At almost 2 billion streams, Michael Bublé’s Christmas has become that rare thing — a modern holiday standard — and a gold mine.
and Instagram — maybe people will be swapping Christmas sweaters to the song. IThe search for a new holiday all-timer is part of what has transformed fourth-quarter strategy in the music business. Twenty years ago, labels packed the fourth quarter with releases from established superstars, hoping that holiday shoppers would snap up blockbuster LPs and CDs on their way through the mall. But over the last five or six years, streaming has shifted the focus to holiday music.
Standards by Bing Crosby, Louis Armstrong and Frank Sinatra perform well, but there’s little or no opportunity for promotional campaigns. Thus the flood of new holiday music from contemporary stars, who can create fresh content and promote it through social media and TV performances.
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