A promo stand is a rigid paperboard or card stock usually given to shop to promote albums (or rarely video) and artists. Almost all major artists have this kind of publicity. This attempt to manage the public’s and fan’s perception of a musician is driven by a marketing campaign that decides as well the advertising on newspapers and other media, the interviews and the TV appareances.

Sometimes stands have different layout and sizes even for the same promotional album; often they are 3-dimensional offering several layers to attract more attention in shops. They are highly collectable because usually after the initial campaign for the new record they are thrown away.