Holiday-music generates more than $170 million annually, and streaming numbers are so massive that labels now have year-round teams to keep the plays flowing.
, however, label reps try to ensure Guaraldi , wind up on important streaming playlists. Sometimes that’s as simple as a label-generated playlist, like Jazz Christmas. It can also be a matter of finding the right playlist title to activate in response to a keyword in a common Alexa request. “People tend to search what they want to hear thematically. They drink hot chocolate, they sit by the fire, they’re wearing sweaters,” says Woloz. “You hone in on those words and build in those schematics.
“Holiday is such an evergreen genre, so catalog will take up so much of the real estate,” he adds. “New songs, even if they don’t hit an algorithm this year, maybe they’ll hit a wave in years to come. Artists have to keep feeding the content machine.” Labels tend the content machine as well. Concord’s Craft, for example, pitches holiday music to music-streaming products like workout giant Peloton, which has a roster of holiday-themed classes and a new Holiday Collection playlist; Sony studies voice-activated streaming requests, looking at how to combine music with popular Alexa games or place strategic Amazon Music advertisements.
Sony Music’s holiday-music project team is 10-15 employees, drawn from the company’s content, A&R, marketing and international departments. Unlike the project teams that focus on Valentine’s Day and Halloween, the holiday-music team works year-round, with one exception. “They have January off,” says, executive vp global catalog for the label’s catalog division, Legacy Recordings.
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