Independent music promotion companies Your Army and Strange Loop Promo announced a merger on Monday (January 15), consolidating Strange Loop’s US operations under the Your Army banner.
The combined entity, with offices in Los Angeles, New York City and Vancouver, will offer a multi-genre approach to radio promotion across the US and Canada. Both companies work as promotion agencies, helping indie and major label acts to secure radio airplay, TV placements, and other promotional opportunities.
Your Army, founded in London in 2007, launched its Los Angeles office in 2013. Your Army America has been working with a number of electronic music artists including established acts such as Disclosure, RÜFÜS DU SOL, James Blake and The Chemical Brothers, as well as rising artists Nia Archives, Hayla and LP Giobbi.
“I just wanted the artist to be at the heart of everything we do and build a company based entirely on good music, which luckily we’ve been able to do,” Your Army Founder James Pitt told MBW in an interview in 2020.
In the early days of Your Army, Pitt and Co-Founder Christian Nockall worked with pioneering artists including Disclosure, Christine & the Queens, Sam Smith, The Chemical Brothers and Dave.
“We get a kick out of taking credible music to the mainstream, that’s what Your Army’s all about; moving something from the margins to the masses, it’s been great to be part of that, something that’s actually affected culture,” Nockall said in 2020.
Meanwhile, Strange Loop Promo was founded in 2015 by Gary McDonald and Geoff Goddard. The radio promotion and consulting firm specializes in building and executing radio strategies for musicians within North America. Strange Loop has dedicated teams handling Non-Commercial, Alternative, AAA, Alt Specialty, and College formats. They have been involved in campaigns with Milky Chance, Surf Curse, The Hives, Mother Mother, Petit Biscuit, DRAMA and Nick Cave.
“Joining forces in this way puts us in a position to service the needs of an even broader array of world-class artists all under one roof and I believe we’ll all do our best work yet operating as one team.”
Matt Black, Your Army America
“As the boundaries between left-of-center electronic artists and alternative music continue to blur, deepening the relationship we’ve built with Gary, Geoff, and Strange Loop over the years makes more and more sense,” said Matt Black, Managing Director, Your Army America. Black previously served as Head Of US Promotions at Your Army.
“Joining forces in this way puts us in a position to service the needs of an even broader array of world-class artists all under one roof and I believe we’ll all do our best work yet operating as one team,” Black added.
Strange Loop’s Geoff Goddard said, “We have a long held admiration for Matt, Mick, Christine, and the Your Army team. We’ve worked alongside them on a number of projects over the years and have always found benefit whenever our teams combine. We’re excited to work in partnership with them going forward!”
“We have a long held admiration for Matt, Mick, Christine, and the Your Army team. We’ve worked alongside them on a number of projects over the years and have always found benefit whenever our teams combine. We’re excited to work in partnership with them going forward!”
Geoff Goddard, Strange Loop Promo
In today’s saturated streaming landscape, breaking through the noise and achieving radio play remains a vital step for music discovery. Companies like Your Army and Strange Loop play a crucial role in bridging the gap between talented artists and wider audiences.
The merger will likely benefit emerging artists seeking wider radio exposure across diverse genres.
Music Business Worldwide