IN FOCUS: Storytelling – Catalog Marketing

Downtown presents IN FOCUS, a new series exploring the ideas shaping the future of music and technology. 

Each episode spotlights a key theme and features short, candid conversations between our team and our clients or partners – deep diving into the questions, trends, and insights driving change across the industry. We share key takeaways from each conversation to help shed light on different areas of the music business and spark new ways of thinking about its future.

You can find all episodes of IN FOCUS on Downtown’s YouTube channel here.

IN FOCUS is also available as a podcast, listen to all episodes released here.

Episode Four: IN FOCUS: Storytelling

Topic: Catalog Marketing

Episode four sees FUGA’s Senior Marketing Director, Matthew D’Amico, in conversation with Mountain Apple Company’s Digital Marketing Manager, Mike Pooley, as they explore the iconic catalog of the late Hawaiian musician and singer, Israel Kamakawiwoʻole and how to preserve an artist’s legacy with authenticity in a digital-first world.

Key takeaways:

– How to maintain authenticity when an artist is no longer with us

– How to reimagine limited archival materials for modern platforms while staying respectful

– Why cultural context matters and how it shapes catalog storytelling

– How to use  an iconic track as an entry point to introduce a wider body of work

– How audience insights and global data help identify new markets and spark discovery