Marketing

Release Promotion

Music marketing and promotion on streaming platforms: editorial playlist pitching, social media advertising, PR and analytics. We help artists grow their audience, chart, and receive honest feedback on releases.

What's included

Full Promotion Package

From the first teaser to the campaign results report.

Playlist Pitching

We pitch releases to editorial playlists on Spotify, Apple Music, Yandex Music, VK Music and Zvuk. We have direct contacts with platform editors.

Social Media and Advertising

Campaigns on VK, Telegram, Instagram and TikTok. Targeted ads, influencer work, seeding in niche communities. We produce creatives and video assets for each platform's formats.

PR and Publications

Press releases, features in music and lifestyle media, interviews, reviews. We introduce the artist to journalists and audiences - building a consistent presence in public sources.

Release Analytics

Detailed reports across streaming platforms: stream trends, audience profile, geography, traffic sources. We prepare recommendations for the next release based on data.

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How it works

Connected with Production and Distribution

Marketing does not exist separately from the track and its release.

Marketing works best as a connected stack: studio and production - we build the track so it sounds right in playlists, distribution puts it on 100+ platforms, marketing drives the audience through advertising and PR. The result is honest monetization through streaming, sync and Content ID.

Music Promotion and Track Marketing

Promoting a track on streaming platforms is not just one targeted ad on VK - it is a combination of tools, each serving its own purpose. Tochka Music covers the full stack: playlist pitching to streaming platform editorial teams, targeted advertising on VK and Telegram, seeding in niche communities, influencer work, SMM support for the release, music video promotion on YouTube, TikTok promotion through challenges and user-generated content. The quality of promotion depends heavily on sound and mastering - even a perfect ad campaign cannot save a poorly mixed track.

How to Get into Spotify, Apple Music and Yandex Music Playlists

Editorial playlists on Spotify, Apple Music, Yandex Music, VK Music and Zvuk are the main source of organic streams for a new track. The label submits releases through official pitch forms and works directly with curators: pitch letters, preview materials, and artist bios. The chances depend on the quality of the master, artwork, metadata and the artist's history - we help prepare everything to meet platform requirements.

Targeted Advertising and SMM

We create assets tailored to each platform's formats: vertical video for Reels, TikTok and Shorts, static cards for VK Music, audio snippets for podcasts. We run targeted ads on VK by interests and look-alike audiences, ads in Telegram channels, and influencer seeding. We track cost-per-stream and cost-per-follower, and optimize for real streaming performance rather than CPC.

Music Video Promotion and TikTok

Music video promotion on YouTube combines SEO for videos, a Shorts strategy and Google Ads. TikTok promotion is built on launching trends, working with influencers and Spark Ads. Tochka Music converts TikTok virality into real streams on Spotify and Yandex Music - which then turn into streaming royalties and are added to the label's release catalog.

FAQ

Common Questions About Marketing

How do I get into editorial playlists on Spotify and Yandex Music?

Through a distributor or label 2-4 weeks before release. A pitch is prepared with a track description, references and metadata. Tochka Music submits the release directly to editors via the Spotify for Artists, Apple Music for Artists, Yandex Music and VK Music partner portals.

How much does social media advertising for a release cost?

The budget depends on the target audience, campaign duration and format. The minimum meaningful budget for audience testing starts at several tens of thousands of rubles. We prepare an exact estimate for each goal: reaching a certain number of streams, charting, or building an audience for a tour.

What does PR support for a release include?

Press kit preparation, writing and distributing a press release, pitching to music media, organizing interviews and podcast appearances, working with critics.

What reports does the artist receive?

A monthly summary report across all platforms: streams, saves, shares, geography, demographics, playlists, traffic sources. A quarterly financial report on streaming payouts.

Can I order marketing only, without production and distribution?

Yes. If the release is already out through another distributor, Tochka Music can handle promotion only - playlist pitching, advertising, PR. We discuss terms individually.

Ready to launch your release

Let's make the release stand out

Tell us about the track and your audience - we'll propose a promotion strategy.

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