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Country’s Streaming Boom: How Morgan Wallen & Others Beat Pop at Its Own Game

In 2015, before Luke Combs had broken through, his manager, Chris Kappy, gave fans a merchandise discount at concerts for showing they paid to subscribe to Spotify or Apple Music. “I was trying to push people into the digital age as quickly as I could,” he says. “And the fastest way I knew I could do it was giving them $1 off a T-shirt.”

Combs was one of the first country superstars who built his career digital-first. Though most of the recorded-music industry has been streaming-focused for over a decade, until recently country music — and its fans — have remained driven by radio play and album sales. Thanks to artists like Combs, Morgan Wallen, Zach Bryan and others, from 2019 to 2022, country audio streaming jumped 58%, according to Luminate, outpacing the industry’s 48.5% growth and increasing faster than every other genre besides Latin music. In early March, Wallen’s No. 1 album One Thing at a Time racked up 483 million audio streams in its debut week, according to Luminate — the fifth-largest streaming week ever, after albums by Drake, Taylor Swift and 21 Savage. Later that month, Combs’ Gettin’ Old hit 83.5 million streams.

“Finally! Thank God,” says Tim Foisset, senior vp of commercial partnerships for Warner Music Nashville, which represents Bryan. “The A&R’s really good right now, and it appears to be really sticky with a younger audience.”

New stars who are digital natives — and have careers rooted in the digital world — are one key reason for country’s streaming boom. Combs started out on Vine, and Kappy boosted his profile through a Facebook fan group; one of Wallen’s breakthroughs was 2020’s “Heartless,” with EDM star and social media wizard Diplo; Bryan recorded songs on his iPhone and posted them to YouTube. Whereas pop, dance and hip-hop tracks took off at streaming as early as 2011, the country tipping point from physical to digital didn’t start until roughly 2017, shortly before Wallen released his debut, If I Know Me.

“It was the perfect storm of incredible music, the younger demographic that was already gravitating to Morgan at that time and the audience shifting mediums,” says Patch Culbertson, GM and senior vp of Big Loud Records, Wallen’s label. “That rocket exploded, and he carried that audience with him. We’ve seen a massive move onto streaming.”

Another reason for the growth of country streaming is the COVID-19 pandemic, which pulled older fans and digital holdouts away from terrestrial radio and CDs. “Some of the more mature demographics of country weren’t in their cars, they weren’t going to the office, and they used that time to say, ‘OK, I’m going to figure out what streaming is all about,’” says Randy Goodman, CEO of Sony Music Nashville, which represents Combs. “And there are no more boundaries, genrewise. Kids are listening to Kendrick Lamar and to Morgan. It’s a younger demographic we’re appealing to.”

Both Sony’s Goodman and Warner’s Foisset say radio remains “incredibly important,” but add that country hits now often start on streaming, then take off at radio instead of vice versa. In 2019, Goodman explains, “the world began to change,” and country stars followed their pop, hip-hop and EDM counterparts into YouTube, TikTok and Spotify virality long before radio took notice. “From a record-company perspective, we realized we had to make these shifts,” he says.

Wallen has led this transformation: Dangerous: The Double Album racked up 3.6 billion audio streams in 2021, hitting No. 1 in overall consumption that year, outpacing Olivia Rodrigo, Drake and Adele. Last September, tracks by Wallen, Bryan and Combs hit the top 10 on Billboard’s Streaming Songs chart, the first time at least three non-holiday country songs reached the milestone. That week, 13 of the chart’s 50 songs were country; on the chart dated April 15, Wallen has three tracks, and Bryan’s “Something in the Orange” is No. 14. And there’s more to come: Foisset notes that some of country’s biggest young stars, including Cole Swindell, Bailey Zimmerman and Jelly Roll, are scheduled to release albums in 2023.

Country streaming-music fans are unusually dedicated. According to a new Digital Media Association survey, they spent about 1,270 hours per year listening to music annually, about 1.6 times more than country music fans who do not stream. Which is not surprising to Emily Cohen Belote, principal music curator for Amazon Music. The service has emphasized country for years through Country Heat, including a playlist and an online radio station and hit 13 billion streams in 2021. “We’ve been doing this for a while, and it’s not just a flash in the pan,” she says. “Country music is happening in streaming in a really big way.”

Billboard Explains: Women in Reggaetón

Did you know Karol G’s album ‘Mañana Será Mas Bonito’ became the first all-Spanish language album by a female artist to reach No. 1 on the Billboard 200 album charts? And it’s a reggaeton album? Reggaetón has grown in popularity over the years. But what is reggaetón and why is it considered a male-dominated space? Which female artist broke barriers in the genre? And who are the women taking over? This is Billboard Explains: Women in Reggaetón.

Taylor Swift Sings About ‘Falling Back in Love’ on The National Collab

Taylor Swift teamed up with The National on their new song “The Alcott” on Friday (April 28), and the collab immediately had Swifties buzzing over its lovelorn lyrics.

The downtempo cut off the band’s new album First Two Pages of Frankenstein finds the pop star’s voice melding perfectly with frontman Bryce Dessner’s as they wistfully intone, “And the last thing you wanted is the first thing I do/ I tell you my problems, you tell me the truth/ It’s the last thing you wanted, it’s the first thing I do/ I tell you that I think I’m falling back in love with you” on the chorus.

Swift’s ardent fandom flooded the Instagram comments of her official fan club’s posts announcing the track with reactions to the song, with one writing, “Taylor remember he’s dreamy, but you’re the sun in your universe!!! Thank you for allowing us to look directly in the sun when we see our lives reflected in your poetic music!”

Others were quick to compare the track to Folklore‘s “Exile” featuring Bon Iver and earlier The National collab “Coney Island” from Evermore. “It’s so exile im crying,” one commented; another opined, “This is literally Coney Island and exile’s love child and I ABSOLUTELY LOVE IT.”

Recently, Swift brought out The National’s Aaron Dessner out during her Eras Tour stop in Tampa, Fla. to perform Midnights bonus track “The Great War” as one of the tour’s many surprise songs.

Stream Swift and The National’s “The Alcott” and check out Swifties’ reactions to the song on social media below.

John Legend Challenges Young Voters to Make 2024 Election History at Global Citizen Now

John Legend was on hand Friday morning (April 28) to advocate for voter turnout at the second day of Global Citizen Now’s two-day summit for activists and change-makers in New York City.

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In conversation with Tamron Hall in an onstage panel before industry leaders and members of the press, Legend stressed the importance of making voter registration more accessible — or automatic, when possible — and fighting against politicians interfering in the voting process. Having recently become a father of three in January, when he and Chrissy Teigen welcomed their daughter Esti, the “All Of Me” singer said that voting in favor of reproductive healthcare, LGBTQ rights and student debt relief has become increasingly important to him as he hopes to create better circumstances for his kids’ generation.

“I’ve always cared deeply about the future, I’ve always cared deeply about the world we are building for our children,” he said. “But every time I think about all the love we pour into our own kids, and all we want for their future, I think about the parents who don’t have the resources we have.”

“We want a democracy that’s open to everybody and that encourages our leaders to do what’s right because they know they answer to the people,” he continued.

After praising President Biden’s student debt relief efforts and climate action legislation, Legend left off on a challenge: make the 2024 election go down in history for having the highest youth voter turnout ever. “We as young people,” the 44-year-old musician began, before laughing: “I still count myself as young. That’s a stretch…we have to make sure that we are reaching out to our friends and encouraging them to get out and vote.”

Also on the docket for Friday’s event were discussions on climate change, abortion access, protecting protesters in Iraq and Kenya and workplace equality for women. Katie Holmes helped introduce the summit by encouraging viewers to spread awareness of Global Citizen Now’s message via social media, Dawson’s Creek actress Busy Philipps called for more inclusion of reproductive health storylines in entertainment and the reinstatement of Roe v. Wade, and French President Emmanuel Macron joined in via video chat for a conversation on including poor and emerging countries in implementing global sustainability policies, for which he thinks collaboration between China and the U.S. — the No. 1 and No. 2 biggest greenhouse gas emitters, respectively — is essential.

When Morning Joe anchor and guest mediator Joe Scarborough joked during a brief break in the event’s live telecast that “if anyone at MSNBC is listening, we have the president of France so you can stop talking about Tucker Carlson,” Macron, waiting on standby, couldn’t help but let out a genuine laugh. Carlson was recently fired by Fox News, the longtime home of the highly controversial, right-wing program Tucker Carlson Tonight.

Sinan Aral, director of MIT’s Initiative on the Digital Economy, weighed in during a conversation on the need for ethical regulations in the world of tech, particularly where artificial intelligence is involved. If people were freaking out about the bizarre success of the viral fake Drake and The Weeknd duet earlier this month, Aral says the world isn’t prepared for how “very dangerous” booming AI technology could become if weaponized during upcoming elections.

“The misinformation of the 2020 election is child’s play compared with what is possible for deepfake video and audio,” he said.

See more details about Global Citizen Now here.

Grupo Marca Registrada Nabs First No. 1 on Regional Mexican Airplay Chart With Grupo Frontera Collab ‘Di Que Si’

Grupo Marca Registrada expands its winning streak across Billboard charts thanks to “Di Que Sí,” its first collab with Grupo Frontera, which conquers the Regional Mexican Airplay chart dated April 29.

The new coronation arrives a week after the song cracked the top 10 barrier on the all-genre Latin Airplay ranking (dated April 22) at No. 5, where it climbs to No. 3 on the current chart.

“Honestly, we did not expect such a great reaction from the audience,” Fidel Castro, leading member of Grupo Marca Registrada, tells Billboard. “This is a collab that we enjoy very much, and it certainly won’t be the last one!”

“Di Que Sí,” written by Edgar Barrera, jumps 2-1 on Regional Mexican Airplay with a 6% increase in audience impressions, to 8.4 million, earned in the U.S. during the April 14-20 tracking week. It evacuates Calibre 50’s “Dirección Equivocada” from No. 1 after two weeks in charge.

“Di Que Sí,” released Feb. 3 through Interscope/RB, takes over the chart in its sixth week. Regional Mexican Airplay sees both Interscope at the summit for the first time, in its third chart appearance, following Enrique Iglesias’ “Ritmo Total” which debuted and peaked at No. 22 in Dec. 1999.

Notably, the Marca Registrada and Frontera collab returned the label to the ranking following two decades and a half of absence when it debuted at No. 20 on the March 25-dated list.

Meanwhile, RB also secures its first leader in its fourth try. The label last scored a No. 21 high with Pancho Barraza’s “Al Sabor del Champagne” in Oct. 2022.

Further, “Di Que Sí” concurrently gives Marca Registrada its first chart entrance, at No. 99 on the all-genre Billboard Hot 100 tally. Frontera secures its fifth visit. In addition to its radio boost, the track registered 5.1 million official U.S. streams in the U.S. during the same period.

Luis Figueroa’s “La Luz” Arrives: Elsewhere on the Latin charts, Puerto Rican Luis Figueroa captures his sixth top 10 on Tropical Airplay as “La Luz” ascends 11-9 in its fifth week. The track was released onMarch 16 via Magnus/ Sony Music Latin. It’s Figueroa’s first single from his upcoming EP Voy a Ti (to be released later this year).

“La Luz” enters the upper region on Tropical Airplay with 2.4 million in audience impressions, up 18%, earned during the same tracking week.

In total 19 songs have hit the top 10 on Tropical Airplay so far in 2023. Out of those, eight by solo artists, unassisted of a collaborator. As “La Luz” rises to No. 9, Figueroa becomes the only artist to place two top 10s, as a soloist, unaccompanied by any other act, in 2023. Here’s a look at those tracks:

Artist, Title, Peak Date, Peak Position

Manuel Turizo, “La Bachata,” Aug. 6, 2022, No. 1

Rosalía, “Despechá,” Oct. 1, 2022, No. 1

Luis Figueroa, “Fiesta Contigo,” Feb. 4, 2023, No. 4

Prince Royce, “Otra Vez,” Feb. 11, No. 6

Tommy Torres, “Mi Secreto,” Feb. 4, No. 10

Romeo Santos, “Solo Conmigo,” March 18, No. 3

Victor Manuelle, “Esta Noche Te Conviene,” April 1, No. 9

Luis Figueroa, “La Luz,” No. 9, April 29

Further, “La Luz” grants Figueroa a sixth entry on the all-genre Latin Airplay chart, at No. 46. It’s his best debut after “Todavía Te Espero” launched at No. 45 in May 2022. The track later entered the top 20, at No. 15.

Billboard’s Top 5 Songs of 2003 | Billboard News

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Billboard Takes A Look At The Artists That Made Their Debuts In 2003 | Billboard News

A daily briefing on what matters in the music industry





Smokey Robinson Spills Tea About Affair With Diana Ross

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In an interview, Smokey Robinson reveals that he and fellow Motown Records legend Diana Ross became involved with each other despite him being married.

The singer was the subject of a lengthy interview while doing a promotion for his latest album. Gasms. As the conversation turned to how Robinson met his first wife, Claudette Rogers, he was first asked if he ever had a fling with Aretha Franklin who he grew up with in the same Detroit, Michigan neighborhood. When he responded no, he was asked about Diana Ross and he confirmed that they had an affair for “about a year”.

“I was married at the time,” Robinson said. “We were working together and it just happened. But it was beautiful. She’s a beautiful lady, and I love her right till today. She’s one of my closest people. She was young and trying to get her career together. I was trying to help her. I brought her to Motown, in fact. I wasn’t going after her and she wasn’t going after me. It just happened.”

The “Cruisin” singer then detailed how the two split. “After we’d been seeing each other for a while, Diana said to me she couldn’t do that because she knew Claudette, and she knew I still loved my wife’ Robinson said. “And I did. I loved my wife very much.” He and Rogers would remain married until 1986. Representatives for Ross didn’t respond to requests for answers.“I learned that we are capable of loving more than one person at the same time. And it has been made taboo by us. By people,”

The 83-year-old went on to say how the situation helped him gain a greater perspective on love. “I learned that we are capable of loving more than one person at the same time. And it has been made taboo by us. By people. It’s not because one person isn’t worthy or they don’t live up to what you expect – it has to do with feelings,” he said.

Robinson’s dalliance with the “Inside Out” singer was also motivation for a funny moment in the interview, where he’s told about a rumor that he and Ross were the actual parents of the late superstar Michael Jackson. “They say Diana Ross and I had Michael? Oh my God! I never heard that one, man! That’s pretty good. That’s funny! That’s funny!” When asked if Ross has heard it, Robinson said he would call her and ask.

Angie Martinez Talks ‘Iconic Records’ Podcast, Radio & Celebrating Hip-Hop’s 50th Birthday

“I’ve pivoted in my career. At this point, I want to do things that I’m truly passionate about … things that I want to leave on the table.”

One of those “things” for Radio Hall of Famer Angie Martinez, aka “The Voice of New York,” happens Saturday with the April 29 premiere of Iconic Records. Spotlighting iconic albums in pop culture, the new visual podcast series kicks off its debut season with a look back at The Notorious B.I.G.’s esteemed final studio album, the 11x platinum Life After Death. Martinez doubles as host and an executive producer of the eight-episode series from WMX, Warner Music Group’s next-generation artist services, media and creative content division. Viewers can watch the show on the WMX Hip-Hop channel on The Roku Channel (Ch. 1137; 8 p.m. ET/5 p.m. PT).

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“Celebrating B.I.G. and 25 years of this album in a different way was exciting,” says Martinez of being approached by WMX about the project’s inaugural season, which coincides with the 50th anniversary of hip-hop. “That’s because some of the people we talked to weren’t the traditional people we see or hear from and who had different types of viewpoints on him.”

The ever-busy multimedia personality also talked about a few other things she’s leaving on the table. Those include her podcast In Real Life With Angie Martinez, nominated for an NAACP Image Award in the arts and entertainment category this year, and still holding court in the afternoons on her eponymous radio show on iHeartMedia’s Power 105.1 in New York. She also shared reflections on hip-hop’s momentous birthday.

As the Iconic Records promotional trailer notes, you spoke to “25 people over five nights.” What was that like?

It was fast. [Laughs] When you do something in five days, you’re, like, immersed in it. But we didn’t want to drag it out; we wanted it to feel fresh. It was cool because the interviews would overlap. Somebody would be walking out, somebody would be walking in and it would create this storytelling energy, even off camera. [Among the guests sitting down with Martinez were Lil Cease, Fat Joe, Pusha T, Rick Ross and Too $hort.] It was this community of people reminiscing about B.I.G. and the album; personal stories that I’d never heard before. And you could feel his spirit. It was also exciting to talk to some of the producers and the people who worked at Bad Boy. There were so many who had been around for a long time and had so much impact in so many areas that I’d never had a chance to talk with before. Like, I’d never interviewed [producer/DJ] Clark Kent, who’s a friend of mine and a beacon in the culture. So to have that moment with him was great.

The first anniversary of In Real Life is in August. Why did you decide to do a podcast?

I’ve been really lucky in my career. I love what I do, always have. The reason I still love what I do is because I’m always trying to challenge myself and grow. It’s not even about reinventing. It’s about making sure my career is aligned with where I am in my life. And that was how IRL opened up. I’ve had a lot of real-life lessons: success, trauma, heartbreak, disappointment. I don’t want to say it was a calling, but I just felt compelled that this was something that I had to offer; I wanted to have this conversation about life. So I kind of jumped out the window with it, calling Lauren London and asking if she’s talk with me. She said yes. [Martinez’s guests since then include Kelly Clarkson, Mary J. Blige and Mike Tyson.]

Everything is so calculated and metrics-driven in our business now that you lose the heart of what just feels right. Honestly, the beauty of creating your own content, owning your own company and being in a position where you can operate from your gut is so freeing and rewarding. I’ve been leaning into that. Sometimes I don’t know who’s going to be the next guest. But somebody will call and say they want to talk. It’s been so natural. Even the audience community that we’re building is organic as I really haven’t done any major promotion yet. It’s been an independent effort, which I’m so proud of. Because now we have the roots that come from an honest, authentic place. And watching that grow is going to be fun for me over the next few years. I also have other ideas about doing live events and creating content for other people. So it’s going interesting as well to see where this evolving road takes me.

Why is radio still important?

Over at least the last decade, I’ve been hearing people say, “You better start figuring something out. Streaming platforms are coming and your job isn’t going to exist anymore.” [Laughs] I still love being on the radio, talking about music and with new artists. At the end of the day, it’s about connection. There are people who feel connected to their favorite radio station or personality. Radio is free, it’s local, it’s comfortable. It’s going to be there although it may shift in terms of how it operates or what the verticals need to be. But radio is just a staple.

What does hip-hop reaching such a momentous birthday mean to you?

It’s a beautiful time to reflect on its history and evolution. It’s come so far that it’s very easy to forget the history. And attention spans are so short that sometimes people skip over details. So this is a great opportunity for us to lift up hip-hop’s history and make sure people are aware of the founders, the ups and downs while celebrating the evolution. There are a lot of people doing cool stuff, which I salute and respect. Like Nas, a pillar of the culture, and what he’s doing with Mass Appeal. But then I also see people just trying to jump on the bandwagon and throwing up hashtags without offering any thoughtful or caring input on the culture. I don’t love to see that. Let’s make this anniversary important; let’s make it matter.

‘Transformers: Rise Of The Beasts’ Trailer Gives Us Hope For Franchise’s Future

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Transformers: Rise of The Beasts

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The Transformers film franchise doesn’t have the same blockbuster power it might’ve had more than a decade ago, but director Steven Caple Jr. is hoping to change that with his latest installment, Transformers: Rise of The Beasts. The latest trailer does show a lot of promise.

Starring up and coming Latino star in the making Anthony Ramos (In The Heights), the latest trailer to Transformers: Rise of The Beasts gives us a better look at the Maximal transformers which turn into animals instead of cars, but are actually descendants of the Autobots. With a new threat coming to earth in the form of Unicron who’s capable of devouring the planet, Galactus style, the Autobots and Maximals have to figure out how to stop him with the help of a Latino kid from Brooklyn (FOH Shia LaBeouf!).

Filled with dope action sequences, impressive special effects, and people of color, Transformers: Rise of The Beasts may actually be the film to take the struggling franchise and make it a summer powerhouse again.

Check out the trailer to Rise of The Beasts below and let us know if you’ll be checking for it when it hits theaters June 9th in the comments section below.