How can you create a successful marketing plan for a legacy artist?

In my experience, Develop a compelling brand narrative that highlights the artist's legacy, influence, and unique selling points. Communicate their authenticity, values, and significance in the music industry to resonate with both existing fans and new audiences. Focus on Brand Consistency ,Ensure consistent branding across all marketing materials, including artwork, logos, typography, and messaging. Maintain a cohesive aesthetic and tone that reflects the artist's identity and resonates with their audience to reinforce brand recognition and loyalty.

Kicking off a marketing plan for a legacy artist starts with knowing your audience. Dive into the profiles of long-time fans to understand their preferences and find the best ways to engage them authentically. Then, turn your attention to capturing the interest of potential new fans. Utilize modern platforms like TikTok and Instagram to introduce the artist's work in a fresh, appealing manner. Mix traditional elements with innovative content to bridge the gap between generations. Collaborations with current artists or influencers can also spark interest among younger audiences. It’s all about blending the artist's rich legacy with contemporary trends to create a cohesive, engaging experience for all.

Start with an audit. Benchmark all social profiles (# followers, post frequency, engagement, reach). Benchmark streaming audiences on all relevant platforms: # monthly listeners, # followers, location & demographics of your audience. Does the artist have an email list? (Is it active/stale? # subscribers, open rate, CTR). Physical music sales: Revenue through your distributor to retail and direct to fan sales (through your store / Bandcamp)? Merch sales: Revenue online & live over the last year (or from the previous release cycle)? Once you've done that, then set your growth goals. You can make them for each category, or only for the areas that are strategically important for this stage of your plan.

If the marketing plan is for a legacy artist, start with what fans love about the artist and why they listen. What would fans think of or feel when listening to the artist's back catalogue. Understand how the new music will impact fans. Is it a stylistic departure from what they know, or a natural evolution? The USP is obviously the music, but if you're struggling with words to convey it, try thinking of an attitude or mood, then see if you can encapsulate that in an visual image. Words to describe a USP may follow more easily afterward.

It’s like the roadmap guiding the journey of content creation, tailored to showcase the artist’s unique flavor and connect deeply with their audience. To add a cherry on top, consider integrating audience feedback loops and analytics into your strategy. This allows for continuous refinement and ensures your content remains aligned with audience preferences and trends. Keeping an eye on these insights can help tweak your approach for even better engagement and results. Remember, a great content strategy is both a science and an art, blending structured planning with creative execution.

To create a successful marketing plan for a legacy artist, start by diving deep into their history and understanding their lasting appeal. Then, blend traditional and digital marketing tactics to connect with both long-time fans and new audiences. Focus on celebrating key milestones, leveraging social media for storytelling, and collaborating with contemporary artists to refresh their legacy. This approach ensures the artist's timeless influence resonates with today's audience while staying true to their roots.