Music from party promotions (7)

I believe the answer is:

ballads

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'music from party promotions' is the definition.
The answer and definition can be both related to communication as well as being plural nouns.
Perhaps there's an association between them I don't understand?

'party promotions' is the wordplay.
'party' becomes 'ball' (ball is a kind of party).
'promotions' becomes 'ads' (ad is a kind of promotion).
'ball'+'ads'='BALLADS'

Can you help me to learn more?

(Other definitions for ballads that I've seen before include "Popular songs" , "Soppy songs!" .)

I've seen this clue in The Independent.

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