8 Innovative Music Marketing Ideas to Promote Your Older Songs to New Audiences
07 April 2023
It can be tiring sometimes to come up with new songs every time. But how to keep up then? Well, you can always use your older tracks for music marketing. Find out how!
If you are planning to
drop a new musical project next year, perhaps this is the best time to bring
your older songs to life. While you might not be thinking of any promotional
campaign currently as your upcoming music is due to
release next year; you can always utilize your older songs as a promotional
tactic. It is called a back catalog campaign where you promote your older
tracks to newer audiences.
Table of Contents
A. What is the benefit of working your Back Catalog?
Promoting a back catalog
has proven to be a highly effective strategy for music marketing which helps to
enhance your audience and fan base with the help of exciting tracks. It is
great for in-between new releases that keep the listeners engaged while
offering a fair chance to flex your musical contributions and abilities.
B. 8 Music Marketing Ideas for Back Catalog
1. Keep an eye on the data
Critical insights and
analytics of the streaming services can help you understand which old tracks of
yours have engaged the most audiences. You should also look for tracks that
have gained popularity over time. Comparing the campaign performances of your
tracks will help you choose the tracks that offer a huge buzz when you
re-market them. Once you have chosen the right track or tracks, your back
catalog campaign can be foreseen with effective results.
2. Exchange old tracks for emails
Old tracks also work as
great rewards for the fans. Is it a bonus track or an unreleased version? Give
to the fans but in exchange, ask for their emails or ask them to subscribe to
your newsletter. You can use this idea in the case of pre-save and song
purchases. Therefore, reward links can work as powerful tools to grow your
email list while strengthening relationships with others.
3. Drop a remix track
There is nothing more
exciting than a remix that gives old songs a new life. You can also collaborate
with other music producers to create a completely different version of your old
song. Putting together an EP of several remixes is also a great idea in this
case which helps you create an entirely new audience base.
4. Release an acoustic or unplugged version
Acoustic or unplugged
versions are great ways to show the other side of your artistry. Even if you
have not formally released such a version before, you can always re-record a
version to release it freshly. While you are just dropping a new version, it
gives the sense and essence of a new track.
5. Official music videos
Even though most musical
releases these days are accompanied by official music videos, many old tracks
miss out on the attention they deserve simply because there are no music videos
for them. Remember, it is not always necessary to put up an extremely
attractive video with cinematic effects as most emerging music artists would
not have the budget for that. Even if you just post a lyrical video of the old
track, it offers a new light and visual layer to it. And so, it can quickly
generate some buzz again.
6. Album anniversary campaign
Whether it has been just
a year or a decade, album anniversary campaigns are worth celebrating and offer
great online engagement. You can gather all the fun facts and trivia about the
album and share them through social media and blog sites. You see, listeners
are not only excited about music but the inside stories as well.
7. Live streams and TBT
If you play your old
tracks through a live stream on any social media platform; listeners will be
more likely to listen to it again while noticing your other musical contributions.
You can also play on listeners' requests or create a rendition; everything will
result in more exposure and organic popularity.
Similarly, the Throwback
Thursday posts on social media are a great way to bring back memories of your
previous works.
8. Chop up your tracks
In a digital age where
reels, shorts, and TikTok has a huge influence on global listeners; 15-second
clips of your old tracks can help you go viral again. Considering the new age
where the 1977 Fleetwood Mac song is breaking the top streaming charts in 2023;
anything is possible. So, make sure to chop up your tracks and use them in
social media activities.
Wrapping Up
Music marketing trends
are constantly evolving and old songs are a crucial part of it. Follow the
aforementioned tips to use your older musical creations in front of a new
audience.