A deep dive into the Promo CDs.
A promotional CD, often also called “promo’s”, is a type of compact disc that is distributed primarily for promotional purposes rather than for sale. These CDs are typically sent to media outlets, radio stations, DJs, or industry professionals to help promote an artist, album, or specific track.
The content on these promotional CDs may include full songs, edited versions, remixes, or exclusive tracks that aren’t available to the general public. Sometimes, these CDs also include press kits or other materials designed to help publicize the artist or band.
Promotional CDs are often produced in limited quantities, and they may feature special packaging or labeling to indicate their promotional nature. They are typically not intended for resale, but collectors may seek them out due to their rarity or exclusivity.
Over the years, I have been collecting many of these “promos”, and wanted to provide a closer look to some of these in this article. Let’s first have a look at the different type of promos.
These CDs are distributed in different ways and for various purposes. Here are the most common types of promotional CDs:
1. Radio Promos
Purpose: These are typically sent to radio stations to encourage airplay of a song or album.
Content: May include a single or several tracks from an album, often with different versions like a radio edit, instrumental, or a remix.
Packaging: Sometimes include a brief press release or information about the artist or the track.
Distribution: Sent to radio stations, DJs, or music programmers to generate airplay.
2. Advanced Album Promos
Purpose: These are typically sent to radio stations or retailers to encourage airplay of a song or album, or to get them into the store for selling. Usually available ahead of the release date of an album.
Content: Includes all tracks from an album.
Packaging: The artwork can be different from the regular release. There may be “promo” indicators, such as stickers, mentioned on the disc or artwork. Some may be individually numbered.
Sometimes these promos include a brief press release or information about the artist or the tracks.
Distribution: Sent to radio stations, music programmers, review journalists, or record stores to generate interest, attention, airplay and sales.
3. Promo Samplers
Purpose: These are aimed at encouraging retailers (such as record stores) to stock and promote an album or single or provide airplay on the radio.
Content: Often features one to five tracks from the album, along with promotional information such as release dates or artist bios.
Packaging: Usually minimal, sometimes just a simple paper sleeve or no case at all, or a plastic sleeve. These often are made available in limited quantities, and some may be watermarked and numbered.
Distribution: Sent to radio stations or record stores before the official album release.
4. Press Promos
Purpose: Meant for music journalists, critics, or bloggers to review and feature upcoming releases.
Content: Often includes the full album, a press kit, promotional photos, and notes from the artist or label.
Packaging: Can come in a full album package, sometimes with extra materials like posters or photos. Usually limited amount made available, and they often come watermarked and numbered.
Distribution: Sent to music publications, websites, or individual journalists
5. Tour Promos
Purpose: Promoting an upcoming concert or tour by an artist.
Content: Usually features music from the artist or band, and includes tour dates, promotional images, or messages directly related to the tour.
Packaging: Similar to retail promos, often in a simple sleeve or disc. Some come in jewel cases.
Distribution: Sent to fans, venues, and media outlets ahead of a concert or tour. Often available at the tour as well and handed out for free along with a purchase at the merch booth.
6. Web or Digital Promos
Purpose: Often used in the modern era, these are digital releases aimed at promoting music online.
Content: Typically contains full tracks, sometimes along with remixes, and may include an easy-to-share download link or QR code.
Packaging: Digital in format, so it doesn’t have a physical sleeve. It could be an email or a download link.
Distribution: Sent via email, social media, or offered as a download on music platforms.
7. Fan Club or Collector’s Promos
Purpose: These are created for dedicated fans or collectors, often as a way to reward loyalty or create exclusivity.
Content: May include exclusive tracks, rare live recordings, or early demos.
Packaging: Often more elaborate than other types of promos, sometimes in special cases with extra artwork or information.
Distribution: Given to fan club members or sold as a special item to collectors.
8. Cross-Promotional or Co-Branding CDs
Purpose: These are designed for promotional partnerships, such as between an artist and a brand or event.
Content: Might feature a mix of music and promotional messages, ads, or samples from a brand.
Packaging: Can include both music and branded content (such as a collaboration with a movie, video game, or company).
Distribution: Distributed as part of a larger cross-promotional effort, often in stores, at events, or through corporate partnerships.
These promotional CDs are key tools for the music industry, allowing labels, artists, and promoters to target specific audiences and generate buzz for an upcoming release, concert, or project.
However, we see a decline in use in these digital days of streaming and Social Media.