Sync placements are also propelling catalogs into the limelight. We’ve also seen artists who’ve experienced a long hiatus promote a catalog song to increase discoverability for a new and upcoming song.”įor indie producers and creators sitting on substantial catalogs, Playlist Push is breathing new life into old. “When you look at the bigger picture, listeners simply want to hear great music and aren’t concerned with when it was released. Goodrich explained that artists’ catalogs could be smartly leveraged to raise awareness of new releases. They no longer have to wait to release a new single to see a spike in streams. More artists are now exploiting their older tracks for what they’re worth. “Now we see more labels and publishers promoting older songs, recognizing the long tail in revenue and consumption that streaming services provide.” For artists, this trend of promoting the ‘old’ puts an end to the constant pressure of making a big splash with a new track.Īrtists also realize that they need to do more than just push newer stuff. “Our business when we first started was all about ‘new.’ We were only promoting new singles,” Mitchell-Hardt explained. His company currently manages catalog campaigns from both major labels and independent artists. Playlist Push Director of Strategy Alex Mitchell-Hardt spoke about how robust the catalog landscape has become. But they need a promotional engine to beef up those purchases - and recoup millions in acquisition costs. Investors sitting on massive IP acquisitions are betting that there’s still more juice in those catalogs. Reenergizing, boosting, and exploiting these long-owned catalogs is now a music industry focus. Publishers and catalog owners are also seizing the opportunity to increase the ROI of their IP, whether recently acquired or owned for decades.Īccording to Goodrich, “This year, we’ve had publishers and labels going into their archives to find tracks that never got a chance to reach their full potential because streaming and playlist promotion didn’t exist when they were released.”
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