About i2 Music Marketing

i2 Music Marketing

Release Coordination | Press & Media Campaigns | Promotions


Great marketing is essential to the success and growth of any career, product or business. i2 Music Marketing utilises the knowledge and experience of people who have proven track records in the art of promoting music.

About i2 Music Marketing


A lot of excellent music ‘falls through the cracks’ – not because it wasn’t well made – but often due to a lack of proper marketing. i2 Music Marketing offer artists, producers and labels levels of sophisticated and highly targeted marketing that would otherwise be well beyond their budget. Founded by Errol Michael Henry, who has worked in the music industry as a songwriter, producer, music publisher and business executive for more than 3 decades, i2 Music Marketing utilises advanced digital promotion, social networking, plus good old-fashioned hard work.

Errol explains: “Few things are more distressing as a music producer than working an artist really hard, driving the musicians half mad, then pushing the arrangers, engineers and mastering people to the edge of reason – only to discover that the person in charge of marketing the record has no idea what they are doing. It’s a soul-destroying feeling knowing that months of hard work are going to fall by the wayside because the record in question is being handled without any real understanding of the relevant genre or the nuances required to break a particular type of track. The ‘right’ record sent to the wrong people or at a sub-optimal time – will ‘kill’ that record stone dead. I have experienced it first hand so I know just how annoying it is. Finding people with the right blend of experience, desire and heart took quite some time, but I was determined to assemble a group of people who care deeply about what they do and are very honest in their assessment of what is or is not commercially viable.”

We pass on a lot of records: not because we don’t like them personally, but mostly because if we are not persuaded that we are best equipped to fulfil the commercial potential of a record – we believe that it would be wiser if someone else dealt with it. The team put their heart and soul into every release and I wouldn’t ask them to work the hours they do on records we feel no real affinity to. We take the responsibility of delivering music to the global market very seriously indeed and go to great lengths to give the artists and labels we work with every opportunity to succeed.”

Contact The i2 Music Group Today and Discover How We Could Help to Grow Your Business

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Marketing with a personal touch


Headed by Lance Williamson (a well respected music industry veteran) i2 Music Marketing works closely with all of the other departments within the i2 Music Group – in addition to it’s constantly evolving relationships with i2 Music’s growing roster of artists and label partners. Lance and his marketing team are passionate, knowledgeable and committed music lovers. 

Creating detailed marketing plans, writing press releases, coordinating promotions and setting up media campaigns are just a few of the functions i2 Music Marketing performs for its clients. Lance says: “We don’t have a ‘territorial’ approach here. If I have a point of view that could deliver better results, the A&R Department, the artist, producers and labels take that on-board and are all very open to different ideas. I spend a great deal of time immersing myself in the music coming down the line so that I am not only ready to get the job done, I also know what those artists care about. I know what motivates them and inspires them to do what they do. We liaise with a vast network of radio stations, DJ’s, journalists and retailers to ensure that we are doing the right things – at the right times and with the right people.”

Contact The i2 Music Group Today and Discover How We Could Help to Grow Your Business

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