It sometimes feels like we are living in an age of permanent anniversaries – where 10th, 20th, 25th and 50th album anniversaries all seem to crash in on each other.
For a long time, the remastered or deluxe album reissue was the main way to mark these occasions, but streaming and social media (and the always-on/on-demand culture they have ushered in among consumers) mean the very architecture of catalogue marketing has had to shift dramatically to work in this new age.
In our cover feature in Sandbox, which went out to subscribers last week, we go deep on deep catalogue and speak to those who are finding new ways to re-present the old.
“Our job is to put it in front of the right audience in a way which is contextually appropriate and then join the dots for them so that they can learn why this track, album or artist is relevant to them,” says Tom Herbert, director of digital marketing and strategy, global catalogue, Warner Music.
Clare Byrne of Ignition (who looked after last year’s 25th anniversary reissue of Oasis’s Definitely Maybe) explains how getting the fans directly involved in that campaign was the secret to its success while Tom Mullen (now Atlantic Records VP of marketing catalogue) talks about how he created the Jeff Buckley’s Record Collection website while at Sony and how this marked a change in what catalogue marketing could do and how it could last far beyond any single campaign. To read the report, click here.