UK promo agency Your Army marches into Australia, “Sydney is the next logical step”

One of the UK’s biggest independent radio, TV ad club promotions company Your Army Promotions officially opened an Australian office this morning in Sydney.

Sydney marks its third hub in the world.

Its clients in the UK market include Sam Smith, Christine & The Queens, Major Lazer and Disclosure.

Founding director James Pitt says “We have listened to the need for our artists to simultaneously impact across multiple territories and Sydney is the logical next step after our London and Los Angeles offices.

“We have been inspired by working records such as CamelPhat & Elderbrook’s Cola and Major Lazer’s Lean On, seeing how effective promotion in major markets, co-ordinated properly, can make a massive impact on both the streaming story and the artists profile.

“Australia, especially so for electronic artists, is a very important territory in terms of radio and touring and we have seen songs that react in Australia then be picked up in other territories.

“Our Sydney office will also be able to support artists touring Australia and NZ in promotional opportunities across radio and online outlets to support ticket sales and increase media profile.”

Your Army Australia is headed up by George Playfair ([email protected]) who previously handled promotions at Sweat It Out.

“The first half of 2018 was dedicated to research, development and testing records across a range of electronic/dance genres [in Australia],” Playfair tells TMN.

“Since we opened our doors, we’ve been trusted on club campaigns for Breakbot, Christine & The Queens, Flight Facilities as well as several underground dance records from around the world.”

As part of the local launch, Playfair is offering a Full Dance Service for electronic artists across radio, club and online.

He expands: “Our list includes the most influential artists in the country, and we have had success at radio from triple j right through to communities in every state.

“As with the other Your Army offices, we’ll soon offer standalone full radio plugging and PR services.

“We believe our Full Dance service is the broadest club service in the country!”

Promoting an EDM act can be totally different from working, say, a rock act, he says.

“The electronic music community is unique, so the main difference is knowing what makes an impact to an electronic record, and knowing what points to focus on to actually break a record in this market.

“In addition to radio and press, dance music largely revolves around peer to peer networks.

“Our extensive network of DJs, label owners, radio DJs, promoters, across three major markets, allows us to offer a unique level of global exposure for artists.”

Your Army was founded in 2007 by James Pitt with director Christian Nockall joining him in that first year.

It is currently rolling out the new Christine & The Queens album to radio and TV in the UK, has more Radio 1 playlisted tracks than any other independent, and working UK print and digital media for UK grime act D Double E.

The American office is currently riding high with a number one in the radio dance charts with Au/Ra & Cameplhat and have a further five releases in the Top 20.

Your Army’s next office will open either in France or Germany.