Gary Dedman has spent over thirty years in the music business, and these days he’s Head of A&R at Pro-Mo.Club, where he promotes records for labels and artists, alongside running a handful of his own imprints: Automation Nation, Revoke Musica, and Galactic Paradise. We caught up with Gary to talk about how Pro-Mo.Club came to be, and why he believes promotion is just as important as making the record in the first place.
Before Pro-Mo.Club, Gary ran a vinyl distribution company in Brick Lane, sending vinyl out globally. When that chapter came to a close, he moved into something he’d always loved doing.
“We used to have a vinyl distribution company in Brick Lane where we distributed vinyl globally. Sadly they obviously came to an end,” he told us. “The next best thing was to actually start promoting music, which I’ve always loved doing. We set up Pro-Mo.Club, and it’s going from strength to strength, breaking new artists and labels which we love to do.”
Founded in 2020, Pro-Mo.Club was built to serve labels and artists across the board, established or up-and-coming, without being boxed in by genre. As long as it sits within 4/4 dance music, whether that’s house, disco, garage, tech house, melodic, or techno, there’s a place for it, provided the quality is there. The company also set out to bring back a bit of the “white label” spirit of old-school record shops, quietly getting the right music into the right hands. That approach shows in Pro-Mo.Club’s DJ list and subscriber base, which spans everyone from AAA tastemakers and international touring DJs to high street residents, along with radio and podcast hosts across national, specialist, FM, DAB, and internet dance stations worldwide.
For Gary, that promotional push isn’t just a nice-to-have, it’s the difference between a record actually landing and one that quietly disappears.
“Breaking a record, it’s just as important to promote a record than it is to record it. Too many people just record a record and think everyone’s gonna see it. Well, they’re not,” he explained. “Doing the promotion expands your brand and your name, and you get feedback. It’s nice to see reactions of what people actually think of the record, and they get to hear it on certain radio shows and podcasts. It makes so much of a difference, you can see you’re actually doing something, instead of hoping for a few sales on the socials.”
With three decades in the business and a platform built to give quality music a real shot at being heard, Gary Dedman and Pro-Mo.Club show no signs of slowing down. If you’re an artist or label looking to get your record in front of the right ears, Pro-Mo.Club is worth having in your corner.