Kohdekappaletta

Kohdekappaletta, literally "target song," is a term used in the Finnish music industry to refer to the song that is chosen as the focal point of a promotional campaign aimed at a specific audience or market segment. The concept serves as the central piece around which marketing efforts—radio promotion, streaming playlist pitching, social media content, and advertising—are coordinated.

The etymology is straightforward: kohde means target and kappale means song. The term is not formally standardized and is often used informally by record labels, marketing agencies, and artists in Finland. As a result, its exact meaning can vary between organizations, reflecting different campaign goals or branding strategies.

In practice, the selection of kohdekappaletta is typically informed by data and audience research. Factors considered include genre alignment with the target demographic, the artist’s brand, and campaign objectives. The chosen track may function as a lead single or simply as the anchor of the push, guiding promotional priorities and pitch materials for radio, playlists, and influencers.

Kohdekappaletta is related to broader concepts such as lead singles and promotional campaigns but is more specifically tied to targeted marketing efforts rather than to release sequencing alone. Its use highlights the integration of analytics, branding, and media outreach in contemporary music promotion.

See also: lead single, promotional campaign, playlist pitching.