Spotify is currently the biggest music streaming platform in the industry, and almost every other music artist is trying to build a successful career on the platform. From emerging music artists to established artists in the industry, every musician is trying to grow through Spotify, and the platform is getting more competitive for everyone. As a result, music artists in modern times are looking for Spotify song promotion services to promote their musical creations.
A lot of artists might have had the thought of promoting old songs on Spotify, but they refrained as it is not a current release and perhaps not trendy. However, stats show that old songs are currently buzzing on Spotify, and any artist can promote their older creations, as there is no strict rule for it. You can easily promote Spotify songs that are old or released earlier, and the project might resurface again with a viral situation. Now, it is a natural curiosity for most people: why should you promote older songs when you have new projects? Let’s find some compelling reasons for that.
- High Catalogue Engagement – Statistics show that more than 60% of the artist profiles that are streamed on Spotify come from the popularity of songs that are more than 18 months old.
- Algorithmic Revival – Experts suggest that marketing or promotion of an older song can trigger or re-engage algorithmic features in Spotify playlists like Radio and Discover Weekly.
- Discovering Hidden Gems – Marketing the unpromoted songs in your career can make your music more discoverable, offering hidden gems from your musical arsenal for the listeners.
Besides, old songs on Spotify are currently gaining more attention from the short-form content features on social media. Online users on social media are featuring old tracks in their social posts and short-form content, and the trend is further followed by many others. This way, many early tracks are going viral again, like a reissue. This phenomenon is often observed for artists who are part of digital transformation. Back then, there was no YouTube or Spotify for listeners like there is today, so those songs are resurfacing again with the streaming experience. Some of the best examples in this case would be ‘Running Up That Hill (A Deal With God)’ by Kate Bush and ‘Like a Prayer’ by Madonna, as those songs were released in the 80s, but they went viral in the modern era.
How to Market Your Old Track
- Social Ads – You can run targeted ads through social media platforms like Instagram, Facebook, and others, which drive organic traffic to your Spotify link. You can create an ad strategy before you start the campaign.
- Short-form Video Content – As already mentioned, short-form videos are currently the most popular elements on social and entertainment platforms, and you should also leverage their benefits for gaining attention. Start creating fresh TikTok Videos, Instagram Reels, or YouTube Shorts to promote your older track. You can also repurpose your music video in this case through short clips and teasing visuals.
- Playlist Curators – Independent playlist curators curate playlists based on mood, genre, style, and other elements. You can pitch playlist curators who feature similar music to yours, and this way, you can find more like-minded listeners on Spotify.
However, all of this can start to feel overwhelming when you have an upcoming music project that needs to be finished. To fully concentrate on your craft, I would recommend you hire a professional service provider for Spotify promotion, such as The Tunes Club. The agency helped me grow as an independent music artist on Spotify and also offered me ample time to focus on my music. With a promotional agency, you can promote all kinds of songs, whether they are old or new.
