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Business News Labels & Publishers
Propeller Recordings opens Berlin office
By Andy Malt | Published on Friday 1 December 2017
Norwegian indie label Propeller Recordings has announced that it is opening a new office in Berlin, in addition to existing bases in London and Oslo. The new operation will supplement the radio plugging and PR divisions the company has been developing in recent years.
“As well as having great relationships with the UK media, we are planning to offer a service across print, online and radio that can enable labels [and] management to test which territories are worth investing in across Europe”, explains Head Of Publicity Joly Checketts. “We believe this could be an invaluable tool for majors and indie artists alike”.
Propeller MD Tom Rose adds: “As a small indie, our budgets are minuscule compared to most, however we had goals to be a truly international label. We looked at how much we were spending on radio and online coverage internationally – to effectively test each market – and the costs would often outweigh the results”.
“We started to form relationships with public radio stations across Europe, in the hope that we could test the market ahead of allocating a bigger spend”, he continues. “DSP’s have sculpted the recorded music industry into an instantly global business – Rag N Bone Man and George Ezra achieved mainstream success in Europe ahead of the UK – [so that] it’s nearly impossible to tell where a new artist will break first, so our services are focused on finding which markets will work for each artist”.
