The Evolution of Catalogue Marketing
(Fireside Chat) Historically, catalog marketing focused on heritage repertoire, on an old format, targeting aging music fans. Lyn Koppe, Legacy Recordings/Sony Music Entertainment’s EVP Global Catalog Marketing, discusses how this model has evolved with a new focus on younger catalog and artists, single tracks, and particular moods, genres, and movements. How do you harness the power and global reach of streaming services and other tools such as TikTok and Heardle? How has the movement away from ownership, and the utilization of metadata and optimization transformed the approach to catalog marketing?
Interviewer – Josh Rabinowitz