ViTRiOL was conceived with the goal of creating a truly unique music promotion company; one whose dedication to the labels it helps, the bands it promotes, and the stations and publications it services is reflected in every aspect of the way the company is run. The premise is a simple one:

• Take on clients whose music we respect and are genuinely excited about.
• Take on a limited number of projects at one time so everyone gets the personal attention they deserve.
• Promote with honesty, integrity and respect.

It seems like common sense… and it is. Yet no other promotion company adheres to this business model the way we do.

HISTORY:

Vitriol began as strictly a college/non-commercial radio promotion company in the summer of 2003. Eventually occasional commercial specialty radio promotion was added to the mix. In late 2005, Vitriol expanded it’s College/Non-Commercial promotion to include RPM/Electronica promotion in addition to the existing Top 200 promotion. The Design Collective was added in 2005 as well, in order to provide clients with website and promotional assistance. 2007 saw a more dedicated push to promote consistently to Specialty Commercial radio and Press/Publicity was added in the fall of 2007.

BUSINESS MODEL: (Begun for Radio)
The first way we are unique is an uncompromising commitment to quality. We don’t work records we aren’t passionate about. We feel very strongly that labels and bands should work with promoters who love their records and respect what they are doing. A genuine enthusiasm for music is contagious and, we certainly also hope, evident in how we promote the music and bands we represent.

We are also committed to working a realistic number of records at a time. As a rule, we generally pursue no more than two radio adds a week. Most other companies take on four (sometimes more) new projects each week. By working a limited number of albums each week, we can track for a longer period of time than most other companies (basically at least nine weeks or the life of the CD on the Top 200 if it extends beyond week nine). No one slips through the cracks or is promoted as less of a priority this way. We think that’s client friendly. Weekly charting updates along with detailed station-by-station reports are furnished to all interested parties.

The last aspect we feel is crucial in running a reputable company is to treat music directors (and music editors) with respect. Basically, it’s the golden rule your mom told you about. Treat others the way you would want to be treated if you were in their shoes. It may seem quaint and old-fashioned but frankly, we wouldn’t want to do it any other way.

It’s the way we’ve done radio for four years and we are thrilled to launch a Press division in 2007 that will embody the same ideals and bring it to a new area of music promotion. We’re also excited to offer our clients a more well-rounded and complete promotional experience.

WHO WE’VE HAD THE PLEASURE TO WORK WITH:

We know all of this talk doesn’t mean as much without the results to show for it. Thankfully, we have that too!

Since our inception, we've worked music from labels we are huge fans of, such as Astralwerks, Warner Brothers, Reprise, Saddle Creek, Last Gang, Virgin, Kindercore, pitch-a-tent, Magic Marker, DFA, Kanine, Nitro, Epic, Transdreamer, Misra, Barsuk, & Yep Roc among others. We’ve promoted indie rock favorites such as Metric, Smashing Pumpkins, Dressy Bessy, Muse, VHS or Beta, Ash, Arab Strap, The Chemical Brothers, Nada Surf, Camper Van Beethoven, Tullycraft and The Aquabats s well as up-and-coming acts like Hot Chip, Two Gallants, Tapes 'N Tapes, Grizzly Bear, Palomar, Boat, Mute Math, The Heavenly States, The Hot IQ’s and Oxford Collapse. And we always have a soft spot for promoting our music from our excellent local scene that includes great bands like The Hopefuls, Mouthful Of Bees, Plastic Constellations, Kid Dakota, The Glad Version, The Melismatics, Walker Kong and The Owls.

RESULTS:
Well over 90% of the CDs we’ve promoted have charted on the various charts in the pages of CMJ as well as in publications like FMQB, Dusted and Chart Attack. We're proud to promote music that radio stations want and that we'd listen to even if we weren't promoting it. We want our logo to be synonymous with the most consistent level of quality possible, regardless of how well known the artists we work for are, and we’ve been told time and time again by the people we work with, that it has become that for them. We are strongly committed to maintaining that reputation.