You’re only one song away from changing your life.

But sometimes that song isn’t your newest release.

Releasing music on a regular basis is an important aspect of building a body of work as an artist, but turning out single after single doesn’t mean you need to abandon the work you already have.

According to Spotify’s recent Fan Study, roughly three-quarters of all streams on the platform are now coming from an artist’s catalog, which Spotify defines as songs over 18 months old.

This means the work you released two years ago stands to earn you more streams, listeners, and revenue than the song you just put out.

Think about that for a second–the longer your music is out, the more powerful it becomes.

This sort of changes the game on new releases. Rather than thinking of a new release as an opportunity for a song to go viral, it might be better to think of it as a hook to reel in new listeners so they can discover the rest of your work.

I push new music and my catalog winners at the same time.

With every new song I put out, I build a new campaign and drop it into the marketing system I have that I know works, but this doesn’t mean I abandon what I already have working.

I am still using the same ads for “Hero” and “Lions” that I have been using for the past year and a half.

Because they work.

Those two songs are proven winners, so why would I turn them off?

Each new track is an opportunity to find a new winner, but it has to earn that right. I am constantly testing every new song against the current winners, and it is only when they clearly outpace the previous winners that they get the priority spot in my marketing campaigns.

Watch the original video on my YouTube channel.

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