Venerable independent promotions firms Your Army and Strange Loop Promo have recently announced a partnership that will see Strange Loop’s US operations come in alongside Your Army’s existing American offerings. Effective immediately, both companies operate under the Your Army banner out of offices in Los Angeles, New York City, and Vancouver, to offer a multi-genre approach to to build and execute radio strategies within North America.

Strange Loop’s primary expertise has historically been focused on Alternative music genre, handling the following radio formats: Commercial Alternative, Alternative Specialty, AAA, Non-Commercial (“Non-Comm”), and College Radio.

The current landscape provides few entry points for artists to launch their careers at Commercial Radio, without undertaking a massive, costly campaign. To combat that, we build customized, focused campaigns that allow artists to lay the groundwork at a precise slate of stations who take chances on new music. This calculated, data-driven approach ensures that you target stations who actually have some likelihood of providing airplay in the early stages or a campaign. It also prevents you from paying large sums for a national campaign targeting the full panel before you are even sure radio is receptive to your music.

Many Commercial stations will not even look at a song until an airplay story has been built in other markets. By initially down-playing those stations and approaching our identified panel of more adventurous outlets, we are able to keep the costs diminished for our clients. This allows them to learn what the initial response is from radio prior to committing to a costly full, national campaign. If the early response from radio is positive we work with our clients to hire a larger team to tackle the whole country.