Extending Music Lifecycles in the Ramp Up to New Releases
If you're in a band, you know the drill - you drop an album, promote the heck out of it, tour like crazy, and keep working that record for all it's worth. But at a certain point, things start winding down. Momentum stalls. And suddenly you gotta start gearing up for new releases.
So what do you do to keep your fans hooked in between albums? That's where Oceano provides a solid blueprint...
Taking A Live Show Virtual
Instead of just riding it out, Oceano came up with a pretty cool idea. They turned one of their live shows into an exclusive virtual experience that fans could rent and watch on-demand right through their Shopify store – thanks to the Single app.
Bundling in Limited-Edition Merch
Then they took it up a notch by pairing the live footage with limited-edition merch bundles. Fans could pick the bundle option that worked for them, or just grab the virtual ticket. It helped keep older material circulating while also priming fans for new tunes.
Oceano hyped it all on social media too - behind-the-scenes looks at the merch and show to pull back the curtain.
Trying It with Your Own Fans
Want to keep your fans hyped between albums? Steal a page from Oceano's playbook:
- Capture an awesome live show to offer as a virtual rental.
- Create exclusive merch bundles that fans can only get from you.
- Build hype on social media with behind-the-scenes peeks and shoutouts to your direct-to-fan offers.
- Use your own online store to sell it all and collect useful fan data while you're at it.
The key is getting creative with re-packaging, re-promoting, and re-engaging fans with your catalog in the ramp up to new music. It lets you maximize the lifespan and value of your recordings. And Oceano's live show rental approach is definitely one to take inspiration from.
