Morella Records
Promotions & Marketing
GETTING YOUR MUSIC HEARD
GETTING YOUR MUSIC HEARD
Distribution puts your music on platforms. Promotion gets it into people's ears.
Every Morella Records release receives baseline promotional support as part of our standard service. For artists who want more extensive campaigns, we offer comprehensive promotion packages for an additional fee.
WHAT'S INCLUDED WITH EVERY RELEASE (NO ADDITIONAL COST)
All Morella Records artists receive:
Distribution & Label Platforms:
• Digital distribution through Morella Records online stores (Bandcamp and label websites)
• No-cost upload to streaming platforms (Spotify, Apple Music, Amazon, YouTube Music, etc.) if opted in
• Professional formatting and metadata management for all platforms
Press Outreach:
• Your release sent to our database of goth, deathrock, post-punk, and darkwave magazines, blogs, and webzines
• Professional press kit creation (bio, press release, high-res images, streaming links)
• Direct outreach to relevant outlets based on your sound and the release
Social Media Promotion:
• Release announcements across Morella Records' social platforms (Instagram, Facebook, Bluesky, YouTube)
• Album artwork and streaming link promotion during release week
• Sharing of any reviews or coverage that your release receives
Label Support:
• Inclusion in Morella Records email newsletter to our subscriber base
• Your artist profile and releases featured on the Morella website
• Ongoing promotion of catalog releases, not just new releases
This baseline promotion is part of the agreed split. No additional fees required.
COMPREHENSIVE PROMOTION PACKAGES (ADDITIONAL FEE)
For artists who want more intensive promotional campaigns, Morella Records offers comprehensive promotion services.
What's included in comprehensive promotion:
Extended Press Campaign:
• Personalized pitching to 50-80+ targeted outlets (vs. standard database send)
• Individual follow-ups with non-responding outlets
• Coordinated premieres or exclusive features
• Interview coordination and support
• Ongoing pitching for 6-8 weeks post-release
Playlist Pitching:
• Active pitching to Spotify, Apple Music, and YouTube playlist curators
• Submissions to playlist platforms (SubmitHub, Soundplate, etc.)
• Follow-up with curators for placement consideration
Radio & Podcast Campaign:
• Direct outreach to goth, post-punk, and darkwave radio shows
• Podcast pitching with airplay-ready files
• Follow-up for rotation and airplay tracking
Enhanced Social Media
• Custom content creation (graphics, teaser videos, quote cards from reviews)
• Coordinated social media campaign across multiple platforms
• Engagement strategy and community building support
Campaign Tracking & Reporting:
• Detailed tracking of all outreach and responses
• Coverage links and playlist adds compiled
• Post-campaign report showing results and metrics
Physical products:
Creation of ON-Demand only physical media through professional media outlets.
Pricing:
Comprehensive promotion packages are priced per release based on scope. Contact us for a custom quote.
WHICH OPTION IS RIGHT FOR YOU?
Choose Standard Promotion (included) if:
• You're comfortable handling some of your own promotion on social media
• You want professional press outreach without additional costs
• You're okay with baseline support and building momentum over multiple releases
Choose Comprehensive Promotion (additional fee) if:
• You want maximum visibility for a specific release (debut album, big single, etc.)
• You don't have time to handle your own promotional efforts
• You want detailed tracking and reporting on campaign results
• You're willing to invest in professional promotion beyond the baseline service
Both options are available to all Morella artists. You're never required to purchase comprehensive promotion.
WHAT WE DON'T DO (REGARDLESS OF PACKAGE)
We're honest about what promotion can and can't accomplish:
• We don't guarantee coverage. Editorial decisions are out of our control. We pitch professionally and persistently, but outlets choose what they cover.
• We don't buy playlist placements or pay for fake streams. Everything we do is organic and ethical.
• We don't replace the artist's own promotional efforts. Artists who actively promote their work on social media, engage with fans, and build their own networks always do better.
Promotion is a partnership. Morella handles the industry outreach. You handle the connection with your audience.
YOUR PROMOTIONAL RESPONSIBILITIES
To get the most out of Morella's promotional efforts, artists should:
• Provide high-quality promotional materials (photos, artist bio, any existing press coverage)
• Maintain active social media presence (even minimal engagement helps)
• Share and engage with coverage when it happens (tag outlets, thank reviewers, amplify features)
• Give us at least 4-6 weeks lead time before release date (publications need advance notice)
• Communicate about tour dates, music videos, or other promotional opportunities
The more you put into promoting your own work, the more we can amplify it.
PROMOTIONAL ASSETS WE PROVIDE
For every release, Morella Records creates:
• Professional press kit (PDF or digital format)
• Streaming links package (Spotify, Bandcamp, Apple Music, YouTube)
• Social media graphics (single artwork, promo images)
• Coordinated messaging across all promotional channels
If you need additional assets (music videos, lyric videos, tour posters), we can discuss design services separately.
WHY MORELLA'S PROMOTIONAL APPROACH WORKS
We're not a generic PR firm blasting every outlet with every release. We're scene-specific:
- 30+ years in the goth scene, now connecting artists with the outlets that matter
- Building relationships with magazines, blogs, and curators who cover traditional goth music
• Understanding of what traditional goth, deathrock, and post-punk audiences want
• No dilution from industrial/EBM crossover trends
We pitch your music to people who care about the same authentic sound you're creating. That's the difference.
PROMOTIONAL RESULTS: WHAT TO EXPECT
Realistic expectations matter:
Standard Promotion:
• Press outreach to 30-50 relevant outlets
• Social media promotion during release week
• 3-8 reviews/features typical for new artists (more for established artists)
• Results appear 2-8 weeks after release, sometimes longer
Comprehensive Promotion:
• Press outreach to 50-80+ targeted outlets
• Active follow-up and relationship building
• 8-15+ reviews/features typical (depending on the release and artist)
• Playlist consideration from multiple curators
• Detailed tracking and reporting
Both approaches: Building momentum takes multiple releases, not just one. Promotion is a long game. Consistency across releases builds recognition.
READY TO WORK WITH MORELLA RECORDS?
If you're an unsigned traditional goth, deathrock, post-punk, or darkwave artist looking for distribution, physical products, and professional promotional support without losing control of your music, we want to hear from you.
We're happy to discuss which promotional approach makes sense for your release.