In the fast-paced world of the music industry, where trends come and go, and new releases flood the digital platforms regularly, artists often find themselves caught in the perpetual pursuit of creating fresh, innovative content. However, in this race for the next big hit, the importance of promoting older music often gets overlooked. In this article, we explore why artists should actively promote both their old and new music, emphasizing the timeless value of their entire musical catalog. Click Read more to continue to the article.
1. Diversify Your Audience: Promoting old music allows artists to tap into a diverse audience. Not everyone discovers an artist at the release of their latest album. By showcasing a comprehensive range of work, artists can attract listeners who resonate with different phases of their artistic evolution. Older tracks might connect with people who appreciate a different style or genre, broadening the artist's fan base and creating lasting connections. Remember old music is brand new music to someone who has never heard it before, regardless of when it was made.
2. Tell Your Story: An artist's musical journey is like a novel, with each album or track representing a chapter in their story. Promoting old music provides an opportunity to narrate the story of one's evolution as an artist. Fans love to see growth and change over time, and by revisiting and promoting older tracks, artists can provide context to their current sound, revealing the narrative behind their creative choices.
3. Rediscover Hidden Gems:
Over time, certain tracks may not have received the attention they deserved upon release. By revisiting and promoting older material, artists can shine a light on hidden gems within their catalog. These hidden treasures might resonate with audiences in unexpected ways and serve as a pleasant surprise for fans who may have missed them the first time around. It is not uncommon for an artist's music to blow up 6 months, 12 months or even years after the release. Especially nowadays if your music is used in a TV show, Tik Tok trend or through other social media outlets - your old music can still blow up long after its original release.
4. Create a Cohesive Brand: Promoting both old and new music contributes to the development of a cohesive brand identity. A well-rounded collection of work showcases an artist's versatility and depth, positioning them as a multifaceted creative force. This not only strengthens the artist's image but also provides a more holistic experience for fans, fostering a deeper connection to the artist and their body of work.
5. Maximize Revenue Streams: While new releases generate excitement and often drive revenue, neglecting older music means missing out on potential income streams. Streaming platforms, licensing opportunities, and sync deals often extend to an artist's entire catalog. By actively promoting older music, artists can tap into these revenue streams, ensuring a steady income flow beyond the initial release period. This is even more relevant now that we are seeing streaming services come up with, shall we say, borderline legal practices like dictating how many streams you need before you will even start generating revenue - don't let your old songs die, and do your best to consistently promote them.
In the competitive landscape of the music industry, promoting both old and new music is essential for artists aiming to build a lasting and meaningful career. By embracing the entirety of their musical journey, artists can diversify their audience, tell a compelling story, rediscover hidden gems, create a cohesive brand, and maximize revenue streams. In doing so, they not only honor their artistic evolution but also foster a deeper connection with fans who appreciate the timelessness of their entire musical catalog.