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Posted: |
Sep 17, 2017 - 10:02 AM
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By: |
SchiffyM
(Member)
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There is no one answer, because "promo" is a catch-all used around here to mean many kinds of releases.
Assuming we're not using "promo" as a euphemism for "bootleg" (which we see a lot), or to mean an advance CD sent out by the label to radio stations or critics (generally the same as the eventual CD, though I've seen some exceptions), or even to mean (as I've seen here) an awards consideration CD, we're probably talking about a release of the music by a composer or his agent issued in hopes of getting the composer more work. When they first began, these releases were generally bare-bones, with photocopied covers, sometimes just in generic sleeves. (Sometimes, they were cassette tapes.). The AFM agreement allowed composers to distribute these CDs for promotional use (meaning to get work) without paying reuse fees.
Then, a couple of decades ago, some composers took advantage of that loophole to distribute their music, which would be too costly for them to do otherwise. Sometimes, they were legit promos, but composers realized they could off-set their costs by selling a few copies. These started like the aforementioned Michael J. Lewis CDs, in jewel cases but with fairly generic packaging. But some got increasingly bold, even using official studio artwork. Generally, these said "For Promotional Use Only – Not For Sale" on them, despite them being widely available for sale.
These largely vanished as the specialty stores got into the CD production business themselves (and they were playing by the rules) and the AFM changed their own fee structure. In 2017, it's very hard to claim a composer needs to produce a promotional CD, when they can very quickly load some cues onto DropBox for self-promotion directly to producers/directors/studios.
So this is my typically verbose way of saying a promo CD can come in any kind of packaging.
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Thanks for the brief history lesson, Schiffy. Didn't know a lot of that.
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Anything from a fully produced jewel case production down to a monochrome paper sleeve printed with the title, year, composer name, and 'For Your Consideration'.
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