Like the start of most new business, it all started with observing what was going on in the music industry. More and more majors were steering away from risk and only invest in either well known artists or in a very select few new artists. This therefore forced the soul music artists to explore other avenues to bring their music to people's attention. Thankfully the internet age is providing a helping hand. Myspace and CDBaby are excellent examples of companies benefiting from the recent innovations. But it only provided the independent artist with the second challenge: How do you get noticed? You have your music and profile on the worldwide web, but how do you get this now translated into sales and radio airplay?
An avid soul music lover for over 20 years, Di-Lee decided it was time to bring in an entire new approach to soul music promotions. Together with a small UK-based team, investments were made and the infrastructure was set up to deliver a unique service to the independent artist: Soulchoonz. The heart of Soulchoonz is its website, where selected artists are invited to promote their music. And that is exactly the attraction for all the soul music lovers out there! It makes selecting music so much easier.
Di-Lee and the crew then set out on the next pieces of the puzzle. An extensive network of DJs, album reviewers, publicists, touring agents, and other key influencers in the industry was built up. E-marketing engines were put in place capable of delivering a monthly e-newsletter to over 10,000 readers. A promo database was created and last but not least, the Soulchoonz Records label was born with Brown's Bag being its first signed artist on this indie label.
Soul music artists that work with Soulchoonz all get a highly customized service. With so many ways to promote the independent artists at its disposal, Soulchoonz looks at the individual objectives of each artist and discuss how to best move forward. Together with the artist a tailored marketing campaign can then be developed that generally uses a mix of four elements: e-Marketing, Printed Media, Radio & Street Promotions.
Sure, the major record labels may still be the dominant force, but with the coming of age of the new technologies, it will be the smaller, highly specialized music companies that will be providing the ideal route-to-market for the Independent Soul Music Artists. The new Age in soul music has begun!
Di-Lee Promotions welcome contact from anybody involved in the soul and RnB music world including independent artists, specialist retailers and distributors, magazines, music critics, radio DJ's and of course our `Soulful' listeners.