How to Promote Tracks Like Spinnin' Records

Case Study: How to Promote Tracks Like Spinnin’ Records

Spinnin’ Records has been well known for their ability to launch top track after top track. 

How much of this is due to the quality of the releases? 

How much of this is due to their marketing?

Don’t get me wrong, many of their tracks are great, BUT I think most of their success has much more to do with their marketing strategy.

Today, we’ll be looking at their marketing strategy, and what it takes to create a similar marketing campaign.

I’ve basically picked a track at random, but we’ll be looking at Sander Van Doorn’s 2017 release “The Rhythm”.

Materials Needed

To create the campaign, Spinnin’ Records used one of my favorite online content strategies: repurposing content.

They created almost a month worth of promotional content out of a piece of covert art, one video, and the track.

Based on those three items, they created several shorter promotional teaser videos, banner images, and more.

Their full list of promotional material was the following:

  • Album art
  • Full music video
  • 2 music video previews
  • 1 Soundcloud preview
  • 1 Soundcloud full track
  • 1 Facebook cover photo (quickly made out of the album art)
  • Miami music week recap video
  • Live video (Miami)
  • Live video (Tomorrowland)
  • Paid blog post
  • Podcast features

Many of the items can be created for free, and some can be done cheap if you have friends who are in graphic design.

Schedule

Several social media accounts were used to create the promotional strategy. They used Facebook, Instagram,Twitter, Youtube, and Soundcloud accounts of Spinnin’ Records, Sander Van Doorn, DOORN Records and some affiliates.

Below, you can find the full promotion schedule that was used. You can see that this was methodically planned and spaced out between all of the accounts.

Date

Account

Note

Example

July 25th, 2016

Random Youtube Account

First recorded live play at Tomorrowland 2016 

Link

April 8th, 2017 

Sander Van Doorn Instagram

Miami Music week recap video

Link

April 8th, 2017 

Sander Van Doorn Facebook

Miami Music week recap video

Link

April 10th, 2017

Sander Van Doorn Youtube

Miami Music week recap video

Link

April 11th, 2017

DOORN Records Facebook

Miami Music week recap video

Link

April 11th, 2017

DOORN Records Twitter

Miami Music week recap video

Link

April 12th, 2017

Spinnin’ Records Twitter

Miami Music week recap video

Link

April 13th, 2017

DOORN Records Soundcloud

Track preview

Link

April 13th, 2017

Out Soon On Spinnn’ Records Soundcloud

Track preview added to playlist of parent label

April 13th, 2017

Sander Van Doorn Facebook

Posted DOORN Records Soundcloud track preview

April 13th, 2017

Sander Van Doorn Twitter

Album art

Link

April 13th, 2017

Sander Van Doorn Soundcloud

Identity podcast feature (25 minutes in)

Link

April 13th, 2017

Sander Van Doorn Instagram

Album art

Link

April 15th, 2017

Sander Van Doorn Soundcloud

Reposted DOORN Records track preview

April 15th, 2017

Sander Van Doorn Facebook

Music video preview

Link

April 16th, 2017

Sander Van Doorn Instagram

Music video preview

Link

April 19th, 2017

Sander Van Doorn Instagram

Different music video preview 

Link

April 19th, 2017

Sander Van Doorn Facebook

Live video preview

Link

April 20th, 2017

Sander Van Doorn Twitter

Live video preview

Link

April 22nd, 2017

DOORN Records Instagram

Music video preview

Link

April 22nd, 2017

Sander Van Doorn Facebook

Music video preview

Link

April 22nd, 2017

DOORN Records Facebook

Music video preview

Link

April 22nd, 2017

DOORN Records  Twitter

Music video preview

Link

April 23rd, 2017

DOORN Records Instagram

Music video preview

Link

April 23rd, 2017

DOORN Records Facebook

Music video preview

Link

April 23rd, 2017

Sander Van Doorn  Twitter

Music video preview

Link

April 23rd, 2017

DOORN Records  Twitter

Music video preview

Link

April 23rd, 2017

Spinnin Records  Twitter

Music video preview

Link

April 24th, 2017 - Release Day

April 24th, 2017

Sander Van Doorn  Instagram

Album art with track

Link

April 24th, 2017

Sander Van Doorn  Facebook

Link to track review blog post

Link

April 24th, 2017

WeRaveYou.Com

Track review blog post

Link

April 24th, 2017

Sander Van Doorn 
Twitter

Link to track review blog post (with header image)

Link

April 24th, 2017

Sander Van Doorn  Twitter

Link to purchase links

Link

April 24th, 2017

DOORN Records Twitter

Link to purchase links

Link

April 24th, 2017

Spinnin’ Records Twitter

Link to purchase links

Link

April 24th, 2017

DOORN Records Instagram

Album art

Link

April 24th, 2017

DOORN Records Facebook

Link to track on Beatport

Link

April 24th, 2017

DOORN Records Twitter

Sander Van Doorn Instagram takeover announcement

Link

April 24th, 2017

DOORN Records Instagram

Sander Van Doorn Instagram takeover announcement

Link

April 24th, 2017

Sander Van Doorn 
Facebook

Link to track on Spotify

Link

April 24th, 2017

DOORN Records Facebook

Facebook cover photo made out of track album art

Link

April 24th, 2017

DOORN Records Soundcloud

Full track

Link

April 24th, 2017

Spinnin’ Records Soundcloud

Reposted full track from DOORN Records Soundcloud

April 24th, 2017

Sander Van Doorn 
Soundcloud

Reposted full track from DOORN Records Soundcloud

April 25th, 2017

DOORN Records Facebook

Sander Van Doorn Instagram takeover announcement

Link

April 25th, 2017

Spinnin’ Records Youtube

Full music video

Link

April 25th, 2017

DOORN Records Twitter

Link to music video

Link

April 25th, 2017

Sander Van Doorn 
Facebook

Full music video

Link

April 25th, 2017

DOORN Records Instagram

Video with personal message and track

Link

April 25th, 2017

DOORN Records Instagram

DOORN Records team with comment about the track

Link

April 25th, 2017

DOORN Records Instagram

Live video preview

Link

April 25th, 2017

DOORN Records Instagram

Music video preview

Link

April 25th, 2017

DOORN Records Instagram

Music video preview

Link

April 25th, 2017

DOORN Records Facebook

Link to music video

Link

April 28th, 2017

Sander Van Doorn 
Soundcloud

Identity podcast feature (21 minutes in)

Link

May 2nd, 2017

Spinnin’ Records Facebook

Parital music video

Link

May 2nd, 2017

Sander Van Doorn 
Facebook

Parital music video

Link

May 2nd, 2017

Sander Van Doorn 
Twitter

Parital music video

Link

May 2nd, 2017

Spinnin’ Records Twitter

Parital music video

Link

May 3rd, 2017

DOORN Records Instagram

Music video preview

Link

May 3rd, 2017

DOORN Records Twitter

Music video preview

Link

Final Notes

Some final notes that I had were the following:

  • When placed in a podcast, it was right in the middle, not at the beginning or end. This is a common spot where people skip to when listening to a mix.
  • The Tomorrowland video might be a random person, but I think it was an intentional sneak preview because they edited the video with the release date and track name.
  • Facebook, Instagram, and other social media sites didn’t have “Stories” features at the time. Those should be integrated into any promotion strategy today.
  • I didn’t keep track of their Snapchat or email marketing. I’m assuming both of these were used for promotion and should be integrated into your promotion strategy.
  • While the schedule looks like the accounts are spamming the content, it's mixed in with other content that the accounts are sharing. This will help users stay engaged, without getting bored of the same content being shared.
  • The accounts were putting ads on the posts to boost views and engagement. I would recommend you do the same. The ad budget would depend on your goals and what you're comfortable with.