Promotional recording

A promotional recording, promo, or plug copy is an audio or video recording distributed free, usually in order to promote a recording that is or soon will be commercially available. Promos are normally sent directly to broadcasters, such as music radio and television stations, and to tastemakers, such as DJs, music journalists, and critics, in advance of the release of commercial editions, in the hope that airplay, reviews, and other forms of exposure will result and stimulate the public's interest in the commercial release.

Promos are often distributed in plain packaging, without the text or artwork that appears on the commercial version. Typically a promo is marked with some variation of the following text: "Licensed for promotional use only. Sale is prohibited." It may also state that the promo is still the property of the distributor and is to be "returned upon demand." However, it is not illegal to sell promotional recordings,^[1] and recalls of promos are extremely rare and unenforced.^[2] A promotional release may be standalone or as part of a press kit, which may include items such as promotional photos, music videos, press releases, or biographies of the artists, with electronic press kits being common.^[3]

Because promos are produced in smaller quantity than releases made available to the general public, they are sometimes considered valuable collectors' items. They are never intended for sale in record stores.

^ ...at least not in the U.S., where the UMG v. Augusto case clarified in 2011 that promos are gifts, not the property of the distributor, and that the first-sale doctrine entitles the recipient to dispose of the recording as they wish.
^ That is, at least in the U.S., the recipient of a promo has no obligation to comply with a recall, unless a separate contract is in effect.
^ Kelaey, Melanie (8 February 2021). "The 8 things that should be part of every band's electronic press kit". Bandzoogle. Retrieved 3 April 2021.

[1] ...at least not in the U.S., where the UMG v. Augusto case clarified in 2011 that promos are gifts, not the property of the distributor, and that the first-sale doctrine entitles the recipient to dispose of the recording as they wish.

[2] That is, at least in the U.S., the recipient of a promo has no obligation to comply with a recall, unless a separate contract is in effect.

[3] Kelaey, Melanie (8 February 2021). "The 8 things that should be part of every band's electronic press kit". Bandzoogle. Retrieved 3 April 2021.

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