Reviving Your Back Catalog: Strategies to Market Older Music Releases

As an artist, your discography represents a tapestry of creative milestones, each album is a unique snapshot of your artistic evolution. But even your most cherished releases can fade from the limelight as new music takes center stage. Remarketing those older gems isn't just a nostalgic exercise — it's a savvy strategy to reconnect with loyal fans and attract new audiences who may have missed out initially. We've collected proven music marketing strategies and tips to help breathe new life into your back catalog and ensure your old tunes continue to resonate.

1. Celebrate Milestones and Anniversaries

Key anniversaries provide the perfect excuse to reintroduce classic albums to the world. Whether it's the 5th, 10th, or 20th anniversary of a release, capitalizing on these occasions is one of the most effective ways to make older albums resurface.

Consider creating special anniversary edition re-releases, complete with remastered audio, bonus tracks, and exclusive behind-the-scenes content. You can also produce new music videos, host listening parties, or even go on an anniversary tour, performing one of the old albums in its entirety.

2. Take Advantage of Music Streaming Playlists

Needless to say, music streaming is hugely popular these days. Well-made playlists on services like Spotify and Apple Music help lots of people discover new music they'll enjoy. Submit your older songs to popular playlists that fit the style and genre of that music. Having your older tracks on playlists is a natural way to introduce your back catalog to brand new listeners who've never heard it before.

You are probably already familiar with the process of getting your music placed on Spotify playlists but don't just rely on your most recent releases. Including songs from your previous albums on playlists, too, allows fans to explore your entire body of work. It exposes a whole new audience to music you've made years ago.

3. Share Behind-the-Scenes Memories

Get fans excited about your older albums again by showing them what went into making them. Share photos, videos, and fun stories from when you recorded the albums. Make short documentaries or have people who worked on the albums talk about the experience. This will help fans take a deeper look at the work and creativity that went into creating your older music.

Providing this kind of behind-the-scenes content lets people re-discover why they loved these albums in the first place, even if it's been years since they first heard them. Show clips of you writing the songs, rehearsing with the band, and actually recording the music in the studio. Let fans see the human side and effort that went into making the albums they love. Giving this inside look reminds people why your artistry on these classic records connected with them originally.

4. Work with Music Influencers

Find bloggers, YouTubers, and social media influencers who have fans who might like your kind of music. Reach out for potential partnerships like exclusive listening parties for your re-released albums, unboxing videos of deluxe re-issues, or Q&A sessions where they can ask about the making of the albums.

You can also have influencers introduce your older songs to their audience by reacting to the tracks on video or making playlists with your back catalog songs. When an influencer genuinely endorses and talks about why they like your previous albums, it adds credibility that can make their fans want to listen to the music they may have missed out on before.

5. Use Nostalgia to Your Advantage

On big anniversaries, notable dates, or even random occasions, share old memories, pictures, and video clips from when those albums were new on social media. Ask your fans to share their favorite songs, personal stories, or special moments connected to that music. This nostalgic approach reconnects you with your existing fanbase while also grabbing the attention of new potential fans.

You can even ask fans to send in their own stories and photos to create commemorative videos celebrating those classic albums. Get people talking about how the music was the soundtrack to important times in their lives. Bringing up those sentimental memories reinforces the long-lasting emotional impact of your art while introducing it to a new generation who may just be discovering it. Tapping into nostalgia makes your older music feel relevant and meaningful again.

6. Repackage and Bundle

Breathe new life into older albums by repackaging them with modern spins. Compile greatest hits anthologies, bundle deluxe reissues with bonus material like merch or exclusive experiences. These fresh, value-added offerings create a sense of exclusivity.

You can also look at reissuing albums on limited edition colored vinyl or creative packaging to appeal to collectors. Get creative with the bonus content by including unreleased outtakes, remixes by contemporary artists, or new commentary tracks walking through the recording process. Approach it with the mindset of giving long-time fans something new and exciting about these classic releases they've cherished for years.

7. Play Full Albums Live

There's nothing like hearing an entire album performed live from start to finish. Go on special tours just to play your classic album releases all the way through, in the original order. This lets fans fully experience the complete artistic vision behind the album, just like you intended. It also creates a lot of excitement and gets people talking about the shows.

You can make these shows even more special by offering meet-and-greet opportunities or exclusive tour merchandise only available at those concerts. Consider having special guests who played on the original album recordings join you on stage and share stories about making the album between songs.

It's important to make sure that your older, classic albums are not forgotten or overlooked as you release new music. Use the above strategies to revive interest and introduce those back catalog gems to new fans.

The key is finding authentic ways to resurface your back catalog and remind people why they first loved that music. With some savvy marketing moves, you can ensure your most beloved older releases keep finding new audiences for years to come.

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