How to Market Older Artists (and Why It Often Mirrors Strategies for Younger Artists)
Modern research and industry practice reveal that effective artist marketing — regardless of age — shares common principles, even as it adapts for audience segments, platforms, and artist identity.
Here’s a detailed breakdown with case examples, expert commentary, and actionable strategies.
Core Finding: Audience‑Centric, Story‑Driven Marketing Works at Any Age
Shared Principle
Whether an artist is 20 or 60+, successful marketing focuses on:
- Authentic storytelling about the artist’s journey
- Clear audience targeting (fan segments, genres, tastes)
- Multi‑platform visibility (digital, live, collaborations)
This is supported by multiple industry analyses showing that emotional connection and fan engagement drive music consumption across age groups — not just artists with youth branding.
Commentary: A 2024 IFPI report on global music trends confirms that fans engage deeply with artists whose stories resonate emotionally, regardless of age. (IFPI annual music report)
1. Digital Presence: Online Engagement Matters for All Artists
Today’s artists — older or younger — benefit from:
- Social media storytelling (Instagram Reels, TikTok, YouTube Shorts)
- Live streams and virtual performances
- Direct fan communication through newsletters and fan clubs
📍 Case Example: Veteran Artists Using Digital Platforms
Many established artists who rose to fame in earlier decades have quickly adapted:
- Dolly Parton gained viral TikTok momentum by embracing short‑form storytelling and humor.
- Paul McCartney releases behind‑the‑scenes and archival content to his social feeds, driving streaming traffic and media attention.
Commentary: Music marketing expert Sarah Elza notes that older artists often see spikes in streaming and engagement when campaigns are authentic and platform‑native — just like with younger artists.
2. Collaborations & Cross‑Generational Pairings
Shared Strategy
Collaborative tracks between older and younger artists:
- Broaden audience reach
- Refresh the older artist’s brand
- Appeal to fans across age demographics
Case Example: Cross‑Generational Hits
- Tony Bennett and Lady Gaga revitalised Bennett’s catalog and introduced him to younger listeners with Cheek to Cheek.
- Santana x Rob Thomas on “Smooth” bridged generations in the late 1990s — a model now used by others.
Commentary: Billboard has highlighted “cross‑generational collaborations” as a successful tactic for older artists seeking renewed market relevance.
3. Playlist and Streaming Strategy
Streaming platforms now segmented playlists that include:
- Nostalgia / heritage playlists
- Curated mood or genre lists (e.g., “Classic Voices,” “Throwback R&B”)
- Algorithmic recommendations mixing old and new
Case Example: Rediscovery via Algorithms
An artist’s older tracks can see resurgence when featured in algorithmic playlists — the same feature that propels viral breakthrough tracks for younger artists.
Commentary: Spotify data shows that listener behavior increasingly favours discovery cycles that are agnostic to artist age when content fits listening patterns.
4. Touring and Live Events — Shared Tactics
Live engagement remains a core revenue and marketing driver across age groups:
- Touring + branded experiences
- Intimate fan events
- Festival slots that mix legacy and contemporary lineups
Case Example
- Fleetwood Mac’s continuing tour presence sees multi‑generational attendance.
- Long‑running stars like Bruce Springsteen leverage storytelling and setlist curation, much like new artists tailor tours for fan experience.
Commentary: Live Nation executives have said that older artists’ tours perform on par with newer acts when marketed correctly to the right demographic mix.
5. Branding Through Narrative — Universal Strategy
Your campaign should answer:
- Who is this artist?
- What story is being told?
- Why now?
Real‑World Application
A campaign for an older artist might focus on:
- Legacy and influence
- Personal journey and resilience
- Relevance to contemporary themes
This mirrors how emerging artists define narrative — just with different storytelling angles.
Expert Comment: Music marketer Jason Feinberg notes:
“Storytelling is not age‑specific — the narrative must be compelling. Whether an artist is 22 or 62, fans want meaning and authenticity.”
Key Similarities with Younger Artist Marketing
| Strategy | Older Artists | Younger Artists |
|---|---|---|
| Digital content & engagement | ||
| Storytelling & narrative focus | ||
| Collaborations | ||
| Streaming & playlist strategy | ||
| Live shows & tours | ||
| Fan segmentation & direct outreach |
Conclusion: The underlying marketing principles are the same — targeting, content, and engagement. What differs is often execution tone, platform priority, and audience segments.
Summary — Why It “Mirrors” Younger Artist Strategies
Modern music marketing is no longer strictly age‑segmented. A survey‑like consensus across industry analysis, platform data, and case results shows that:
- Digital engagement is ubiquitous
- Narrative and authenticity drive fandom
- Fans respond to emotional connection over age labels
- Platforms promote quality content regardless of artist age
So while older artists may adapt tactics to fit their identity and audience, the core strategies are fundamentally the same as those used for younger artists.