Case Study: Building a Global Reggae Brand with Easy Star Records
Easy Star Records built an iconic catalog with releases like Dub Side of the Moon and Radiodread—tribute albums that introduced reggae to rock fans worldwide. When streaming transformed the industry, they needed a digital strategy that would protect their catalog's value while reaching new audiences.
The Challenge
Scale a legendary indie label's catalog streaming while maintaining the brand authenticity that made them special—and reaching the next generation of reggae fans.
The Background
Easy Star Records isn't just any indie label—they've sold millions of albums worldwide with their innovative reggae tribute albums. Their releases turned classic albums from Pink Floyd, Radiohead, and The Beatles into reggae reimaginings that found devoted audiences across genres.
But the shift to streaming presented challenges for catalog-driven labels:
- Album sales revenue declining as fans shifted to streaming
- Catalog discovery harder without physical retail presence
- Younger audiences unfamiliar with the Easy Star brand
- Competition from algorithm-driven playlists favoring new releases
The Approach
Catalog-Centric Streaming Strategy
Unlike new artist marketing, catalog strategy is about longevity and discovery. We built campaigns that would drive sustainable, ongoing streams—not just release-week spikes:
- Playlist pitching: Targeted reggae, cover songs, and mood-based playlists where Easy Star albums fit naturally
- Algorithmic seeding: Campaigns designed to get tracks into Discover Weekly and Release Radar for relevant listeners
- Cross-genre targeting: Reached fans of original artists (Pink Floyd, Radiohead) who might discover the reggae versions
Audience Development
Easy Star had core fans—but they needed new listeners. We identified high-potential audience segments:
- Genre crossover fans: People who listen to both reggae and classic rock
- Mood-based listeners: Chill, relaxation, and study playlist audiences
- Geographic expansion: Markets with strong reggae culture but limited Easy Star presence
Content Amplification
Catalog marketing requires constant creative refresh. We built sustainable content systems:
- Anniversary campaigns: Major album birthdays became marketing moments
- Behind-the-scenes content: Studio stories and artist interviews for social
- User-generated content: Fan covers and reactions to drive organic reach
Campaign Execution
Phase 1: Catalog Audit
- Identified highest-potential tracks across the catalog
- Optimized metadata for streaming platform discovery
- Built targeting audiences based on existing listener data
Phase 2: Always-On Campaigns
- Launched sustained streaming campaigns with efficient daily budgets
- A/B tested creative across album art, lifestyle imagery, and video
- Optimized for cost-per-stream and listener retention
Phase 3: Moment Marketing
- Scaled spend around key moments (album anniversaries, 4/20, summer)
- Coordinated with PR for press amplification
- Retargeted engaged users for merchandise cross-sells
The Results
Key Insights
- Catalog marketing is a marathon. Unlike release campaigns, catalog success comes from consistent, sustained investment—not spikes.
- Cross-genre targeting works. Easy Star's unique position (reggae versions of rock classics) meant they could reach audiences other reggae labels couldn't.
- Anniversary moments drive spikes. Strategic spending around album birthdays generated outsized returns with nostalgic audiences.
"Soundwave understood that our catalog IS our asset. They built a strategy that treats every album like it's still relevant—because it is."
— Easy Star Records
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