As we gear up towards Generator’s Music Futures panel event on the Future of Dance Music Marketing on 12th July, The Gen’s Editor Paul Reed caught up with Anna Wall, Promotions Manager and DJ at Defected Records where we discover that “You’ve got to keep your eyes and ears on the prize”. The beat goes on.
How did you start working in dance promo?
“I’ve been interested in dance music since quite a young age, when I was 16 I did a placement at a label and then spent four years in Newcastle at University and DJing in clubs, which opened up so many opportunities. I went on to get a work placement at Defected and I’ve been the Promotions Manager at the label for two years now, working on the TV, radio and club promo side of things and it’s a big time for us with album and single releases at the moment”
How do you think dance promo differs from other musical genres?
“Its quite difficult for me to say as Defected is predominantly a dance label and I’ve always worked within that genre, although we’ve released everything from Dubstep to house music that has crossed over to radio. ‘Dance music’ can be so many different styles anyway and we’re kind of the last one standing in terms of being a big independent dance label. There are few radio slots out there and a few important people at radio that are dance specialists and you need to get your track to them, I’m not sure if its that different in that respect”.
How has new technology changed the landscape of dance promo?
“You can get a sense of if an underground record is going to cross-over, traditionally you would gauge reactions in clubs in the UK and Europe- this is still important but music blogs and Youtube are also a good gauge of popularity. For example, if Pete Tong plays a track you can see the Youtube views just shoot up! Social media and viral marketing can help to create a need and want for your record, which is ultimately what you’re trying to do and people can access it immediately and globally through things like our radio show on Soundcloud. You’ve got to keep your eyes and ears on the prize!”
What have you got coming up at Defected over the summer?
“Summer is our biggest time at the label, with an Ibiza compilation mixed by our label boss Simon Dunmore coming out and a Saturday residency at Pacha in Ibiza- I’m also DJing at ‘Defected in the House’ at Ministry in London on 21st July”.
The Future of Dance Music Marketing event is FREE but spaces are limited - to be sure of getting a place at this event...