Promotional single

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A promo single (short for promotional single) is a single that is made available to nightclubs, radio stations, music publications, and other media outlets by a record label for the express purpose of promoting a new single or an entirely new album. While intended specifically for use by professional disc jockeys and not for resale, they are frequently sought out by music collectors nonetheless.

The promo single is usually recognized by its limited liner notes and cover artwork as well as its unique catalog number (or the occasional lack thereof). Quite often, vinyl records will be issued in a generic cardboard jacket or white paper sleeve while CDs will be issued in a slimline jewel case or cardboard sleeve. There may also be promotion-specific license terms stamped on the disc or its cover, most notably "For Promotional Use Only."

The advance promo single is furnished to DJs sometimes weeks or months in advance of a domestic release to give record labels an opportunity to build interest in the single and gauge response to the single. Unlike a finished promo single, these are commonly test pressings or white labels and thus are manufactured in limited runs. Despite the good intention, there has been some dispute within the industry as to if advanced promotion is a good thing or not. Building interest is naturally a good thing, but it may turn out to have the exact reverse effect when interested persons are unable to find a new song in the record stores for quite some time.

[edit] Radio outlets

Promotional recordings are distributed to commercial AM and FM radio stations for airplay in the form of either CD or digital download. These singles typically feature just the radio edit of the song, but may also include alternate remix edits, the original album version, or even call-out hooks.

[edit] Nightclub outlets

When it comes to electronic dance music, 12-inch records and CDs still remain the more popular media by which promotional recordings may be distributed to DJs in the nightclub industry. These singles typically feature one or more extended remixes (sometimes dubbed a "club mix") of the title track that are not generally available to the public as well as the original extended version, which in many cases is itself club-friendly. Oftentimes the corresponding CD may also carry radio edits and other alternate cuts that did not make it onto the 12-inch record itself, in which case the CD is referred to as a maxi-single.

It is not unusual for a promo single to have no commercially available counterpart particularly in those genres that are predominantly oriented to nightclub applications.

[edit] Promotional compilations

Many companies currently offer promotional compilations to DJs, radio use and nightclubs alike. The format is growingly on the CD-format, but some companies still offer promotional compilations in vinyl also. Most of the compilations are genre-specific (like most of CD Pools' compilations) but there are also compilations that offer a combination of different genres (like compilations from DMC and Music Factory). Such compilations are normally released monthly. In addition to companies that work internationally, there are also many companies that offer national promotions material in the form of compilations.

Versions in the compilation are usually either radio edits or extended / 12" remixes of the song, depending a bit on the targeted audience. Club scene music is usually in the longer and easier to play format of extended remix, whereas more street targeted music is usually released as radio edits. It normally takes a couple of weeks after the release of the original promo single to be available on promotional compilations. This has the added benefit of having the songs when they're already had some airtime and are thus not the bleeding edge no-one has heard from, but still have usually not been released to the mass markets yet.

Some of the internationally established companies are