When Releases Resurge

Each year we see certain releases find their way back into the spotlight. Often, what they have in common is a reference to a point in time - whether it's a season-inspired release, or a track named after a specific month. Today we're looking at what happens when some of these tracks resurge, and how artists recapture the attention of their audience, post-release. The figures in this article were sourced from Chartmetric and are all approximate.

'September' - Earth, Wind & Fire

The 21st night of September has just passed, so we of course have to take a look at the legendary Earth, Wind & Fire track ‘September’. Since 20 September 2022, the official audio for ‘September’ has been used on 7,400 TikToks, and over the course of the month so far, the track has grown by 12.5 million streams on Spotify. Out of those streams, 555,450 occurred between 20 and 22 September.

On 1 September, the group posted to their Instagram and TikTok to welcome the month, and on 21 September, shared a post with tagged with #EarthWindandFireDay, plus an onstage clip. Judging by the numbers, fans not only remember the 21st night of September, they also still celebrate it. Did someone say 'ba-dee-ya'?

'August' - Taylor Swift

Taylor Swift's 'August' is the next track on today's list. And yes, we know we've been a little heavy on the Swift content lately, but hey, can you ever really have too much Tay?

During August this year, the track gained 38.12 million streams, and in the week following, another 7.6 million. Over on TikTok, ‘August’ was used in 27,300 videos, but the real peak occurred in the first week of September, when another 37,900 videos used the track. The song features lyrics about August slipping and sipping away, so it seems to resonate well with TikTokers who want to reflect on the month. Swift also referenced the song on 9 September, in the caption ofthis TikTokabout her next album release.

'Solar Power' - Lorde

This last track is a little different, but nevertheless it's a good example of how artists can revisit a release that's dedicated to a special time of the year. Lorde's Summer Solstice themed album 'Solar Power' was released on 1 June 2021, complete with some bright, summery vibes.

A year after the release of 'Solar Power', Lorde revisited the record by sharing amusic videofor one of the album's tracks, 'The Path'. Since release, the video has scored 744,700 views on YouTube. Since the video release, the track has gained 2.3 million streams on Spotify - for the record, that accounts for roughly 11% of the track's streams to date.

If you're looking to remarket a release for years to come, a broad time stamp could be just what you need, it certainly won't hurt if it also happens to be TikTok-friendly, and comes with some fresh content.

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