When Your Old Music Becomes Your New Music

Photo Credit: Tima Miroshnichenko A dormant song can become an artist’s biggest release when a 15-second clip goes viral, forcing them to market past releases in the present moment. Historically, the traditional music cycle was linear: release a single, promote it, move to the next, and work toward an album before the song retired to the catalogue. Social media makes music release cycles unpredictable, as older songs regularly soundtrack viral TikTok, Instagram, or YouTube videos to gain new audiences without […]