“I’m not a businessman. I’m a business, man!”
While the great American philosopher Jay Z may have said this about himself, I’m re-directing that quote towards the right person….
The Great Garth Brooks…
Garth’s business model makes it look like Jay Z is running a freaking lemonade stand.
Because Brooks is the master at repurposing content.
Props to Kyle Coroneos, editor of the music blog Saving Country Music who did some phenomenal research demonstrating Brooks prolific repurposing. I’ve synthesized a snapshot of it in the bullets below:
Garth Brooks has recorded 10 true studio albums, as well as 10 greatest hits and compilation albums, and four Christmas records.
(Some of those albums were box sets released during the holidays which is brilliant on a whole other level because box sets are very popular Christmas gifts.)
If you purchased everything he has released, you’ve purchased his song “Much Too Young” ten times.
Who would be crazy enough to do that? Super fans.
Don’t believe me? Read on my friend…
His song “Much Too Young” has been placed on ten different albums. Those ten albums have sold a total of over 67.5 million copies. (And that song isn’t the only original song repurposed on many of those albums.)
In addition to super fans buying it, his repurposed, re-released content made its way into the hands of consumers through several unique channels.
- The original appearance of Much Too Young was on his self-titled album “Garth Brooks” (1989) and it sold 10 million copies. And it was his first radio hit.
- The Garth Brooks Collection (1994) was a limited run, limited release sold exclusively at McDonalds. With a dollar from every album sold went to the Ronald McDonald House charity. (5 Million albums sold)
- His album The Hits (1994) was a limited release that sold 21 million copies before he discontinued it.
- Garth’s Double Live album (1998) featured a live version of the song and became the greatest selling live album of any genre in U.S. history, selling 16 million copies.
- The release of his Limited Series (1998) was also a limited release box set of his first six albums. It sold 4 million sets worldwide.
- The re-release of his Limited Series, 7 years later in 2005, was a box set of his later albums. It was sold exclusively at Sam’s Club and Walmart at Christmas time.
- The Ultimate Hits (2007) was a 2 disc compilation that included a dvd and sold 3 million copies. It contained 4 original songs but to get them you had to buy 30 songs that were already previously released. 3 million copies sold.
- His album Blame It All On My Roots (2013) was primarily cover songs but also included some of his originals. It too was released at the holidays and was sold exclusively at Walmart.
- Three years later the Ultimate Collection (2016), also a Christmas release, was a compilation set and this time was sold exclusively at Target.
- In 2017 and 2018 he released box sets The Anthology Parts 1 and 3 which is a FIVE PART book and cd series. (Other 3 parts to drop later).
And now in 2019 he announced the release of The Legacy Collection which is 3 box sets of 7 vinyl records and 7 cds. 100,000 sets sold during the pre-sale in just 36 hours.
Those 67.5 million albums sold don’t even include The Anthology 1 & 3 or The Legacy Collection as their sales totals haven’t posted yet.
If you’re keeping score at home that’s one song recorded 30 years ago, sold via 10 different album releases.
How Can He Get Away With This?
He’s one of the few major artists who owns the rights to his master recordings, which means he has full control of the use (and re-use) of his music. This little known fact is precisely what has enabled him to amass the epic sales numbers he has over his career. And is part of the genius that is Garth Brooks.
So what’s this got to do with you? Everything…
1. Do you own all of your intellectual property?
2. How do you revise, repurpose, repackage and resell variations of the very things your most loyal customers love and will gladly pay a premium for?
Taking a page out of Garth’s playbook…
Success leaves clues. Two of the strategies Brooks deploys in conjunction with one another are creating exclusivity and urgency in his releases. There are often a limited quantity and their availability is limited to a specific time period (deadline).
Bru Tip: Nothing boosts sales quite like implementing those two factors.
Speaking of which, this deal I’m about to offer ya’ ain’t gonna last forever kids.
Garth isn’t the only artist to focus on his fanatics. Actually a few have and you can apply their same wisdom, I lay it all out for you along with some exclusive bonuses you can’t get anywhere else. It’s all available right here.
Tick, tock, tick tock… Get it while the gettin’ is good…