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  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 quite the way we do.

It’s the way we’ve done it for over ten years now and with #1 records and some of the longest running campaigns the CMJ Charts have ever seen, it seems to be working.


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 music 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 ten weeks or the life of the CD on the Top 200 if it extends beyond week ten). 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 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.


Since our inception, we've worked music from labels we are huge fans of: Universal, Atlantic, Capitol, Astralwerks, Warner Brothers, Reprise, Glassnote, Vice, Saddle Creek, Virgin, Domino, Magic Marker, DFA, Epic, Ernest Jenning, Dovecote, Mom + Pop, Last Gang, Kanine, Barsuk, Arts and Crafts & Yep Roc, among others. We’ve promoted rock favorites such as Phoenix, Metric, Mumford & Sons, Hot Chip, Smashing Pumpkins, Muse, Daft Punk, Grizzly Bear, The Chemical Brothers, Stars, The Futureheads, Nada Surf, The Raveonettes, The Joy Formidable, Tullycraft, and Tokyo Police Club, rock & pop legends like David Bowie, Brian Wilson, Jimmy Cliff, Cracker, Camper Van Beethoven, Wyclef Jean, The Meat Puppets, Kylie Minogue, and Os Mutantes and well as up-and-coming acts like Daughter, Dinosaur Feathers, Errors, Little Green Cars, Oberhofer, The Ettes, Mother Mother, and Pomegrantes.  And we always have a soft spot for promoting music from our excellent local scene (Minneapolis) that includes great bands like Tapes 'n' Tapes, The Melismatics, Haley Bonar, Kid Dakota, Mark Mallman, Owls, Prof, We Became Actors, Bella Ruse, Van Stee & Oaks.


Well over 95% of the CDs we’ve promoted have charted on various charts in the pages of CMJ as well as publications like FMQB, !earshot, Dusted, and College Radio Charts. 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.