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: