The service list spans A-list and tastemaker DJ promotion, international radio plugging, 1001 Tracklists mix show promotion, online press campaigns, and 3rd party Spotify promotion, all coordinated through packages (Core, Premium, Prime) or bespoke multi-channel builds. The reporting side runs on detailed weekly PDFs, tracking DJ feedback, radio pickup, press coverage, and playlist placements.
Promo Push’s promoted-artist history reads like a genre roll call: Tiësto, Diplo, Axwell, Alesso, Armand Van Helden, Paul Oakenfold, Vintage Culture, Bob Sinclar, Benny Benassi, Green Velvet, Gorgon City, Jamie Jones, David Morales, Kenny Dope, Kölsch, R3HAB, Annie Mac, Hudson Mohawke, Todd Terry, and many more. On the label side the client roster includes Anjunabeats, Axtone, SIZE, Ministry of Sound, Positiva, Spinnin’ Records, and Defected Records, with radio reach extending to BBC Radio 1, SiriusXM, Radio 538, Kiss FM, One World Radio, Ibiza Bpm Radio, and SLAM FM!.
We caught up with Russell Biles, who heads up promotions at Promo Push, to talk through the company’s origins in the London scene, its bespoke philosophy, the mechanics of a modern promo campaign, and what keeps the same generations of artists coming back over and over again.
Promo Push launched in 2011 from inside London’s electronic scene. Take us back to that first year, what was the gap in dance music promotion you felt couldn’t be ignored, and what convinced you to build a company around filling it?
As a team behind Promo Push, we had existing experience across the dance music industry, from running record labels, event promotion and artist management, along with software development. As the early digital era took hold, naturally it started to change the way music was being promoted and as this new landscape matured, the idea of Promo Push was born. The initial concept centred around building our own innovative platform, that would seamlessly deliver promo’s digitally, whilst also being intuitive for DJs to review, react and engage.
London has shaped every era of electronic music, from warehouse raves to world-class clubs to festival exports. How much of Promo Push’s identity is still rooted in that city’s DNA, and how does that London instinct still show up in the way you build campaigns today?
Absolutely, there’s no denying the impact London’s had on global dance music culture and we bring that same level of energy to each campaign we run. With our early industry relationships dating back to a time when music was still promoted physically, right through to the present day and digital era, our promotional network continues to evolve and has been built over two decades of living and breathing dance music.
Fifteen years in, you’re still ‘championing artist and label releases.’ What does that look like in practice?
With a deep understanding of the industry and working with both established artists and emerging talent, our campaigns are carefully curated and finely tuned, delivering precision promotion and targeting. From a bespoke DJ promo to a full multi-channel approach, we build lasting momentum around a release and work tirelessly to deliver results that count.
What’s the philosophical line you’ve drawn, that keeps Promo Push deliberately bespoke, and where does that conviction come from?
First and foremost, we only push a record we believe in and are confident will connect well across our network, this remains fundamental to us to this day. With many of our team previously running a record label, we fully understand the importance of choosing the right promotional partner and a company that has the same belief in a release as you do.
You sit across major labels, independents, management agencies, and artists going direct. What range of services do you offer?
Since our launch in 2011, naturally our range of services have developed and we currently offer A-list and tastemaker DJ promotion, international radio plugging and 1001 Tracklists mix show promotion, online Press campaigns, along with 3rd party Spotify promotion. We also create bespoke campaigns, tailored to a client’s specific needs and objectives.
When it comes to your campaigns, what kind of timeline do they usually work across?
Each campaign runs over a four week timeframe and clients receive weekly reporting throughout, detailing feedback and scores from DJs and Radio and who’s listened, reviewed and intends to support, along with Press features and Spotify placements we secure. It is clearly presented in PDF format and we provide a full and comprehensive campaign overview, ideal for a client’s press pack and future release planning.
There’s no shortage of promo agencies in the dance space. What separates Promo Push from the rest of the market?
With over fifteen years in music marketing, we’ve always prided ourselves on a personal approach with our clients. Coupled with a comprehensive promotional network, spanning genres across DJ, Radio, Spotify and Press, we continue to focus on quality relationships and transparent, detailed reporting, not volume.
You’ve delivered over 4,000 campaigns across 80+ countries. As a company, is there a specific territory your promotion is focused on more than another?
While we’re UK based, electronic music has no borders and our campaigns have a global reach, pushing to DJs, Radio Stations, Playlist Curators and Press worldwide. Once we’ve approved a release for promotion and outlined, discussed the most effective strategy, our clients supply us their assets, receive a campaign proof for approval and then let us do the rest.
Looking at your artist roster, you’ve got names from every chapter of dance music in one place, CamelPhat, Tiësto, Carl Cox, Diplo, Swedish House Mafia, Vintage Culture and beyond. What does it tell you that so many different generations of artists keep coming back to you?
Since 2011, the key has remained consistent and unchanging throughout, to deliver a bespoke and industry leading promotional service, where each artist and client can clearly sense the energy and passion we have for what we do.
Your client label roster spans entire scenes, including the likes of Positiva, Ministry of Sound, Axtone, Anjunabeats and SIZE. What genres do you work across?
Whether it’s a House, Tech House, Deep House or Disco leaning track, a melodic Techno or Trance record, or main-stage Future House or D&B release, we deliver genre specific promotion, across the electronic music spectrum.
And finally, how do you plan on continuing to keep Promo Push at the forefront of music promotion?
As we look ahead, we’re continuing to adapt and expand our promotional network, as fresh talent emerges and new players break through. As is the nature of dance music culture, the scene never sleeps and the industry pushes forward at a relentless pace.
Promo Push’s 15-year run has quietly built one of the most far-reaching promotional networks in dance music, spanning DJ, Radio, Spotify, and Press across genres and continents. The bespoke approach, the weekly PDF reporting, and the founding team’s roots on the label side all point to the same core principle: quality relationships over volume. Artists and labels looking to work with the team can explore packages and start a campaign via the official Promo Push website. Explore more interviews on We Rave You.
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