Dance Music Industry Veteran George Hess Launches Zero2Fifty Group

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Newly Formed Promotion Company Addresses Evolution of EDM; Propels Projects Over the Tipping Point Towards Mainstream Success

Zero2Fifty Group, a dance music promotion and marketing company, was launched this month by 25-year dance industry veteran, George Hess. The company's strategy is to evolve the traditional promotion model, with the specific intent of bringing projects from “zero to fifty,” giving them the opportunity to cross-over from dance to mainstream success.

“In today’s huge dance/EDM culture, it’s increasingly difficult to get a clear picture of the crossover potential for any given project,” Hess explains. “Our goal at Zero2Fifty is to create layer after layer of airplay, social media engagement with stations, marketing, and content distribution to radio and their listeners. The end result is to strategically build buzz that garners interest from radio programmers, listeners, and potential partners who can help take a project all the way home.”

Hess has a track-record for this type of cross-over success, including Armin van Buuren’s “This Is What It Feels Like,” which earned a Grammy nomination and went Gold in the U.S; Kiesza’s “Hideaway,” which went Top 20 on the Billboard pop charts, inviting appearances on both David Letterman and Jimmy Kimmel; and the Chainsmokers’ “#Selfie,” the Platinum-selling release which took 2014 by storm at pop radio, hitting Top 10 on the Hot 100 Billboard Charts.

Hess personally oversees all projects, and has tapped the expertise of Brett Holcomb who serves as Director of Radio Promotion. A radio veteran since 1998, Holcomb launched the Dance Revolution show on WBZC, worked as Program Director for WDBK, and for eight years served as Operations Manager/Program Director for Z889 WBZC, a three-time nominee for best radio station at the International Dance Music Awards. Holcomb’s insider perspective as a former radio programmer will be enormously valuable to the overall success of each project, providing clients a multi-level approach to the promotion process.

About company founder George Hess:

Hess began his career as the Senior Director of the Dance Music department at Arista Records in 1989, breaking such artists as Taylor Dayne, TLC, Exposé, and Lisa Stansfield. In 1994, he started Elite/ADM Marketing, a national radio and street promotion company, and was instrumental in launching careers for artists such as Mary J Blige, Mariah Carey, Eminem, Snoop Dogg, Lil Jon, 50 Cent, 98 Degrees, Sean Paul, and Everything But The Girl. In 2005, he was brought on as the Head of Global Promotion for Strictly Rhythm Records, a company known as the “granddaddy of all house music labels,” working with artists such as Eric Morillo, Nadia Ali, Todd Terry, and Groove Armada. In 2011, he became an independent consultant, quickly building a client roster of top EDM/Dance music labels, including Armada Music, Dim Mak Records, Size Records, Insomniac Records, Phazing, Casablanca Records, Enhanced Music, Cloud9, Revealed Records, and Kontor Records. With a special talent for building strategic campaigns to bring dance artists to U.S pop radio/culture, Hess launches Zero2Fifty Group in 2014, a promotion and marketing company with a vision to launch records not just onto the dance charts, but into the stratosphere.

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George Hess
@iamhess
since: 04/2010
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