For Brandon Reynolds, the path to COO of Circa started behind the decks – as a resident DJ in San Diego, he was already deep in the promo world long before he found himself running operations at the LA, New York and London-based agency. That firsthand experience shaped everything about how Circa approaches music promotion.
Circa is a transatlantic music marketing and promotions company with offices in LA, New York and London. Working across radio, DJ promotions and digital marketing, the agency has run campaigns on behalf of some of the biggest names in the business: from major labels including Warner, Atlantic, Sony, Capitol, Interscope and Ninja Tune, to artist clients like John Summit, Chris Lake, Dom Dolla, Fisher and Solomun. Their focus is straightforward: getting exceptional music in front of the right people.
“The most important part is obviously starting with the music — signing artists that you believe in, that you’re passionate about (…) Making sure that you’re investing in building the project from the ground up.”
In a landscape crowded with one-size-fits-all campaign strategies, that level of conviction is its own differentiator. From DJ and radio promotions to new media, interviews and artist activity, Circa’s approach is deliberately multi-pronged because Reynolds understands that no single outlet breaks a record on its own. It’s the cumulative effect of a track appearing in the right sets, the right shows, and the right spaces that builds real momentum.
Brandon highlights that at the heart of it all, is the importance of who is hearing the music, not just how many. In his opinion, dance music has always operated on association, credibility and peer endorsement.
“Dance music is all about associations and third party recommendations,” he explains. “Getting it in the hands of other key tastemakers, like-minded artists that you like yourself — making sure that they’re hearing the music and hopefully getting it in their radio shows, their podcast, their mix shows, their DJ sets. That’s the best way to break into the industry.”
In an era of streaming algorithms and data-driven marketing, it’s a reminder that human relationships remain the industry’s most durable currency. A recommendation from a respected DJ, a spin on a trusted radio show, a mention from an artist whose taste people follow – these carry a weight that no playlist placement or ad spend can fully replicate. For Brandon and Circa, building and maintaining those connections isn’t just part of the work. It’s the foundation everything else is built on.