Music business: artist comeback case study

How do you promote the new album from an artist who went M.I.A for about a decade?

Take the most famous song from their heyday and record it as a duet with one of today’s cool, hip singers, add an extra beat or so and use it as a single.

That’s when you get Patricia Marx feat Seu Jorge with “Espelhos d’Água”, which, at the time of its original solo release (circa 1998), climbed the charts the fastest way you can take in Brazil: featuring it in a soap opera (preferably but not essentially, at prime time).

Don’t get me wrong, I’m not diminishing her work…especially that song, I used to LOVE it!!

I am simply trying to give an example of music marketing + A&R + artist management.