The Digital Renaissance
Aug 31, 2023

The Digital Renaissance

Fernando Catalán
Fernando Catalán

In today’s fast-paced world of fleeting trends, one might think that music, too, has only a moment in the spotlight. However, the digital age has introduced a fascinating phenomenon – the “Re-Growth Period.”

In this blog post, we’ll explore how social media platforms have become the stage for music’s resurrection and why it’s vital for artists and creators to have a well-crafted marketing strategy to make their songs available on these platforms.

The Re-Growth Revolution

A recent study by Ni Han in 2022 introduced the term ‘Re-Growth Period.’ This term describes a fascinating phenomenon: the revival of music works, often released decades ago, finding new life and popularity on the Internet. This concept challenges traditional ideas about how music popularity works and highlights the enduring appeal of music in the digital age.

The Internet’s Impact on Music’s Lifespan

Before we dive deeper into the “Re-Growth Period,” let’s examine how the Internet has revolutionized the music industry. In the past, when a record company no longer manufactured physical recordings, it typically marked the end of a release’s life cycle. But the Internet has rewritten the rules. The rise of music streaming and short video platforms has allowed songs to remain accessible and relevant for extended periods. (How to Distribute your music to 30+ digital stores in 2023)

Tracks released decades ago can now be instantly searched, played, and shared

Music has discovered a new lease on life online. Tracks released decades ago can now be instantly searched, played, and shared. This extended accessibility has given birth to what researchers term “pseudo-saturation.” Even when a song appears to have reached its audience limit, it can suddenly reemerge.

The Birth of the “Re-Growth Period”

So, what exactly is the ‘Re-Growth Period’? It’s the moment when a song, typically released more than five years ago, suddenly becomes popular again. This revival often starts on short video platforms like TikTok, where it inspires creative trends among users.

The ‘Re-Growth Period’ doesn’t stick to a particular genre or era; It can give new life to songs from different decades and styles. For instance, consider ‘Put Your Head on My Shoulder’ by Paul Anka. This song was released in 1960 but became a sensation once more sixty-one years later, thanks to TikTok. User covers and adaptations ignited a worldwide trend, showcasing the immense influence of social media platforms on music resurgences. A similar renaissance occurred with Kate Bush’s ‘Running Up That Hill,’ resurrected in 2022, thanks to its prominent use in the popular series ‘Stranger Things.’

The Significance of the “Re-Growth Period”

The emergence of the “Re-Growth Period” benefits both songs and their creators. It not only extends the life cycle of musical works but also generates substantial income for the artists, writers and everyone participating in the income. This phenomenon offers a golden opportunity for the music industry in the Internet age.

Even songs that have faded from the limelight can find new listeners and reignite their cultural significance

This is where the importance of a well-crafted marketing strategy and making songs available on social media platforms becomes evident. Music creators can leverage this trend by developing strategies to adapt their works for various audiences. For instance, songwriters and creators should contemplate producing alternate versions of their releases or collaborating with remixers to connect with diverse audiences and potentially expand their fanbase. The “Re-Growth Period” illustrates that even songs that have faded from the limelight can find new listeners and reignite their cultural significance.

The Takeaways

  • Take your time and craft a solid marketing plan that aligns with your music and aspirations. This will include defining your target audience, setting clear goals, and creating a brand that honestly embodies your essence.
  • Be honest with yourself when it comes to creation, and don’t let mainstream trends dilute your personal touch in your music. However, simultaneously consider creating versions or content for social media channels that can help attract more listeners to your original work.
  • Ensure your music finds its home on various social media platforms, reaching wider audiences. Craft engaging campaigns featuring your music, sparking interest, and fostering a community of fans. Encourage fellow artists and enthusiasts to join in, amplifying the impact of your musical journey.
  • Make sure your songs are properly registered with a PRO (Performing Rights Organization) or other music licensing and copyright organizations. Taking these steps from the beginning will ensure you are fully protected when the need arises.

Yeah, we know what you’re thinking: easier said than done. But we encourage you to embrace complexity. This means acknowledging that the modern world is fast-paced and multifaceted. Instead of feeling overwhelmed by the complexity, view it as an opportunity for growth and innovation. In a diverse and dynamic environment, your ability to adapt and thrive becomes a valuable asset.

A full-service platform like Family in Music, dedicated to music management for independent artists and creators, can help you navigate the complexities of the music industry.

Try our service for free to access tools from planning to distribution and promotion, designed to assist emerging artists in getting everything right for their music right from the start.