From Lagos and Accra to New York, Atlanta and London: A DJ Promotion Plan
What does a diaspora DJ campaign look like week by week?
Quick Answer
Two weeks out: assemble the package and pick two or three lead cities. Release week: service the club and party DJs. Weeks two and three: follow up and widen to mixshows. Weeks four to six: consolidate where it caught and write the report that plans the next single.
Diaspora cities are where an African release earns its passport. The pattern repeats across genres: the record fills rooms in Lagos or Accra, the diaspora DJs pick it up in New York, DC, Atlanta, Houston, Toronto and London, and whatever happens after that, mixshow play, a remix, a chart entry, starts in those rooms. Here is that pipeline as a plan.
Two Weeks Before Release
Assemble the package: WAV or 320 for every version, the clean version, edits and intros, artwork, the one page EPK, the contact who answers. Decide the market order deliberately. A Nigerian street-pop record probably leads with New York, Houston and Atlanta; a Ghanaian release leans New York, New Jersey and DC; an amapiano record adds the house circuit cities. Choose two or three, not ten.
Release Week, Then Weeks Two and Three
Service the club and party DJs in the lead cities first: the African night residents, the diaspora selectors, the university party circuit. These rooms move first because their audiences already know the sound and their DJs answer to the floor, not a format clock.
Then follow up and widen to mixshows. The first feedback tells you which version works and which rooms respond; the mixshow DJs, who bridge the club and the air, get the record with that context attached and the clean version on top. If London or Toronto is in the plan, this is when they start, using the U.S. response as the pitch.
Weeks Four to Six
Consolidate. Records that caught get a second push where they caught, with edits or tools if DJs asked for them. Records that did not get an honest report instead of a louder blast: which cities, which DJs, what came back, what to change before the next single. The report is the plan for the next release, which is the point of writing it. Digiwaxx runs this plan as a service, market by market, from the Africa hub.
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