A promo single (short for promotional single) is a single that is made available to radio stations, nightclubs, music publications, and other media outlets by a record label for the express purpose of promoting a forthcoming commercial single or an entirely new album. A song may be released as a promotional single even if no commercial version of the single is available to buy, usually if this is the case it is for the purposes of promoting an entire album. While intended specifically for use by professional disc jockeys and not for resale, they are frequently sought out by music collectors nonetheless.
The promo single is usually recognized by its limited liner notes and cover artwork as well as its unique catalog number (or the occasional lack thereof). Quite often, vinyl records will be issued in a generic cardboard jacket or white paper sleeve while CDs will be issued in a slimline jewel case or cardboard sleeve. CD Packaging companies are now even offering "promotional CD packaging" designed specifically for the purpose.
There may also be promotion-specific terms stamped on the disc or its cover, most notably "For Promotional Use Only."
The advance promo single is furnished to DJs sometimes weeks or months in advance of a domestic release to give record labels an opportunity to build interest in the single and gauge response to the single. Unlike a finished promo single, these are commonly test pressings or white labels and thus are manufactured in limited runs. Traditionally, these promotional copies were supplied to DJs through music pools. Despite the good intention, there has been some dispute within the industry as to if advanced promotion is a good thing or not. Building interest is naturally a good thing, but it may turn out to have the exact reverse effect when interested persons are unable to find a new song in the record stores for quite some time.
Read more about this topic: Promotional Recording
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