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Matrix Promo celebrates clients' major label signings

Tom Pakinkis
Mike Mills

London-based Matrix Promo has seen two of its artist clients go on to sign major label deals in the past month alone.

Matrix, led by head of Promotions Mike Mills, formed in January 2011 in response to what he saw as a growing demand in “artists as labels” who needed to “build a buzz and secure traction” independently. 

Matrix soon had an internationally diverse client base, which has included James McCartney, Diana King, EMI Label Services, Mercury Records, Katie Cole, Let Loose, Glen Campbell's band Instant People and Texas band Saints Of Valory.

Mills led the first UK national radio campaign for Saints Of Valory in the summer of 2012 and secured their first UK airplay on Radio 2's Dermot O' Leary show, as well as achieving a playlist position on Q Radio.

"Soon after their first spins on Radio 2, the band got in touch to let me know that Atlantic Records had seen them play a showcase and were aware about the band's UK exposure that we'd obtained for them,” Mills told Music Week

“It was a really exciting moment when we heard the band had signed with the label. Obviously, to have played a part in raising their UK profile and then see them go on to get signed was terrific, but it also validates what Matrix Promo does in working with new acts who've never had national exposure, getting them that key exposure and helping them develop as credible artists that are capable of getting signed."

The plugging company also worked with British singer songwriter Nick Howard in 2012, securing his first BBC Radio London session, BBC Radio Scotland spins and regional BBC interviews. 

Howard went on to win The Voice in Germany last month and is now signed to Universal.

Previously in 2011, after just three months in business, Matrix Promo obtained two BBC Radio 2 C-List place for unsigned Los Angeles artist Katie Cole, with her first two singles.

“Alongside the national radio plugging, Matrix Promo now has an in-house remixing agency,” said Mills, talking about the year ahead. “Last year, Mercury / Universal commissioned us to work with INXS on their 25th anniversary KICK25 album, which was released last September.

“As agents, we exclusively look after Kids On Bridges, who did a fantastic remix of INXS's Calling All Nations album track, which actually ended up on the KICK25 deluxe edition as a bonus mix. 

“We're looking forward to continue to plug great new music from the UK and beyond,” he adds, “as well as working with new and current clients, securing more airplay, interviews and sessions and maintaining our strong relationships with UK radio producers and heads of music."

For all radio plugging or remix enquiries, Mills can be contacted directly, at mike@matrixpromo.net or www.matrixpromo.net.

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Tags: Labels, Radio, signing, major labels, plugging

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