How I got my first DJ support (and why I built NeedlePool)

I make tech house, bass house, indie dance and afro house. I also built NeedlePool, the DJ promo service every one of my releases now goes through. So yes, this is a founder writing about his own tool. The good part: you don't have to trust me. Both campaign reports below are live, and you can open them.

Release day used to be silent

A track comes out, the label posts it, a few friends repost it. Then nothing. You have no idea whether a single DJ heard it, let alone played it out.

The usual answer is a promo agency. Agencies typically start at $150–200 for one campaign, and the price climbs with the reach. That works if you have the budget. Most artists starting out don't.

Why I built NeedlePool

So I started thinking about a service for exactly those artists: real reach to DJs and radio for a lot less money than an agency asks. I've spent 20 years in UX and product design, and I put all of it into NeedlePool, together with a team. I wanted it to be obvious from the first screen, no manual needed.

On NeedlePool you can get results from about $15 a month, against $150–200 for a single agency campaign. For that, an artist who's just starting out gets first feedback from DJs: who downloaded the track, what they thought of it, and support worth showing on Instagram. Every play is in the report, so you don't have to take anyone's word for it.

What changed

The first DJ support came in. DJs and radio shows from the UK, the US and Germany wrote back that the track was going in their set or on air. Then my Shazam numbers started climbing. A Shazam means someone heard the track somewhere loud and had to know what it was. That's the signal I care about.

Two DJ promo campaigns, with live reports

Curator names are hidden in the public version. In my own account I see every DJ and radio show by name. The numbers are from 9 November 2026, and the reports keep updating.

Not every reply is five stars. Some DJs pass, some say it's not their sound, and the report counts those too under “Not interested”. Fine by me. I'd rather know.

How I run promo now

I'm on the Pro plan: 2,000 emails a month into NeedlePool's shared pool of DJs, radio shows and curators who publish an address for promo. A month of Pro costs less than a single agency campaign (current prices), and I use it regularly. Each release gets its own campaign, matched by genre, so afro house goes to people who actually play afro house.

• DJs who didn't open the first email get a second wave.
• The report shows who played it, who downloaded it, which mix they preferred and who's taking it to radio.
• The best reviews go straight from the report to Instagram as cards.

Try it on your next release

You can start free with your own contacts and move to a paid plan when you want the shared DJ pool. If a release is coming out this month, send it somewhere you'll see what happens to it.