In this week’s Tuesday Takeaway, we will explore the impact that song variations (remixes, acoustic versions, sped up/slowed, etc) have on consumption trends. To illustrate the impact of alternate versions, the chart below shows the number of audio ISRCs per song ranked in the Top 100 for each year.* The chart highlights a decline in songs with only 1-2 ISRCs and an increase in those with 3-4 ISRCs — meaning that top-ranked songs are now carrying more versions. Interestingly, the number of songs with 5+ audio ISRCs has remained relatively flat, suggesting that the focus lies in adding 1-2 variations to a song’s overall life cycle.
As an example of songs that have multiple audio ISRCs, the chart below shows a selection from this year’s Top 100 songs based on On-Demand Audio (ODA) as well as the percentage that alternate versions create in streaming share. For example, for Tommy Richman’s “Million Dollar Baby,” its (VHS) version — a version of the track that was heavily requested by fans — makes up 14.5% of the track’s year-to-date ODA streams.
While alternate versions can be used to continue the life cycle of a song, they also help reach new audiences and raise awareness for the track. For example, on February 29, Charli XCX released the lead single “Von Dutch” from her album BRAT. On March 22, Charli XCX released a new version of the track featuring Addison Rae & A.G. Cook, then on April 12, she released yet another version with Skream & Benga. Both remixes make up a combined +20% of “Von Dutch”’s audio activity-to-date streams. In addition, the release of the BRAT album lifted the track’s audio streams by +300% during the week ending 6/13/24.
According to Luminate Insights consumer audience research, 83% of Gen Z & Millennial music listeners like to listen to songs on repeat, so providing alternate versions of the same song can potentially enhance this audience’s experience with it. From an artist’s perspective, alternate versions such as remixes and collaborations have the ability to help them reach new audiences by tapping into other artists’ fan bases and extending the song’s lifespan.
