“Our business when we first started was all about ‘new.’ We were only promoting new singles,” Mitchell-Hardt explained. His company currently manages catalog campaigns from both major labels and independent artists. Playlist Push Director of Strategy Alex Mitchell-Hardt spoke about how robust the catalog landscape has become. But they need a promotional engine to beef up those purchases - and recoup millions in acquisition costs.

Investors sitting on massive IP acquisitions are betting that there’s still more juice in those catalogs.

Reenergizing, boosting, and exploiting these long-owned catalogs is now a music industry focus. Publishers and catalog owners are also seizing the opportunity to increase the ROI of their IP, whether recently acquired or owned for decades.Īccording to Goodrich, “This year, we’ve had publishers and labels going into their archives to find tracks that never got a chance to reach their full potential because streaming and playlist promotion didn’t exist when they were released.”

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