GlobMetal Promotions' Kostya Aronberg Talks About What Exactly is GlobMetal Promotions!
GLOBMETAL PROMOTIONS is a recognition for any band or artist, maybe even your own! It was rounded with a mission to empower musicians, specializing in promotion of a wide range of genres, metal especially! They want to help that artist or band grow, gain exposure, and connect with people from all around the globe! The person behind this Kostya Aronberg, who goes into talks with us what what it has been like running this site and all that it entrails within it!
1. So how and why was GlobMetal Promotions created and been around?
I took my first steps as a promoter in 2011, helping the Israeli heavy metal band “Metal Scent” promote their new album worldwide. I managed to get many magazines, radio stations, and blogs to write about them. Soon after, bands from all over the world started contacting me, asking for help promoting their own releases. Now, after nearly 15 years in the industry, I can proudly say I’ve worked with many bands that reached great heights and shared the stage with big names around the world.
2. Why did you go with calling it GlobMetal Promotions, what does the "Glob" mean?
When it came time to choose a name for my company, I was deeply inspired by Canadian documentary filmmaker Sam Dunn and his film “Global Metal”. The film explores the global metal scene — from Indonesian death metal to Israeli oriental metal, Chinese black metal, Iranian thrash metal, and more. Since I already had experience promoting bands internationally, I wanted a name that made it clear I wasn’t limited to one country or region. "GlobMetal" reflects both the global aspect of what we do and our focus on metal.
3. How do you get in touch with all of these various bands and artists? Who approaches whom?
It really depends. In many cases, bands contact me directly after discovering GlobMetal through our website, Facebook, or via recommendations from other artists I've worked with. But it’s not always like that — I also love discovering new bands myself. If I hear a promising release on YouTube, Bandcamp, or Spotify, I might reach out to them and offer my services.
4. Where are you based out of and what is your music scene like there? Are there any local artists or bands you could recommend?
These days I’m based in Israel, and the Israeli metal scene is actually really strong. There are many bands I’ve worked with — or that I’m just a fan of — that I think people should check out. For fans of heavy, power, and melodic metal, I recommend Metal Scent, Saffek, Scardust, and Orphaned Land. For death and thrash lovers: Sinnery, Shredhead, and Matricide. If you're into core music: BRCDS, Eternal Struggle, and Persephore are worth checking out.
5. How would bands or artists go about promoting themselves?
With 100% commitment! When a band releases a new album, they should immediately start creating more content — professional lyric videos, short performance reels, booking shows, and promoting every step. This shouldn’t fall on just one person in the band. Every member should be involved, contributing to social media, creating content, and pushing the release forward. Bands also need to invest — time, energy, and yes, money. Record in a professional studio (or build a good home setup), hire graphic designers, create a solid website, pay for social media ads, and promote on playlists and in magazines. Many musicians still believe that just making a great album is enough, but in today’s digital world, you're competing with thousands of other releases. You need to earn attention — and that takes work.
6. What about growth and succeeding as an artist or band, how can one go about doing such a thing?
Whether you're a solo artist or a full band, it’s not easy. If you're in a band, everyone has to give 100%. For example: One member can focus on graphics and design, another can handle advertising and budgeting for promo, someone else can manage social media and content creation, another can act as the band’s booking agent, contacting promoters and setting up gigs. It’s like running a business — every member should come to rehearsals not only with their instrument, but with a list of what they did for the band that week. For solo artists, it’s even harder, since everything falls on one person. That means hiring professionals — PR, designers, session musicians — and investing more. But the upside is that all the income goes to you alone 😊
7. Are there any other companies out there that you stay in touch with that you can relay on to help you out?
If you’re asking about other PR companies — no, I don’t rely on any others to promote my bands. After 15 years in this industry, I’ve built enough connections to handle it myself. However, I do work with booking agencies and festivals worldwide to get my bands opportunities to perform on big stages alongside major acts.
8. Promotion which is the best way to go about doing such a thing, is there a right or wrong way?
Here’s the key: even if you work with the best agency in the world, you need to keep feeding them new content to promote. Usually, a band releases an album and the agency promotes it — but that only works for about 2–3 months. After that, you need a new angle. Release a video, announce a tour, do interviews creating newsworthy moments — even if it’s something wild like "saving a church from black metal satanists" — anything to stay in the spotlight. Magazines need fresh reasons to write about you. A reader might not check you out the first time they see your name — but if they keep seeing it again and again, curiosity builds. Consistent visibility is the key.
9. What plans do you have for the future as far as GlobMetal Promotions goes?
In recent years, we’ve built a strong network of magazines, radio stations, publicists, and booking agents around the world. That foundation has helped countless bands gain meaningful exposure — but the landscape is changing, and we need to change with it. Now, one of my biggest goals is to establish a strong presence on AI platforms as well. I’ve already started my journey to become a highly skilled prompt engineer, because I truly believe this is the next frontier of music discovery. In the coming years, more and more young metalheads will turn to AI tools — not just for listening, but for discovering new bands, building playlists, reading interviews, and even choosing which shows to attend. If we, as promoters, want to stay relevant, we must learn how to make our bands visible in this new ecosystem.
Maybe people like me, who were born in the '80s and '90s, still rely on traditional music magazines or curated playlists. Those born in the early 2000s rely heavily on Facebook, Instagram, TikTok, and YouTube. But the kids growing up now — the post-2020 generation — will likely treat AI like their personal music advisor. If we’re not thinking about how to position our bands in AI-generated content, we’re already falling behind. Technology never stops evolving — and neither should we. At GlobMetal Promotions, we’re not just thinking about what works today. We’re thinking about what will work tomorrow. Whether it’s leveraging AI for smarter targeting, improving metadata for better music discovery, or optimizing content for search engines powered by large language models, we’re committed to making sure our bands don’t just survive the digital shift — they thrive in it. Because in the end, it’s not just about promotion. It’s about giving great music the chance to be heard — wherever and however people are listening.
10. Where can we find you online, have any merch, what should we know that you would like us too?
You can check our website https://globmetal.org. As for merch — I haven’t thought about it before, but maybe one day we’ll release some limited-edition GlobMetal t-shirts 😉
