It’s common for everyone to focus on new releases. People spend a lot of time promoting an upcoming release, and then move on to the next. But what about the hidden gems in your catalog—especially seasonal music? Reintroducing old holiday tracks might breathe new life into your discography, boost your streaming numbers, and reach audiences who crave familiar, festive sounds each year. Here’s a closer look at how holiday music can benefit your catalog long-term, and how to repromote these tracks to create annual momentum.
Can Releasing Holiday Music Boost Your Streaming Each Year?
Absolutely! Holiday music holds a unique place in the streaming landscape. Unlike other genres, it sees a predictable spike in popularity during the last quarter of the year. According to Spotify, holiday music streaming tends to surge as early as October and peaks in December. By including holiday music in your catalog, you’re tapping into a recurring seasonal trend that listeners actively seek out.
Holiday music has timeless appeal. People are drawn to the comfort a familiar tune brings. This, means both new and established holiday songs can capture attention each year. This cyclical nature makes holiday music an excellent opportunity for steady, recurring streams. With a bit of strategic planning, you can make your holiday tracks a go-to choice for fans—and perhaps even find your music included in popular holiday playlists, enhancing visibility. Each year, we have clients that see cyclical growth with their catalog from every holiday season, and each year, there is growth from the previous years. In some of these cases, the labels or artists are completely inactive and rely solely on their back catalog for income.
One of the best examples of holiday music’s lasting impact is Mariah Carey’s iconic “All I Want for Christmas Is You.” Originally released in 1994, this song has not only become a Christmas classic but also a reliable annual chart-topper. Each holiday season, it surges in streams, downloads, and radio play, consistently breaking records as it returns to the Billboard Hot 100. This single track alone demonstrates how a well-crafted holiday song can build ongoing relevance and streaming success year after year, making it a powerful example of the potential impact holiday music can have in an artist’s catalog.
The beauty of releasing any kind of seasonal music – Christmas or any other holiday – is that you can breathe more life into it each year and extend the life of the song far beyond the rest of your catalog. So how do you do that?
10 Ways to Repromote Your Catalog Each Year
1. Update Your Metadata
As you approach the holidays, it’s a great idea to double check your metadata to ensure that your song can be found. It’s important to optimize your metadata with relevant keywords like “Christmas,” “holiday,” or “New Year” to help improve discoverability on streaming platforms. Most platforms allow your metadata to include secondary and even tertiary genres. Ensure that your holiday music includes “Holiday,” “Christmas,” or some other variation in one of the genre categories, but leave at least one category to notate the stylistic genre like “Country” or “Hip Hop.”
2. Re-release with a New Dynamic
In most cases, you aren’t able to re-pitch a song to a DSP via a pitch tool if it’s already been released. But you can pitch a new version of the song. So record an acoustic version or a live version. Bring a friend to the studio and record a new version with a featured artist. Make a music video. Not only does this give you another opportunity to get playlisted for the season, it also renews interest in the song and rekindles listener engagement by making the familiar track feel new again.
3. Submit for Sync Opportunities
Home Alone would not be complete without Brenda Lee’s “Rocking Around the Christmas Tree.” This iconic Christmas song flew under the radar until it was featured in the 1990 film, and it’s risen in popularity each year since, even topping the charts in 2023. Most holiday movies, tv shows, and even commericials feature a spirited holiday song to perfectly capture the moment. Submitting your catalog for sync opportunities allows your music to reach a wider audience while generating additional revenue. Getting a song placed in a festive scene, like Kevin hosting a fake Christmas party for example, can lead to lasting recognition and streaming spikes each year.
4. Utilize Holiday Playlists and Radio
Playlisting is a powerful tool for holiday music. Take advantage of these opportunities to bring attention to your catalog, as playlist curators are often on the lookout for festive tracks to update seasonal playlists. Approach independent playlist curators with your holiday tracks, especially ones focused on festive or nostalgic themes. Create your own playlists that include your holiday catalog alongside other seasonal favorites, inviting fans to use them at holiday gatherings or while wrapping gifts. It’s also a great idea to reach out to radio stations in your genre. Timing is key, so consider re-pitching in early October or November to align with playlist planning.
5. Utilize Social Media to Share Holiday Content
Leverage social media platforms to reshare your holiday music during the season. From Instagram to TikTok, you can create posts or stories that tap into the festive spirit, such as behind-the-scenes memories, live versions of the track, or seasonal content that aligns with the holidays. Fans appreciate a glimpse into the past, and it’s a low-cost way to remind listeners of music they may have enjoyed last year.
6. Tap into User-Generated Content and Hashtags
Encourage fans to share their holiday memories with your songs as the backdrop. Use custom hashtags to make your music part of their celebrations and share this user-generated content to engage with your community. This increases organic reach and helps new listeners discover your work through trusted social connections.
7. Collaborate with Other Artists
Collaborations can be an effective way to introduce your holiday music to new audiences. Consider a duet version of a holiday song with another artist, or a collaborative live-streamed holiday concert. Teaming up with artists who have complementary fan bases can elevate your holiday music, enhancing its visibility during the festive season.
8. Use Targeted Advertising
A small investment in targeted ads on platforms like Facebook and Instagram can go a long way. Use the seasonality of your music to your advantage by targeting holiday-related keywords and audiences interested in festive playlists. You could even target listeners who have streamed your holiday music in previous years, giving them a subtle reminder to enjoy it again.
9. Release Holiday Classics that are in Public Domain
Recording a Christmas song in the public domain can be a strategic move to boost your catalog’s appeal and reach. Since public domain holiday songs—like “Silent Night” or “Jingle Bells”—are beloved classics, listeners are more likely to stream familiar tunes, giving your version a natural advantage. Because you don’t need to secure licensing, recording and releasing these songs is often quicker and more cost-effective. Adding your unique style to a public domain holiday song not only draws in new listeners each holiday season but also positions your music within playlists and search results, giving your catalog a regular, festive streaming boost each year.
10. Play a Live Christmas Show.
Take a break from whatever current set list you’ve been performing to have a Christmas themed show completed with Hot Chocolate using candy canes to stir. Even people who aren’t familiar with your music, are definitely familiar with Christmas. Nothing can replace the connection and growth that happens for an artist when they stand on a stage and perform live music. No matter how long you’ve been a musician, that live and in-person connection in a concert venue gets both new and existing fans excited about your catalog. Fans often revisit a performer’s entire discography after a live experience, seeking out the songs they heard on stage. Live shows also create opportunities for on-the-spot streaming and purchasing, as attendees are eager to relive the concert moments. Plus, featuring select back-catalog tracks in setlists or encore performances can drive renewed interest in those songs, boosting streams and visibility across platforms.
Reintroducing holiday music from your catalog each year is an effective way to drive consistent streaming, connect with listeners in a seasonal context, and keep your catalog active. By taking small yet strategic steps to refresh, repromote, and reintroduce your holiday catalog, you can capitalize on annual trends while offering fans a festive experience they can look forward to every holiday season.
