Hello, everyone! Happy Friday!

Let's dive right into this week's insights!

This issue delves deep into the art and strategy of music catalogue marketing. We'll explore how labels and artists are innovating to breathe new life into classic tracks in the age of digital abundance.

Importantly, catalogue marketing isn't just for high-profile heritage artists.

Anyone representing an artist with a fan base and an existing catalogue should be paying attention.

Also, here's what else we have in store for you:

• The Rolling Stones Serve Anniversary Ice Cream.

• Metallica Unveils New Podcast.

• Apple's New Discovery Station.

• Leveraging Spotify's Discovery Mode for Artist Growth.

FEATURE

Music Catalogue Marketing in 2023

Since the introduction of iTunes, and more significantly, the advent of streaming, the music industry has been presented with a transformative opportunity: the ability to monetise music catalogues in unprecedented ways.

This shift has not only redefined how music is consumed but also how it is marketed and appreciated by fans.

As recent data illustrates, consumption of music catalogues has been steadily on the rise, accounting for a remarkable 72.8% of music consumption in 2022, up from 66% just two years prior.

This trend underscores a broader cultural shift towards consumption over ownership, where the allure of the new is balanced with a renewed appreciation for the existing.

In this age of digital abundance, catalogue marketing is no longer about merely reissuing old favourites; it's about breathing new life into existing music, offering fans both a nostalgic journey back to beloved classics and an opportunity to discover potential new favourites.

Let's delve into the known strategies for revamping catalogue marketing.

Proactive vs Reactive

First it is important to understand the concept of proactive vs reactive.

Reactive marketing relies on unexpected viral moments (think Fleetwood Mac's ‘Dreams’) that revive old songs.

When a track suddenly trends, labels must quickly jump to action, looking for ways to monetise the renewed interest. This approach can be lucrative but is unpredictable and dependent on external factors.

In contrast, proactive marketing involves a planned, coordinated effort by labels to breathe new life into old songs.

This strategic method allows labels to create sustained interest in their catalogues, connecting with fans in a meaningful way.

This is not a new idea, but the shift towards this more deliberate approach is becoming increasingly common.

Making Catalogues Relevant Again

Making catalogue music relevant again is perhaps the most pressing question.

How can old songs be made to feel timely and culturally relevant in an ever-changing landscape?

The answer lies in strategic marketing and creative engagement that taps into current trends and sentiments. Through relevancy, labels unlock the opportunity to amplify growth via streaming services.

Whether it's through innovative collaborations, social media campaigns, or aligning with cultural movements, the goal is to breathe new life into the music, making it resonate with both new and existing audiences.

Key Moments

Keeping track of key moments such as anniversaries, touring schedules, festival slots, side projects, and even seasonality can create valuable opportunities to promote and monetise a catalogue.

Seasonal events like Christmas or Valentine's Day can be harnessed to create fresh interest in old favourites.

Maintaining a running calendar of these significant dates and events associated with artists is essential.

By aligning marketing efforts with these key moments, labels can craft timely and resonant campaigns that breathe new life into their catalogues.

Digitally Repackaging Catalogues

In the digital era, repackaging catalogues takes on a new dimension, moving beyond traditional physical reissues like special editions and remastered sets.

The age of streaming has allowed for more flexible and innovative approaches to presenting old catalogue music in fresh, easily digestible ways for fans.

The Rolling Stones have embraced this approach since 2020, releasing a steady stream of six-track digital compilations.

These compilations explore various themes like ‘Rock,’ ‘Country Blues,’ ‘Protest,’ and more, resulting in a total of 26 releases spanning three years.

Unlike typical artist playlists, these digital album releases of previously released material represent a smart and inexpensive way to rejuvenate the catalogue.

Here is the most important part…

This approach triggers streaming algorithms, placing the songs back into algorithmic playlists like Release Radar, thereby ensuring that the music continues to reach new and existing audiences in a contemporary context.

Utilising Playlists

Utilising playlists has become a vital strategy in promoting catalogue music, especially in an environment where many of the biggest playlists are primarily focused on new releases.

The challenge lies in securing placement on editorial or third-party playlists that accommodate catalogue music.

Success in this area requires a strong argument for why the artist or track is relevant again.

By communicating directly with DSPs and sharing plans and successes with the track on other channels, labels can enhance their chances of landing on an editorial playlist.

Whether it's a special anniversary, a resurgence in popularity, or a coordinated marketing campaign, having a compelling reason for pitching the song is crucial.

Social Media and Content Creation

Social media and content creation are essential tools in making catalogues timely and engaging.

By crafting new content such as music videos, alternate versions of releases, or even alternate language videos, labels can drive fresh traffic to streaming services and reinvigorate the artist's profile.

Platforms like TikTok, Instagram, and YouTube, coupled with influencer marketing, offer powerful channels to reach both new and existing fans.

Viral Trends

Being ready to respond to viral moments can lead to significant payoffs for artists and labels.

While some user generated content campaigns may be planned, the most effective strategy often involves closely monitoring the organic use of artist songs and encouraging the artist to actively engage with fans through comments, shares, and duets.

Once a trend has been identified and the artist is actively engaged, it may be the opportune time to involve paid influencers to further amplify the reach.

Be warned! Platforms like TikTok place a premium on authenticity, and attempts to manufacture viral moments can fall flat.

Repackaging Old Content

Repackaging old content is a creative strategy that can breathe new life into existing music catalogues.

By exploring what visual content can be reused, labels can find smart ways to leverage archival material.

Take, for instance, Neil Young's subscription-only archive or the more recent showcase of Courtney Barnett's live performance archive.

Engaging the artist in this process, where possible, adds authenticity and can create a more compelling connection with fans.

Sync and Media

Proactively seeking out sync opportunities has the potential to be a game-changer when the right opportunity is landed.

Utilising various media forms such as documentaries, biopics, podcasts, and more, not only deepens connections with fans but also promotes a sense of nostalgia.

This multifaceted approach plays a vital role in re-engaging audiences with catalogue music, keeping it alive and relevant in a crowded marketplace.

Frontline and Catalogue Marketing Collaboration

The collaboration between frontline (new release) and catalogue marketing teams is becoming an essential strategy in the music industry.

Recognising the synergies between the two, some labels, such as BMG in April of this year, have even taken the step to combine these teams.

This integrated approach recognises that frontline strategies are not only applicable to new releases but can also invigorate catalogue marketing and vice versa.

By fostering greater collaboration and communication between these teams, labels can create more effective and cohesive marketing strategies that ensure both new and old music reach their intended audiences.

Key Takeaways

As the lines between old and new blur, it's clear that with the right approach, every song has the potential to find its moment in the spotlight once again.

By blending traditional strategies with modern digital innovations, labels and artists can breathe new life into old tracks, ensuring they resonate with both new and loyal fans.

^{Written by Nick Lynagh}

NEWS

The Headlines

Stones Serve Anniversary Ice Cream: In honour of the 20th anniversary of their compilation album "Forty Licks," and its first-time release on vinyl, The Rolling Stones treated fans in London to free ice cream.

The band's specially themed ice cream truck roamed the streets, offering unique flavours such as "It's Only Rocky Road" and "She's A Rainbow" with sprinkles.

The event was not only a celebration of the album's digital release but also a refreshing gesture to fans enduring the hot weather.

‘Forty Licks,’ which was originally released in July 2003, encapsulates 40 years of The Rolling Stones' iconic musical journey.

💡Insight - Leading with this story feels apt, especially as this edition of Promoed delves deep into catalogue marketing. The Rolling Stones' move is a stellar example of blending various promotional techniques: crafting new content, repackaging for a digital era, and commemorating a significant milestone. - NL

Metallica Unveils New Podcast: Metallica has unveiled a brand-new podcast, "The Metallica Report," broadcasting directly from the band's Californian headquarters.

The weekly show promises to provide fans with an all-encompassing look into the world of Metallica.

Along with updates on the band's activities, the podcast will feature mini-segments that include exclusive behind-the-scenes news, interviews with touring crew members, designers of posters and T-shirts, fans, and personal insights from band members.

💡Insight - Keeping with the catalogue marketing vibe, Metallica's diving into the podcast scene is another good example. Using media like this not only strengthens their bond with fans but also taps into that nostalgic feel. It's all about deepening connections. - NL

Apple's New Discovery Station: Apple Music has introduced a new feature called the Discovery Station, designed to help users explore new songs tailored to their listening habits.

The station will play a handpicked selection of tracks that align with the user's preferences but are new to their ears.

Located beneath the ‘Stations for You’ section, the Discovery Station complements the existing personalised station that plays songs from the user's library.

💡Insight - Apple's diving further into the algorithmic discovery game, seemingly taking a page from Spotify's playbook. Remember when Apple was all about human curation over algorithms? Times have changed, and it's interesting to see them pivot. - NL

LEARN

Leveraging Spotify's Discovery Mode for Artist Growth

For music marketers, Spotify's Discovery Mode offers a promising, albeit controversial avenue to amplify artist reach.

This tool allows you to prioritise tracks within personalised listening sessions, making recommendations based on user engagement.

In just its inaugural month, Discovery Mode witnessed a 50% surge in song saves, a 44% rise in playlist additions, and a 37% growth in artist follows.

To get involved, artists can activate campaigns via the Spotify for Artists dashboard.

Eligible tracks should have been on Spotify for a minimum of 30 days and recently streamed on the radio.

Performance metrics are accessible 11 days post-campaign initiation, providing invaluable insights for future strategies.

Now for the controversial part…

While Discovery Mode is free upfront, Spotify charges a commission on recording royalties from active areas. 🤔

You can learn more here (link).

FAST FACTS

Impress Your Boss with This Fast Fact

👉 27% of artists have utilised various AI music tools.

This is according to a recent report by TuneCore. The study also revealed that artists are leveraging AI for creating artwork (57%), producing promotional assets (37%), and engaging with fans (20%). Read the full report here. (link)

KEY FINDINGS

Our Top Picks This Week

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• Apple Paid Travis Scott Millions for Astroworld Concert (Link)

• Bandcamp Introduces Listening Parties (Link)

• X Takes @Music from User (Link)

• ROSTR Debuts Music Jobs Board (Link)

ICYMI

Catch Up on Our Recent Stories

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