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The complete guide to promoting older music releases

When most musicians think about promotion, their minds naturally focus on their latest track, album, or EP. The newest release often feels like the freshest, most exciting project – and it’s the one you assume needs all the energy and attention. But have you ever thought about giving an older track a second chance?

Sometimes, those hidden gems tucked away in your back catalog still have the potential to shine. With the right approach, an older release can reach new audiences, serve new purposes, or even outshine your latest work in specific contexts. Here’s everything you need to know about why and how to breathe new life into your older music.

So, why promote older releases?

Playlisters care about fit more than release dates

While many bloggers focus on presenting fresh tracks, playlist curators tend to prioritize fit over freshness. Unless a playlist explicitly states a preference for new music (e.g., "Best Pop 2024" likely won’t feature a 2019 track), most curators are open to older songs – as long as they align with the playlist’s theme or vibe. This makes your older tracks just as viable as new ones when submitting to playlists, especially if they match the curator's specific style.

A perfect second pitch

Receiving feedback on a declined submission can be a goldmine for identifying which older tracks to promote. For instance, if a curator liked your song but mentioned it was too mellow for their playlist, consider submitting an older, more upbeat track instead. Reference their feedback in your second pitch to show you’ve listened and carefully selected something more fitting.

Leverage an older release’s history

One advantage of older releases is the context they already have. You know how fans responded, where the track was featured (bonus points if it made it onto editorial playlists), and how listeners and reviewers described it. This data can help you:

  • Target the right playlists by focusing on curators as close to what already worked for the track as possible.
  • Highlight past successes in your pitches, such as being featured on well-known platforms, radios, editorials - or receiving reviews by noteworthy outlets.
  • Run VERY targeted ads aimed at audiences similar to those who connected with the track in the past. Use tools like Spotify for Artists, Apple Music for Artists, and social insights to pinpoint your audience.

Revive the most successful tracks

Was an older tune of yours a fan favorite when it first came out? Or maybe still is, during gigs? You can position a previously successful as one of your standout tracks that’s worth rediscovering, highlighting its past achievements.

How to promote older releases effectively?

Evaluate the potential

  • Look for songs in your catalog that had a strong response, fit current trends, or align with the vibe of playlists you aspire to be on. A spreadsheet can be a great idea to keep track.
  • While going through your songs, assess whether their production still feels fresh. It most probably is, but if you have new ideas or find areas for improvement for some songs that did rather well, a remix or remaster (or any other fresh version) might make for a new release! 😉

Add to the visuals

  • Your cover art(s) is most probably still good, but you can change a cover artwork with most distributors if you feel like it.
  • Update your promotional materials – artwork is one thing, but think about previous press quotes, screenshots of successes, fresh content (e.g. from gigs, behind-the-scenes videos, stories about the song’s creation, or testimonials).

Pitch to curators – strategically

  • Send the track to curators that align most with the track’s “track record” so far.
  • Be sure to highlight any successes, but also make the playlisters feel special by telling them why you picked their playlist specifically.
  • Personalize your pitch for each curator, explaining where exactly your track fits and why.
  • Mention any feedback you’ve taken into account if the older release submission is an “answer” to their previous feedback.

Resubmitting can work, too

Reintroduce through social media

  • Use Instagram, TikTok, or Facebook to share clips of the song with a fresh spin, like acoustic versions, mashups with new visuals, or footage from gigs.
  • Get used to posting simple reminder stories or reels with audio regularly – it can go a long way.
  • Use the audio for reels and stories not directly related to the track, too, to keep it top of mind even without any CTA (call to action, like a Listen button).
  • Tell the story of the track – people love stories, especially when it comes to music. Share anecdotes about how the song came to be, what inspired it, the impact it had on your career, how fans responded, or why it still resonates today – perhaps in a new context, from seasonal to situational.

Advertise effectively

Collaborate with other artists

  • From a live duet, stitch, or covering each other’s tracks on socials to an actual remix or new version – sharing audiences with another artist that is close to you, musically and/or personally, offers tons of options that can give both of you more exposure.
  • How about starting a collaborative playlist? Featuring your older track(s) on a playlist co-curated by two or more artists whose music complements each other makes sense. Sharing or even paid-advertising it together will more than double your combined efforts (and finances).

If active on socials, consider working with influencers

  • Reaching out to influencers or content creators who can use your track in their content can be a valid strategy, especially on socials you’re active on. You can reshare, stitch, or quote the content and make it go much further.
  • This approach only works if you actually engage with the content – and also, with bigger budgets and a spread-out strategy (it’s not something that works on its own).

Email re-engagement of your fans

  • Share the track with your email list or fanbase, framing it as a “throwback of the day” (or any other context).
  • Encourage fans to share their memories or experiences related to the song by doing a giveaway (from merch to Bandcamp codes), a Patreon shoutout, or any other activity in line with your branding and artist personality.

A couple of tips for success

Monitor, monitor, monitor!

Use a spreadsheet and data from streaming platform analytics, SubmitHub, socials, and more to track where your older songs are gaining traction (age, countries, algorithms, playlists – which kinds?). This can guide your next promotional efforts.

Your fans know best

Ask your audience which older tracks they love most and why. Their input can help you decide what to promote next and even reveal your strengths from their perspective (maybe your slower tracks fit better with your voice!).

Consistency is key

Keep your older releases in rotation by mentioning them regularly on social media, during live shows, and in newsletters – naturally, in line with your usual approach.

The right timing helps

Pick moments when the song’s mood or theme aligns with current trends, seasons, or situations. Got a picture of your freshly broken arm – and a sad track? 🥲 There’s your content silver lining!

Bundle (it) up

Consider packaging your best older tracks into a “greatest hits” (or other) playlist, compilation EP or add a few of them to your next album. If Bon Jovi can do it, so can you!

Promoting older releases isn’t just about nostalgia or filling gaps between new projects – it’s about getting the most out of your entire catalog, extending the lifespan of your work, and introducing the right music to new audiences. Your past tracks are a key part of your story, and with the right approach, they can continue making an impact long after their original release. So, every now and then, go back to your back catalog, pick a track you’re proud of but hasn’t been heard in a while, and give it some time in the spotlight. You might just be surprised by the results!