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Most musicians transfer on too quickly.
They put all their inventive concentrate on the subsequent launch. Or they solely promote their newest work, neglecting all of the songs that got here earlier than.
However taking your consideration off your older tracks is a mistake. As a result of there are three massive causes why you must proceed to market ALL the music in your again catalog.
Why your outdated music deserves new consideration:
- The primary and easiest motive? Good music is good music. Whereas YOU is perhaps centered in your latest stuff, your older releases will nonetheless be model new to many of the world.
- Subsequent, your again catalog is a income. Your present followers already like your older music. So discover causes to maintain ’em coming again to stream tracks and purchase associated merch.
For these causes and extra, you possibly can’t neglect your again catalog.
On this article, I’ll provide you with an inventory of the way to encourage present followers to replay music they already love, and to appeal to new followers who’ll dive into your complete catalog.
Easy methods to convey contemporary curiosity to older music
1. Have a good time album anniversaries
Anytime certainly one of your albums turns 1, 5, 10, 15, 20, 25…
… it’s an apparent likelihood to rejoice that music another time. You don’t at all times want remastering or bonus editions to commemorate an album’s birthday.
You may retell the story of the album. Ship an e mail. Make social posts.
It doesn’t need to be a year-long celebration, however at the least give the anniversary a month of content material and recollections. And — that is essential — bear in mind to inform your followers precisely the place to go to pay attention once more!
2. Drop unreleased tracks
Not every part you share needs to be a cultured diamond. In actual fact, not every part you share even must be completed.
In the event you deserted a monitor throughout a specific session, share it and inform us why it by no means made it onto an album. You may launch demos. Alternate takes. Something that helps construct an even bigger story round a earlier interval of labor.
And if it doesn’t really feel worthy of strangers’ consideration, you don’t need to distribute the music to platforms like Spotify. Simply share it immediately together with your followers and e mail subscribers.
3. Do a collaborator shoutout!
Typically self-promotion looks like tooting your personal horn. In the event you battle with that, neglect about your self for a minute and brag about your collaborators.
Did a participant, bandmate, featured visitor, producer, or co-writer contribute one thing wonderful? One thing you would’ve by no means performed by yourself? Sing their praises. It’s a good way to point out gratitude whereas additionally bringing consideration to your personal music.
You probably have an everyday collaborator, you’ll have much more choices as a result of you possibly can spotlight a number of moments you recognize from them all through your catalog.
4. Playlists, playlists, playlists
Playlists provide you with nearly limitless methods to contextualize your music.
You may group your tracks by:
- collaborator
- temper or style
- matter or theme
- interval of your profession
- a specific city you lived in whereas creating the music
- influences
- instrumentation
- different musical parts like key, tempo, and many others.
- success metrics (“Best Hits” or “Largest Misses”)
5. An artist’s-choice content material collection
Create just a few totally different, quick, themed, content material collection that you may run on social and e mail, resembling:
- The songs I’m proudest of
- My 3 greatest lyrical traces
- 5 belongings you didn’t learn about me
- My high 10 movies
- 3 individuals who formed my music
- My favourite guitar solo
I feel you get the purpose. You provide you with an idea that requires a number of emails or posts, and use the theme to generate deeper and sustained curiosity in your older music.
In the event you set these up as automated e mail sequences, you possibly can even schedule them to be delivered all year long to anybody who has lately subscribed to your record. And naturally, ship these to EVERYONE in your record when the collection is first created.
6. “Free (plus delivery & handing!)”
Have you ever ever heard or a Free + Delivery & Dealing with music provide?
It’s an attention-grabbing advertising campaign-type the place you provide to ship somebody one thing totally free, so long as they pay for delivery.
As soon as they’ve entered their fee data, you then current a second (and even third) provide for extra merch gadgets — often with a limited-time low cost.
Not everybody will elect to buy extra gadgets, after all, but when sufficient folks do, you possibly can revenue AND construct your e mail record concurrently, all whereas gifting away your music.
7. Stay listening events!
Host an occasion the place you inform folks attention-grabbing info in regards to the songs earlier than or whereas the music performs.
This may be performed digitally on Discord, X, or Twitch. Or it may well happen IRL at somebody’s residence, venue, or artwork area.
8. One-off efficiency movies
Nobody stated you want a particular motive to carry out your personal tunes!
Shoot a stay efficiency video for Reels and TikTok. Who cares if the music is 2 or twenty years outdated? Then discover the perfect 15-second clip. Publish it.
If certainly one of these stay movies will get traction, you possibly can comply with up with extra supporting content material.
9. Carry out a selected album
We’ve all seen artists stage a themed tour round a specific album.
Roger Waters has performed this for Darkish Facet of the Moon. U2 did it for The Joshua Tree. You may do it too…
… for ANY of your earlier albums.
In actual fact, I as soon as did a 7-day residency at a venue the place I performed a special album of mine every night time, so you possibly can work your complete catalog into sure occasions.
And you’ve got choices past venue reveals and festivals. You are able to do one thing related everytime you need by way of livestreaming!
10. Promote!
Among the best issues about digital advertising is that it provides you comparatively low-cost entry to huge international audiences. You too can check numerous totally different content material to search out what works greatest.
And since your oldest music might be model new to most individuals on-line, you possibly can use your highest performing social content material to achieve strangers at a decrease price.
So long as that advert content material stays an economical method to drive engagement, promote merch, and construct your viewers, go away the adverts working.
Once more, who cares if it’s an older music that performs greatest in your adverts? It’s working!
Conclusion
I don’t count on artists to prioritize older music ABOVE their newest launch.
Nor ought to they.
That wouldn’t appear reasonable. Each when it comes to efficient promotion and your personal pleasure as a creator.
However I hope you at the least see the significance of selling your again catalog. At the least sufficient to schedule in just a few of those promo campaigns all year long.
This kind of effort goes to be more and more essential if you’d like your music to stay algorithmically related and discoverable on streaming platforms.
And given {that a} deeper catalog is an unbelievable assortment of music, moods, and connection factors, you possibly can leverage ALL of your work all through the years to develop your engagement, increase your income, and construct your viewers.
You wish to know the perfect stored secret in music distribution?
It’s ReverbNation.
With pro-level attain.
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Quick responses from our assist crew.
And you retain 100% of your royalties.
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