The promotion department plays a critical role in exposing a new product by garnering radio airplay in individual markets. Oftentimes duties are mandated by musical format; some representatives may handle specifically pop, rock, country or r&b radio stations, depending on the size and diversity of the label’s roster. They also represent the company when artists come to town, and work hand in hand with their Sales and Marketing counterparts to help further promote their product.
This department’s main purpose is to make sure that an artist is being played on the radio. It must get an artist’s new songs on the radio in order to ensure the future success of the record company. This department makes sure that all the other departments are communicating about the best way to sell the artist to the public.
The promotion department may also try to get videos played on MTV or VH1 if that is not being handled by the video division.