Promotion and marketing is a crucial step in the process of releasing music for any record label.  In the current age of digital distribution it is easier than ever to make music available, so it is more important than ever that customers know that a product is available and then feel compelled to buy it.

Within dance music there are a wide range of activities involved with letting people know a record is for sale including radio plays, magazine features, club plays by DJs, advertising, TV appearances and plays on music channels.

Kahua focuses on 'tastemaker' promotions and helps record labels to generate hype and a buzz around their releases.  This helps the music to stand out from the crowd and provides invaluable information which can be used in any subsequent marketing activities.  It is important to remember that a record label's customers include distributors, record stores and download sites as well as individuals who buy the music.

Carrying out a promotional campaign can also be used as a 'tester' for music.  For example if a label has commissioned a number of remixes and wants to pick the strongest for commercial release then a mail out to club DJs can be of huge assistance in making that decision.  Dance music is unique in that it is possible to test the market in this way.

Using promotional services can help generate additional income streams for a record label, for example through the royalties paid for radio plays or fees and royalties for compilation licenses.  It can also act as a stamp of approval that other influential people like the music, it can help build up a  reputation and it's fun to get stuff played in clubs, on the radio and in magazines!