Last year, we explored the opportunities and challenges the holiday season brings to the music industry in Sleighing the Season: An Artist’s Guide to Navigating the Holiday Music Industry. From boosts in streaming to shifts in audience behaviour, this festive time of year can be particularly advantageous for artists and content creators – if you know how to play your cards right. Here are RAC’s actionable tips on how to leverage holiday music, festive marketing strategies, and seasonal branding opportunities to maximize your impact and grow your audience.
Release a Holiday-Themed Single or Album
Let’s start with the obvious: releasing holiday music! A holiday track or album can be a powerful addition to your catalogue, offering both immediate engagement and long-term benefits. Here’s why:
First of all, holiday music has staying power. Listeners revisit their favourite seasonal tunes year after year, turning your release into a nostalgic annual staple – without the need for an entirely new campaign behind it each time. The trees go up, the snow begins to fall, and that’s often enough to prompt holiday lovers to revisit their festive favourites.
Covers or originals? Both options work, and each has its benefits. Reinterpreting a well-loved classic can resonate with listeners, instantly sparking familiarity and nostalgia, while original holiday tracks allow you to showcase your unique voice. In fact, studies have shown that fans love discovering original holiday tunes, so don’t be afraid to go for it!
As with any release, remember that timing is everything. Aim to release your music in early to mid-November when holiday playlists and promotions start ramping up. Preparing months in advance ensures your track gets noticed during the peak festive season.
Final tip: Consider covering lesser-known gems if you want to avoid direct comparisons with iconic versions, or stand out by blending your signature style with timeless seasonal themes. E.g. An EDM producer could create a high-energy remix with sleigh bells and wintery synths.
Create a Branded Holiday Playlist
Whether you plan on releasing your own music or not, another great way to engage with fans during the holidays is to create a well-curated playlist. Listeners actively seek out holiday-inspired music to match their mood or activities, creating a prime opportunity to reach a broader audience.
If you do have your own holiday music, add it to a playlist featuring complementary tracks. A focused theme can make your playlist more cohesive. If it’s jazzy, mix in some Nat King Cole; if it’s pop, add a little Ariana Grande. Be sure to place your own songs evenly throughout to benefit from the pull that the more well-known songs already have.
If you don’t have holiday music yet, create a playlist that’s seasonal or holiday-adjacent, such as “Festive Party Beats”, “Indie Winter Road Trip”, or “Cozy by the Fireplace”. Give your fans something to look forward to and turn it into a tradition by adding new tracks each holiday season.
The key to making your playlist stand out? Branding of course! Choose a catchy, unique title, design custom artwork that incorporates your creative aesthetic with seasonal elements, and craft an engaging description that clearly captures your playlist’s theme.
Pro tip: Boost your playlist’s reach via the following: Cross-promote with other artists, featuring their music, and encouraging them to share it online. Collaborate with content creators or influencers and get them to mention your playlist in their holiday content. Create fun promotions for fans like sharing on social media to enter a giveaway or receive a merch discount.
Perform or Host an End-of-Year Livestream
If live shows aren’t feasible, a livestream concert is an accessible alternative to connect with fans worldwide.
For your setlist, consider our suggestions on curating a playlist and include interactive elements like a Q&A or taking requests from viewers with a poll or live chat. Keep viewers engaged with small acts like greeting them by name as they join the stream and sharing holiday stories for a personal touch. For the cherry on top, go all out in creating a visually festive atmosphere – think string lights, themed props, and holiday-inspired outfits that reflect your personal aesthetic.
In a season that’s all about coming together, the holidays are perfect to collaborate with other artists for duets or guest performances to boost your event’s reach and build hype. Encourage attendance by donating a portion of proceeds to a worthy cause – it is Giving Season after all!
Tip: Choose the platform where your audience is most active, whether it’s YouTube, Facebook, or a more informal setting like Instagram Live or TikTok, and consider which features you want (e.g. a live tip jar or polling capability). Test your setup ahead of time to avoid any technical glitches, but if they come up, keep it lighthearted with a joke or relatable anecdote. These things happen!
Create Festive Merch
Whether it’s festive apparel, accessories, or digital downloads, holiday-themed merch is an excellent way to take advantage of the year-end shopping season. Limited-edition items build fan engagement and create a sense of urgency. The possibilities are endless: ugly Christmas sweaters, beanies featuring your band name, tote bags with your lyrics, ornaments with your logo, holiday-edition vinyls… Add value with exclusivity or a personal touch: signed posters, free sheet music or BTS content, handwritten holiday cards, etc. Choose items that resonate with your audience and align with your brand identity, and have fun with it!
Collaborating with other creatives, like local visual artists or designers can also enhance your merch. This approach not only broadens your reach but also adds an authentic, community-focused touch. Additionally, consider building goodwill by donating a portion of your merch revenue to charity.
Tip: Don’t have holiday-specific merch? Offer special seasonal deals instead! For example: free shipping on orders placed before a certain date, discounted bundles, or early-bird specials for your VIP email subscribers.
Share Holiday Content on Social Media
Here’s where you take everything we’ve covered and plan a stacked social media calendar for November and December. All of the ideas listed should provide enough content to last you through the season – you just have to get creative.
For your new music or merch drops:
- Use engaging themes like “12 days of Christmas giveaways” or a holiday countdown.
- Post unboxing videos or BTS footage of the creative process.
- Encourage fans to share their own content, like covering your new song or wearing your new merch.
For your holiday playlist:
- Share your holiday playlist across social media, with festive visuals or videos where you talk about the inspiration behind it.
- Get fans involved by asking them to suggest a playlist theme or their favourite holiday tunes.
For your livestream:
- Record your performance and repurpose the content. Post highlights or individual songs to extend the event’s reach and engagement beyond the live audience.
- Engage online beforehand! Use Instagram’s countdown reminder feature. Ask for song requests or audience questions in advance. Tease BTS of your setup or rehearsals (especially if featuring guest performers!).
Tip: Cross-promote everything!!! Host a fan cover contest and give the winner free tickets to your show. Offer exclusive merch during the livestream or a special discount to those who share your holiday album online.
The (holiday) world is your oyster! Don’t miss out on this annual opportunity to connect with your fans, old and new. Start small if necessary, infuse your authentic self into everything, and – most of all – plan ahead!
Don’t miss our other articles:
How To Go Viral With Your Music: Christmas Edition
10 Perfectly-Timed 2024 NYE Party Hits: TikTok Viral
How to Successfully Prepare for Your Music Release
Written by Andria Piperni
Illustration by Holly Li
