Catalog Streaming is King
Independent artists are releasing more music than ever before: an abundance of low cost, self-service music distribution services have eliminated barriers to releasing new music and the chance for TikTok virality have attracted crowds of new artists. Yet too much of the current independent release culture is focused on new or recent releases. Releasing new music consistently might help your Spotify algorithm, but artists are forgetting about the music they’ve already released. In reality, artists should be giving their catalog music as much marketing attention as new music.
In an April 2024 article, “Maximizing Music Catalogs: A Strategic Shift For Sustainable Success,” Forbes shared that new music streaming was only 27.4% of total US music market share in 2023. So what are 72.6% of people streaming? Catalog music! Catalog music is any track released more than 18 months ago. While it’s easy to assume that “catalog” means legacy artists that have been releasing music for decades, over 50% of catalog streaming was from tracks released between 2018 - 2022 (Luminate 2023 Mid-Year Report). This means now is the perfect time to remarket any music you have released in the past five years.
A More Sustainable Marketing Strategy
It’s hard to believe that new music is less than a third of streams when we’re surrounded by a deluge of “new music out now” messages on our social media timelines. Even if you are lucky enough to go viral, many viral TikTok artists struggle to capture fans or create lasting ticket sales. When you’ve gone viral, you likely didn’t setup key fan acquisition opportunities like setting up your Meta Ads Manager with pixels and custom audiences, or optimizing your video content for searchability on YouTube. This makes it is nearly impossible to remarket to any users that may have stumbled upon your viral video and keep them as a fan. By focusing your marketing attention on catalog material, you can be more proactive with setting up crucial fan acquisition strategies instead of being at the whim of TikTok’s algorithm.
5 Steps To Promote Your Catalog
Re-Market Key Catalog Tracks Leading Into A New Release: You’ve had a few hit songs, but how do you escape being coined a “one-hit wonder”? Key catalog tracks could be your biggest tool! If you have a new single or album release coming up, use a previously popular track to create new fans and re-engage listeners. We recommend re-marketing a catalog song 60 days before your new release. You can remind fans why they fell in love with you before introducing new material and create a swell in your Spotify Release Radar.
Utilize Updated Social Media Platforms:
When promoting your familiar songs, leverage a new social media plan with your strategy and content. If luck or timing were not on your side during your initial release, you can re-imagine your song’s social media campaign based on how the platform’s culture has shifted. Utilize your social media channels in ways that maybe were not available to you the first time. This may include changes to digital advertising, playlist strategies, or influencer collaboration. Staying up-to-date on each platform to utilize new video styles or types of content will help you breathe new life into your music.
Update Your Catalog Marketing with New Streaming Tools:
Along with learning what is current in social media, streaming platforms are constantly changing too! Music consumption is forever evolving so best promote your catalog and utilize new streaming tools. New streaming platform updates that we have found applicable to our artists include Spotify Canvas, Spotify Clips, Spotify Showcase or Marquee, and Apple Album Motion Graphics. Checking what new tools, products, or platform changes have happened since you originally released ensures your greatest chance of success on each streaming service. The best way to do this is often to go straight to the source of the platform’s website’s news section or blog posting.
Creative Playlisting Tactics:
Music discovery occurs daily through algorithmic, “algotorial”, and editorial playlists. A great organic playlisting tactic is to build a thematic or mood-based playlist on your artist profile with songs within your genre or from similar artists that have been re-released since yours first came out. Use paid ads (after you have set up your Meta Ads Manager) to drive potential fans to your artist profile and discover your music.
Re-Market Around Significant Dates in The Year
Be strategic about when you are remarketing your catalog. Hone in on a release anniversary or a tie-in to a holiday. Ask yourself: Is my music related to a theme or topic prevalent in current media? Are there popular trends, present news, or even controversies that would guide someone to my song? If you can achieve the organic discovery of your content through trending topics, most people won’t know it has been out before and it will feel fresh!
Get The Catalog Support You Are Looking For
Need guidance in forming a new marketing plan for an older hit? Have more questions about marketing your catalog music? Our team at Alchemy Artist Services is eager to help.