What are deluxe albums, and how can artists use them?
Discover how deluxe albums can amplify your music’s reach, enhance fan loyalty, and maximise revenue for independent artists.
Click below to jump to the following:
- What are deluxe albums?
- The history of deluxe albums
- Why should you release a deluxe album?
- Considerations before releasing a deluxe album
- Potential risks to keep in mind
- Final thoughts
What are deluxe albums?
A deluxe album is an extended version of a standard release. They offer fans bonus tracks, live recordings, demos, alternative versions, or other exclusive content. They’re typically released weeks or even years after the original album and often include unique digital or physical artwork to distinguish them from the standard edition.
The history of deluxe albums
Deluxe albums began gaining popularity during the CD era, enticing fans with extra tracks and special packaging. Bands like Fleetwood Mac led the charge by expanding albums like Rumours to include live performances and previously unreleased songs. This approach occasionally frustrated fans who had to repurchase albums they already owned just for a few bonus tracks.
In the 2000s, artists like Ed Sheeran started releasing deluxe versions alongside standard editions, allowing fans to choose their preferred version. Fast forward to the 2020s, and the trend evolved further. Artists like Lil Uzi Vert turned deluxe albums into entirely new projects with fresh covers- something that has become the industry norm.
Why should you release a deluxe album?
Reignite interest in your music
A deluxe album extends the lifespan of your original release. By adding new content, you can reinvigorate fan engagement months or even years after the album’s initial drop. This is particularly useful during the promotion cycle when touring or keeping up festival appearances, boosting the project’s longevity.
Boost streaming and sales
Re-releasing music through a deluxe can lead to increased streams, as the original tracks will appear on streaming platforms twice. Adding new songs gives fans an incentive to revisit your catalog, potentially boosting your overall revenues.
Cater to superfans
Deluxe albums are a treat for superfans, who crave exclusive content and deeper connections with their favourite artists. This is particularly true for physical releases, where unique packaging and artwork can create a sense of exclusivity.
Showcase unreleased gems
Tracks that didn’t make the original album often find a home on deluxe editions. These songs might surprise you by becoming fan favourites, giving them the appreciation they deserve.
Considerations before releasing a deluxe album
Now you know why you should drop a deluxe album, let’s explore some considerations to make before you do so.
Be selective with tracks
Choose tracks that add value. Whether they’re demos, alternative versions, or new songs, aligning them with the theme of the original album may be something you want to consider.
Branding matters
For physical releases, consider creative packaging to make the deluxe albums feel special. For digital releases, small adjustments to the cover art can strike a balance between maintaining the original’s identity and offering something new. See the slight variation between Gracie Abrams’ The Secret of Us album and it’s deluxe.
Carefully structure your tracklist
Decide whether to group the bonus tracks separately on the deluxe album, integrate them into the original tracklist, or to completely reorder all songs. Either approach works, do what you feel is best for the listening experience.
Engage your fans
Use social media and live performances to promote your deluxe albums, as you would do with any release. Engaging directly with your audience can drive interest and excitement around the release.
Potential risks to keep in mind
While deluxe albums can be highly beneficial, they’re not without risks. Oversaturation can alienate casual listeners if the album feels too long. Additionally, physical deluxe editions can be costly to produce and may not bring significant returns unless you have a dedicated fanbase.
Final thoughts
Deluxe albums are a powerful tool for independent artists to sustain momentum, grow revenue, and deepen connections with fans. By carefully planning, from track selection to branding and promotion, you can make the most of your deluxe release.