christmas music
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This time every year, enduring favorites by Mariah Carey, Brenda Lee and Bobby Helms rise to the top of the Billboard Hot 100 as Americans turn to holiday streaming playlists and Christmas-focused radio stations. However, these evergreens, celebrating the biggest Christian holiday of the year, are more secular than in years past.
It used to be that contemporary takes on traditional songs about the birth of Christ — “Little Drummer Boy,” “Joy to the World,” “Silent Night” and “Hark! The Herald Angels Sing” — were among the most popular holiday songs. Listeners enjoyed Nat King Cole’s “O Come All Ye Faithful” as much as his version of “Deck the Halls.” Kenny Rogers had a popular take on “Mary, Did You Know?,” first recorded in 1991 by Michael English of the Christian group the Gaither Vocal Band. Martina McBride’s rendition of “O Holy Night,” a Christmas carol from the 1840s, was among the top 100 holiday songs.
In 2022, as streaming playlists drive listening, the top 100 holiday songs are more likely to conjure images of Santa, sleigh bells and cold weather than a baby Jesus and the Virgin Mary. Through Dec. 8, religious music had only a 4.4% share of the top 100 holiday songs’ total consumption — tied with 2021 for the lowest since 2010, according to a Billboard analysis of Luminate data. The top religious song since the first week of November, “O Come All Ye Faithful” by Nat King Cole, ranks only No. 50, the lowest for a No. 1. religious song since 2010. “Mary, Did You Know?” by Pentatonix ranks a mere No. 68 and Rogers’ version of the song has fallen to No. 255.
In terms of market share, religious holiday songs peaked in 2015 with 18.2% of the top 100 holiday tracks’ total consumption, which measures digital downloads and streaming. Vocal group Pentatonix owned six of the 13 religious songs in the top 100 holiday tracks, including No. 3 (“Mary, Did You Know?”), No. 25 (“Little Drummer Boy”) and No. 30 (“White Winter Hymnal”). The combined consumption of two versions of “Mary, Did You Know?” by Jordan Smith (No. 2) and Pentatonix (No. 3) that year was 17% greater than that of the No. 1 recording, Mariah Carey’s “All I Want for Christmas Is You.”
Religious songs captured the most number of spots in the top 100 in 2013, with 14 of the top holiday songs for the final two months of the year being religious in nature. There were two versions of “The Little Drummer Boy,” by Pentatonix (No. 3) and Harry Simeone Chorale (No. 74). Recordings of “Silent Night” by Kelly Clarkson (No. 21) and The Temptations (No. 44) were popular at the time. There were four versions of “O Holy Night” in the top 100: Celine Dion (No. 48), Mariah Carey (No. 77), Martina McBride (No. 96) and Pentatonix (No. 97). And Amy Grant’s original song “Breath of Heaven (Mary’s Song)” ranked No. 82.
To categorize holiday music as secular or religious, Billboard considered each track’s lyrical content. Religious songs contain references to Biblical characters (e.g., Jesus, God or the Virgin Mary) or Christian themes (the nativity scene). Billboard counted Adam Sandler’s “The Chanukuh Song” as religious for its references to Judaism. A song like “Hallelujah,” written by Leonard Cohen and covered countless times by the likes of Pentatonix and Carrie Underwood, has a religious-sounding title but is classified as secular.
How holiday music is consumed — like all music — has changed over the years. From 2015, when religious holiday music reached its peak market share, to 2022, downloads’ contribution to total consumption of the top 100 holiday songs dropped from 49% to just 1.4%. This year, numerous religious songs, including For King & Country’s “Little Drummer Boy” and Lauren Daigle’s “Light of the World,” have relatively strong download sales but too few streams to make the top 100.
Radio stations favor a different slate of religious holiday songs than streaming platforms, such as versions of the 1962 song “Do You Hear What I Hear?” by Martina McBride, Carrie Underwood and Whitney Houston that fall outside of the top 100 holiday streaming recordings. Traditional songs like “God Rest Ye Merry Gentlemen,” recorded by the likes of Barenaked Ladies and Mannheim Steamroller, consistently perform well at U.S. radio. “Songs like ‘O Holy Night,’ ‘Do You Hear What I Hear?’ and ‘The First Noel’ still test equally well for us,” says Tom Poleman, chief programming officer for iHeartMedia, in an email to Billboard.
But the data show U.S. radio airplay of holiday music has also become more secular in recent years. In November and December of 2015, there were 16 religious songs in the top 100 holiday recordings as measured by spins. The top religious recording, “The Little Drummer Boy” by Harry Simeone Chorale, ranked No. 25 and was closely followed by two versions of “Do You Hear What I Hear?” by Houston and Bing Crosby at No. 33 and No. 34, respectively. Rogers’ and Pentatonix’s covers of “Mary, Did You Know?” also ranked in the top 100.
This year, through Dec. 8, there were only 6 religious songs in the top 100, and the top track, “The Little Drummer Boy” by Harry Simeone Chorale, had fallen to No. 72. Christian artist Amy Grant still makes the top 100, but her versions of “Winter Wonderland,” “It’s the Most Wonderful Time of the Year,” “Sleigh Ride” and “Rockin’ Around the Christmas Tree” have performed better than her top religious song, “Hark! The Herald Angels Sing.”
The final rankings could have more religious songs come Christmas, however. Radio stations tend to play religious-themed songs more often as Christmas nears, says Sean Ross, author of the Ross on Radio newsletter. That would mean tracks such as “The First Noel” by Andy Williams and “Joy to the World” by Nat King Cole, both top 100 tracks in 2021, could get more plays and rise through the ranks in the coming week.
Christmas is a time for music and memories. In that spirit, this playlist is an excerpt from Ed Christman‘s yesteryear Xman Xmas mixtapes, compiled circa 1986-1988.
The Xman XmasTape
Ed Christman
Encompassing well-known classics by Burl Ives and Bobby Helms, long-lost gems (e.g. The Gems’ “Love for Christmas”) and surreal oddities such as Edd “Kookie” Byrnes’ “Yulesville,” here are some Christmas classics to revisit and deep cuts to discover. In particular, Christman, Billboard senior editor/analyst, would like to call your attention to Dean Martin’s reference of Rudolph as “Rudy, the red-beaked reindeer.”
Andy Williams, “It’s the Most Wonderful Time of the Year”
The Crystals, “Rudolph the Red-Nosed Reindeer”
Bobby “Boris” Pickett and the Crypt Kickers, “Monster’s Holiday”
The Trashmen, “Dancin’ With Santa”
Bobby Helms, “Jingle Bell Rock”
Chuck Berry, “Run Rudolph Run”
Plan 9, “Merry Christmas”
Elvis Presley, “Blue Christmas”
Al Green, “White Christmas”
Otis Redding, “Merry Christmas Baby”
The Partridge Family, “My Christmas Card to You”
The Cheepskates, “Christmastime With You”
The Wailers, “She’s Comin’ Home”
The Turtles, “Christmas Is My Time of Year”
Milton DeLugg & The Little Eskimos, “Hooray for Santa Claus”
The Sonics, “Don’t Believe In Christmas”
Brenda Lee, “Papa Noel”
Chris Stamey, “Christmas Time”
The Rockfield Chorale, “Jingle Jangle”
The Galaxies, “Christmas Eve”
Cliff Richard, “Little Town”
Frank Sinatra, “Mistletoe and Holly”
Isaac Hayes, “Mistletoe and Me”
Nat “King” Cole, “The Christmas Song”
Fay Lovsky, “Christmas Was a Friend of Mine”
The Beach Boys, “Little Saint Nick”
https://open.spotify.com/track/75dfH68JDisE8dDaD4KlVY?si=e8ce163e8c9346d3
Barry Richards, “Baby Sittin’ Santa”
Three Aces and A Joker, “Sleigh Bell Rock”
Jack Scott, “There’s Trouble Brewin’”
Yard Trauma, “Christmas Tyme”
Edd “Kookie” Byrnes, “Yulesville”
Percy Faith & His Orchestra, “Joy to the World”
Burl Ives, “Holly Jolly Christmas”
NRBQ, “Christmas Wish”
Rosemary Clooney, “Suzy Snowflake”
Dean Martin, “Rudolph the Red-Nosed Reindeer”
Stan Freberg, “Nuttin’ for Christmas”
Frankie Valli & the Four Seasons, “Jingle Bells”
Louis Armstrong, “‘Zat You Santa Claus?”
Brenda Lee, “I’m Gonna Lasso Santa Claus”
The Drifters, “White Christmas”
Santo & Johnny, “Twistin’ Bells”
The Tryfles, “Gloria (In Excelsis Deo)”
Paul Whiteman & His Orchestra, “Christmas Night In Harlem”
James Brown, “Santa Claus Go Straight to the Ghetto”
Solomon Burke, “Christmas Presents”
The Gems, “Love for Christmas”
Wednesday Week, “Christmas Here”
Darlene Love, “Christmas (Baby Please Come Home)”
Smokey Robinson & The Miracles, “Deck the Halls/Bring a Torch”
Alison Moyet, “The Coventry Carol”
Chris de Burgh, “A Spaceman Came Traveling”
Sting, “Gabriel’s Message”
The Supremes, “Born of Mary”
Mike Oldfield, “In Dulce Jubilo”
Frankie Valli & the Four Seasons, “The Carol of the Bells”
Glad Singers, “Three Kings”
The Platters, “Jingle Bells Jingle”
Aztec Camera, “Hot Club of Christ”
Crocodile Shop, “December Mourning”
The Ravers, “(It’s Gonna Be A) Punk Rock Christmas”
Nadroj & the Wolrats, “Forget It”
Andy Paley, “Sleigh Ride”
The Ronettes, “Sleigh Ride”
John Lennon & Yoko Ono, “Happy Xmas (War Is Over)”
Bing Crosby & David Bowie, “Peace on Earth/Little Drummer Boy”
The Kinks, “Father Christmas”
The Turtles, “Santa and the Sidewalk Surfer”
The Fools, “Rockin’ In a Christmas New Year”
Billy Squier, “Christmas Is the Time to Say ‘I Love You’”
Roy Wood, “I Wish It Could Be Christmas Everyday”
The Waitresses, “Christmas Wrapping”
Kurtis Blow, “Christmas Rappin’”
James Brown, “Let’s Make Christmas Mean Something This Year”
Paul McCartney, “Wonderful Christmastime”
Bing Crosby, “Christmas In Killarney”
The Ronettes, “I Saw Mommy Kissing Santa Claus”
Brenda Lee, “Rockin’ Around the Christmas Tree”
Elvis Presley, “Santa Bring My Baby Back to Me”
Billy West, “Jingle Bell Rock”
The Royal Guardsmen, “Snoopy’s Christmas”
XTC, “Thanks for Christmas”
Davitt Sigerson, “It’s a Big Country”
Pretenders, “2000 Miles”
Slade, “Merry Xmas Everybody”
The Crystals, “Santa Claus Is Coming to Town”
Bing Crosby, “White Christmas”
The Dickies, “Silent Night”
Cristina, “Things Fall Apart”
At first, “Grandma Got Run Over by a Reindeer” made three people laugh.
One was Randy Brooks, nephew of the late comedian Foster Brooks, who wrote the song but couldn’t convince his own group to play it. The others were Elmo Shropshire, a veterinarian, and his wife, Patsy Trigg, a bluegrass duo that performed at casinos in the Southwest under the name Elmo & Patsy. Brooks met them outside a Lake Tahoe hotel in 1979 and wound up playing them the song. Elmo & Patsy performed it as part of their act, then booked studio time and recorded it as a single.
Then it took off — first on KSFO in San Francisco, which played it as a lark, then at more and more radio stations around the country. Trigg’s parents published “Grandma” through their Tennessee gospel-music company, Kris Publishing, which meant Brooks made money every time it sold. But Shropshire, who owned the master-recording rights, turned out to be an aggressive DIY record man, recording a full-on album containing “Grandma” and lining up distribution through big drug-store chains. In 1983, it hit No. 1 on Billboard‘s Christmas Songs chart, then graduated to toys, films and TV shows. Today, it’s a holiday standard.
“It was an amazing rush,” says Trigg of the early “Grandma” days, before she and Shropshire divorced in 1985. “It was probably one of the most exciting times I’ve ever experienced.”
Billboard estimates the song’s publishing has generated $800,000, but the original Elmo & Patsy master-recording version has brought in $2.5 million through record sales and streaming over the years, all in the U.S. Much of that goes to Sony’s Epic Records, to which Shropshire signed a distribution deal in the early ’80s — meaning the veterinarian lost control of the master recordings and a lot of potential income. So Shropshire pulled a Taylor Swift-before-there-was-a-Taylor Swift and re-recorded the track under the name Dr. Elmo. His version generated an additional $7 million-plus. And that’s not even counting TV, film and toy licensing.
So the track has a happy ending — for everybody but Grandma.
“We did it all ourselves,” says Shropshire, 86, of Novato, Calif., in a phone interview between gigs performing the song at New Jersey soup kitchens and psychiatric hospitals. “We were working constantly. But it was fun. There’s something [that’s] great fun about being an entrepreneur.”
How did you come to be the performer on the song but not the songwriter?
Randy brought the song to me in Lake Tahoe. I thought it was provocative and funny. I thought the joke would be over after one or two times. At that point, I wasn’t professional enough to think about any recording business. I was still working at my veterinary hospital. I made a recording of it to give to some friends for a gag Christmas gift. One took it to a radio station in San Francisco and they started playing it. I had no idea. I was driving to work and [KSFO broadcaster] Gene Nelson said, “Well, we just played this song a little while ago, and a whole bunch of people called in and said they hated it. If we get 50 requests for it, we’ll play it again.”
How did it go from that to holiday hit?
In 1979, maybe 1980, when we first came out with the record, it was played a couple times. Right after Christmas, the bottom would drop out. At that time, there were probably 80 [record] companies. I’d send them a copy. I just had a little vinyl 45. They were interested in selling albums. I’d send a letter saying, “This is played on the radio, and I think it’s going to be good.” Almost every one would take the letter I wrote, and they had big Magic Marker on it, saying, “Stop sending me this shit!” In 1983, everybody started taping it from KSFO in San Francisco.
How did you capitalize on the radio exposure?
There were a lot of independent record distributors, but they’d [buy] 100 CDs — and at the end of a season, they’d send back, like, 98. Then we’d have to pay them back, or no money would exchange hands. My wife Pam Wendell — she was a salesperson — had the idea of making CDs and little displays and packaging them in a box and selling them to drugstore chains. We went to Longs Drugs in California. They had about 250 stores. It was different from getting them into record stores, when you usually didn’t get paid — then you’re competing with Elton John and the Eagles and your stuff goes down into the basement. Longs Drugs didn’t sell music, but at Christmas, they would put our displays out. Thirty days later, they would send us a check.
Then what happened?
We went from Longs to Eckerds, in the East. They had 3,000 stores. And we went to Costco and Sav-on — they had about 3,000 stores. Ultimately, we got into Dollar General, and they had 8,000 stores. I would try to do radio interviews. And they liked it. There was always a good angle: “Why did you sing a song where Grandma gets killed at Christmas?” I wasn’t that great of an interview, but it was fun for them and provocative. I would do interviews starting at 3 in the morning so I could be on the 6 a.m. morning shows in the East. I did probably 175 interviews every December. We lined them up every 15 minutes. That was from about 1994 until 2014.
At some point, Sony comes into the story, right? What was the story there?
In 1983, I spent a lot of money making a video. There was a man and wife in Nashville who had a little record company called Nationwide Sound Distributors. They got wind of it and said, “If you’ll sign a deal with us for a year, we’ll press 250,000.” Well, they sold all 250,000 copies, because people were hearing it for about three years, and there was no place to buy it. So the market was there. Billboard had it No. 1, in front of [Bing Crosby‘s] “White Christmas.” That’s when Epic [Records, part of CBS, later purchased by Sony] got involved and said they wanted to distribute it. It was a pretty onerous contract. I made an album of Christmas songs, so they could have an album. It probably cost $10,000 to $15,000. They gave me a $20,000 advance, but they owned everything. They sold a lot of records, and they just did nothing for promotion.
If Epic owned those recordings, you couldn’t sell the album yourself at drugstores, right? Is that why you recorded a different version?
That’s right. I re-recorded my own version of “Grandma.” We used all the same personnel. Even I can’t tell the difference.
You must be aware that’s exactly what Taylor Swift is doing. Have you followed that story?
No, I have not. No kidding! I’m so excited to hear about it.
Her record label was sold, including her original catalog. She didn’t like the people who bought the label and wanted to buy back the catalog but couldn’t. So she re-recorded all the songs and told everybody to buy and stream the new ones instead of the old ones.
I’ll tell you another thing about re-recording. Let’s say somebody wants to use the song in a movie. It’s a one-time payoff. They usually pay, I’m thinking, $25,000 for the publishing part of it to use the composition and another $25,000 for the master sound recording. So anytime somebody wants to put it on TV or a movie, [or] toys, more money comes from that than from record sales. If they use the Sony version, Sony just gives me a pittance. But if they use my version, I get the whole $25,000. This is the same with Taylor Swift.
Ah! I wasn’t even thinking about synchs.
Oh, you would not believe the times somebody would call up and say, “We want to pay X amount of dollars” — usually many thousands — “to use the composition in Jarhead.” And they’d say, “We’ve already contacted Sony and they say we can use their recording.” And I’d immediately call up the person and say, “Don’t use the Sony recording! Use ours!” That’s $25,000 out the window!
So you have to be proactive and make sure music supervisors know to use your version.
We have been on so high alert with that. Sometimes we’d have to talk ’em out of it. They’d say, “Who’s Dr. Elmo?” We’d get them to listen to it and they couldn’t tell the difference and we’d say, “We can give you a better deal.”
Did you ever recoup the $30,000 you spent on the video, and the $10,000 or $15,000 you spent in the studio for that Epic version?
Yeah, we made it up that year. That and more!
Well, I assume you have another 150 interviews to do today, so I should let you go.
No! We’re not afraid all those CDs will come back to us after the first of the year anymore. Those streams won’t come back to us. We’re not worried about that.
Mariah Carey‘s holiday classic, “All I Want for Christmas Is You,” is the gift that keeps on giving for its writers and label. In 2021, the master recording of Carey’s version of her song, co-written with Walter Afanasieff, generated 1.747 million song consumption units in the U.S., according to Luminate. Of that, 48,000 were from track downloads, 200 million came from on-demand audio streams, 52.5 million came from video on-demand streams and 24 million from programmed streams.
Combined, those plays and downloads generated $1.36 million for Carey and her label, Sony Music, Billboard estimates.
Meanwhile, the song’s publishing, including mechanicals for the track from the physical sales of five Carey albums it appears on brought in another $378,000 last year.
However, the U.S. only accounted for 51% of download sales and 30.7% of on-demand streaming, so when you look at the song globally and take into account a total of 94,000 song downloads and 823 million streams, Billboard estimates that in 2021 the Carey master recording version of the song brought in almost $4.5 million, while its publishing royalties generated another $1.66 million. Combined, that comes to $6.16 million in global revenue and publishing royalties.
Of the master recording revenue, Billboard estimates Carey’s royalties at $1.55 million, which would leave Sony with $2.95 million.
As for publishing, she is one of two songwriters credited on the song —Afanasieff being the other — so if they each wrote 50%, that means that Carey’s share of the publishing would be $830,000. If she owns her publishing, after a 10% administration fee her take home pay would be $747,000. If she has a 75/25 co-publishing deal, her share would be just over $622,000; and if she doesn’t own the publishing on that song, her publishing royalties would be about $415,000.
This estimate excludes cover versions of the song and the revenue from whatever financial arrangements were struck for Christmas TV specials and soundtracks from those television shows.
According to Songview, the joint ASCAP and BMI song database system, the publishers for Carey’s holiday staple are Beyondidoliztion and Universal Music Corp, both administered by Universal Music Corp., which probably means Universal Music Publishing Group; Sony/ATV Tunes Inc. and Tavla Vista Music, both administered by Sony Music Publishing; and Higpnosis SFH I Ltd, administered by Kobalt.
Since the business of Christmas music is growing so fast – it occupies five of the top 10 places on the Billboard Hot 100 this week – we are re-presenting some of our stories from Christmas past. This piece, about Jimmy Iovine’s “Pro tips for producing a hit Christmas album,” originally ran in 2019
As Christmas music compilations go, only two have stood the test of time: The first, 1963’s A Christmas Gift for You From Phil Spector, featured songs performed by the “Wall of Sound” producer’s stable of artists, including The Crystals, The Ronettes and Darlene Love. The second, A Very Special Christmas, is the 1987 collection of holiday tunes executive-produced by Jimmy Iovine before he went on to co-found and run Interscope Records; found with Dr. Dre (and then sell for $3 billion) Beats Electronics; and serve as the architect for Apple Music. The album was an extremely personal endeavor for Iovine — a tribute to his father, Vincent “Jimmy” Iovine, who loved Christmas and died in 1985 at the age of 63. In 2014, Iovine told Billboard that making the project “was the purest thing I’ve ever done.”
Stacked with the most popular artists of the time — many who remain popular and relevant to this day, including Madonna, Whitney Houston, Run-D.M.C., Bruce Springsteen & The E Street Band, Sting, John Mellencamp, Chrissie Hynde and U2 — A Very Special Christmas, an A&M Records release, went on to sell some 4.7 million copies (when its RIAA double-platinum certification and post-1991 Nielsen Music numbers are combined). It also spawned nine more volumes — Iovine was only minimally involved in the second — that have raised over $100 million for the Special Olympics.
Given the initial album’s success — the lion’s share of its tracks continue to be holiday season staples on radio and streaming — Billboard Pro asked Iovine for his do’s and don’ts of producing a hit Christmas album. In the process, he talked about some of his all-time favorite Christmas songs (see carousel) and why they will always be part of his holiday-music playlists.
Do Use Top Talent “If you don’t want to make disposable Christmas music, don’t start with disposable artists. You’ve got to work with artists that are going to last,” says Iovine. “When I play Christmas music, I play Spector’s album, Frank Sinatra, Ella Fitzgerald, Dean Martin, Nat “King” Cole — the people that will be around forever.”
Don’t Do It for the Money “I made that album from my stomach and my heart. I didn’t give a shit what we did with the money. I just knew we were going to give it away. And no one — not A&M, not a publisher, none of the artists, not me — made a dime from that record. That’s why $100 million has gone to the Special Olympics.”
Do Be Original “If you are doing a Christmas album, you’ve got to come at it in a unique way. If you are going to take on Phil Spector producing Darlene Love singing “Christmas (Baby Please Come Home),” you’ve got to go with a male [singer], because you can’t touch it otherwise.” Hence, U2’s exuberant cover on A Very Special Christmas, which captures the longing of the original without copying it, thanks to Bono’s soaring vocals. Iovine says the song was recorded backstage in Scotland before one of the band’s shows “in a giant room with real echo — ‘our version’” of Spector’s famed Wall of Sound.
Don’t Fear the Corny “Some parts of Christmas are corny — and that’s cool. Over the top is good at Christmastime.”
Do an Album — Even If It’s a Compilation “A Very Special Christmas had a feeling behind it and an idea. There was supposed to be joy and a tug at your heart at the same time. It wasn’t made like, ‘Here’s 10 Christmas songs.’ It was made like one artist’s album.”
Don’t Underestimate the Importance of Sequencing “Today no one sequences anything, but when I was making albums, sequencing was almost as important as the songs. A Very Special Christmas is put together like that. The sequencing took forever. I pictured myself at dinner or at a Christmas party, and I would just play a song and ask myself, “Am I bored?” That’s why I opened the album with The Pointer Sisters. They came in and just killed ‘Santa Claus Is Coming to Town.’ And then I went from there. What song comes next is very, very important. What makes a great DJ is he or she gets bored before you do and knows what to play next. That’s what’s missing in a lot of streaming today.”
Since the business of Christmas music is growing so fast – it occupies five of the top 10 places on the Billboard Hot 100 this week – we are re-presenting some of our stories from Christmas past. This piece, the touring success of Trans-Siberian Orchestra, originally ran in 2019. Since then, TSO’s touring success has continued. In 2019, the group’s 109-date tour sold 1,016,000 tickets for a $66.8 million gross. In 2021, it sold 767,000 tickets to 98 shows for $54.6 million. And, this year, as of the end of November, TSO sold 223,000 tickets to 27 shows for $15.6 million.
To date, TSO has grossed $683.2 million and sold 13.5 million tickets.
The Mid-America Center in Council Bluffs, Iowa, which is located in an industrial park down the street from the Cresline Plastic Pipe Company, looks from the outside like any other 8,000-capacity arena. Next week, the Council Bluffs Kennel Dog Show will take place there, followed by a charity bubble-soccer face-off between firefighters and cops from the state and neighboring Nebraska. But every year for three weeks or so in late October and early November, Trans-Siberian Orchestra management turns the venue into a high-tech assembly line and launch pad for the act’s perennial tour.
In one room, storage buckets hold portions of the stage; in a larger space stocked with forklifts and work benches, carpenters weld those portions together. A large mixing board sits inexplicably in one of the arena’s bathrooms, and in separate rehearsal suites, two iterations of the 18-piece orchestra — one that will play dates east of this central U.S. location and one that will head west — go over, and over, this year’s set.
In the main arena space, two rehearsal stages are set end to end. On a Thursday night, one stage sits dormant while the East group runs through its nearly two-and-a-half-hour set, complete with dozens of fiery explosions, webs of crisscrossing green and red lasers, floating video screens, dueling long-haired metal guitarists and elaborate classical and progressive-rock songs engineered from, among many other things, Beethoven riffs, Jimi Hendrix’s “Purple Haze” and “Hark! The Herald Angels Sing.” At one point, a 24-foot metallic contraption on the side of the stage spews out tiny lightning bolts timed to lead guitarist Joel Hoekstra’s solos. It is the show’s latest upgrade: a double-Tesla coil. “Well,” says Al Pitrelli, 57, the tour’s musical director and lead guitarist for the West group, as he stands near the soundboard. “That doesn’t suck.”
For years, the two orchestras played slightly different arrangements of the same songs — the deviations so fine that they were apparent only to the musicians — but that proved unnecessarily complicated for such a large undertaking, especially for the backup drummer who had to learn both versions. Now, both follow the same script and sheet music, more or less. “Each band has a different personality,” says longtime drummer Jeff Plate. “So there are some spots that have a different vibe.”
Trans-Siberian-Orchestra
Jason McEachern
Not that there’s any kind of East-West rivarly. About 85 percent of the crew worked on the previous TSO tour, as have most of the musicians. “We have an expanded family out here,” says Plate of the group that has gathered in Council Bluffs — not surprising for a group that has spent years celebrating the Christmas holidays on the road. Although most of the cast, crew and musicians return home when the tour breaks briefly for Thanksgiving, Christmas Eve and Christmas Day, on work days they bond over meals catered by topline servers, many customized according to family holiday traditions. For good measure, Pitrelli years ago taught the catering department’s head chef the recipe for his grandmother’s “Sunday sauce.” The musicians spend hours after every evening concert — there are usually two performances a day — greeting fans. “I wouldn’t know what to do without it, honestly,” says Joel Hoekstra, who has toured with the orchestra for 10 years and also plays with Cher and Whitesnake.
The tour — which is slated to hit 66 cities in seven weeks for a total of 109 shows — kicked off on Wednesday. The West orchestra plays its first show in Council Bluffs, while the East contingent debuts in Green Bay, Wis., ushering in the 20th year of an unlikely live-music concept that, despite such a compact itinerary, consistently ranks among the top live outings of the year. According to Billboard Boxscore data, to date, TSO has grossed $546.1 million and sold 11.5 million tickets over 1,484 shows. It is one of only 32 acts in the history of the database to gross more than $500 million as a solo headliner — the orchestras do not co-headline with other acts or even use openers — and one of only 15 solo headliners to sell in excess of 10 million tickets. And for an act that is not a radio staple — even during the holidays — TSO has charted nine albums on the Billboard 200, four of them reaching the top 10; sold 10.1 million albums and 4.9 million downloads; and generated 273.5 million on-demand audio and 177.5 million on-demand video streams, according to Nielsen Music.
Green Bay Press Gazette reviewer Kendra Meinert describes the East orchestra’s opening night as “a little like a family reunion” making a “warm and welcome return.” Noting that the concertgoers in her row included “two teens, a Harley rider and senior citizens talking about their bus trip to Branson, Missouri,” she writes: “That’s how you get to be a top-grossing touring act year after year by touring only for a few weeks.” A loyal fanbase is also a big part of TSO’s perennial success: Management says that 60 percent of this year’s ticket-holders are repeat customers.
In April 2017, Trans-Siberian Orchestra’s extended family was rocked — and the future of the family business suddenly put in doubt — when the orchestra’s founder Paul O’Neill, a driving, dreaming perfectionist who had once played guitar in a touring production of Jesus Christ Superstar and later worked as a promoter and a manager for AC/DC and Def Leppard, died unexpectedly at the age of 61 from a reaction to prescription medicine he was taking. O’Neill’s family made the decision that the show would go on, and when the touring company hit the road again that November, it quickly dispelled any doubts that Trans-SIberian Orchestra had lost its luster without its creator and chief cheerleader at the helm. In 2017 and 2018, TSO went on to score the two biggest Boxscore grosses of its history: $50.2 million and $56.7 million, respectively. (The latter figure also reflects, in part, the highest ticket prices of the act’s history.) The orchestra also finished at No. 20 on Billboard‘s Money Makers ranking of the top-earning acts of 2018, with $18.5 million in collective sales, streaming, publishing and touring income.
Based on ticketing trends for the act, Billboard estimates that TSO’s 2019 box office could approach $60 million this year, thanks, in part, to the decision to revisit in its entirety the orchestra’s debut album, Christmas Eve and Other Stories — and that continued success has the organization already thinking how to top itself next year.
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In the early ‘90s, O’Neill began to plot a holiday-themed live spectacle that combined progressive rock, heavy metal and classical music with elaborate stage productions. He had been producing a struggling Tarpon Springs, Fla., metal and prog rock band called Savatage when its label, Atlantic Records, encouraged him to pursue his idea of a holiday-themed rock opera with a Pink Floyd-style light show. The Queens, N.Y., native mined Savatage for talent, including Pitrelli, who has played with Alice Cooper, Blue Oyster Cult and Megadeth and auditioned after O’Neill rejected what the axman calls “great guitar players all over the planet.” O’Neill asked Pitrelli to play excerpts from Mozart’s Symphony No. 24, and when the guitarist transposed the complex piece into a different key on the spot, he hired him.
Together, O’Neill, Pitrelli and Savatage composer Jon Oliva — who remains a constant presence at TSO rehearsals, clapping and snapping from a chair beneath the stage and bantering with the musicians about key changes and fantasy football — worked out arrangements for original compositions like “Christmas Eve/Sarajevo 12/24.” The instrumental became the heart of Christmas Eve and Other Stories, which told the story of an angel who responds to a father’s prayer to see his daughter for the first time in years. Released in 1996, the album eventually went triple-platinum.
In 1999, O’Neill took his vision on the road, and in 2004, Trans-Siberian Orchestra became the 19th highest-grossing tour of the year, according to Boxscore. It would finish among the top 25 for eight of the next 14 years.
Success did not satisfy O’Neill. “Paul wanted more and more and more,” Plate says of TSO’s shaggy-haired, bearded founder, who wore a leather jacket and sunglasses pretty much everywhere. “He would be almost unrealistic and so adamant.” O’Neill pushed everybody, from musicians to pyro wizards, and during rehearsals could be found “running around the floor” like a rock ‘n’ roll Bob Fosse, Plate adds, “stopping the song in the middle because somebody’s not in the right spot or the singer didn’t have the right inflection on a certain word or the lighting cue was off.” Although he died more than two years ago, managers and musicians still speak of O’Neill in the present tense.
O’Neill’s brand of ambition did not come cheap then — and doesn’t now. Although touring and production director Elliot Saltzman declines to reveal the cost of putting two touring companies — consisting of 120 people and 20 trucks each — on the road (a practice O’Neill initiated in 2000 to meet demand for bookings), he does allow that he budgets $1 million for pyrotechnics alone. (“It’s like being in Iwo Jima [onstage],” Pitrelli says. “But it works.”) “Our startup costs are more than The Rolling Stones — and we have to recoup in seven weeks,” Saltzman says of the double-tour, which runs through Dec. 30 this year.
When O’Neill was alive, he would demand more pyro, lasers and special effects for each successive tour, while Saltzman, Adam Lind and Kenny Kaplan, who oversee the band as partners of Castle Management, played the budget scolds. Since his death, the trio has reversed roles. “Now we have to push a little,” Lind says. Ten years ago, Pitrelli might have attended rehearsal and thought, “It’s pretty good.” Now he “looks for stuff to fix.” Adds the guitarist: “He was my big brother. I’m keeping myself on my toes now. In the back of my mind, I hear Paul always pushing me, but I’ve learned to do it myself.”
At one point, walking through the arena, Saltzman, Lind and Kaplan encounter pyro specialist Doug Adams, who promises imminent Cryo-Jet fog-machine functionality. Pitrelli says Adams frequently tells him, “Wait till you see what I designed this year!” and, anticipating being barbecued onstage, thinks to himself, “Oh, kill me.” Adds Saltzman, who also manages Joan Jett and consults with other tours: “We have fire coming out of everything. We’ve got a lot of mad scientists here.” Kaplan, though, says the managers are experienced enough to know when a piece requires just 15 explosions rather than, say, the pyro team’s preferred 30. “They’re just thinking ‘big is big,’ but we’re trying to measure where it’s spent best,” he says.
Trans-Siberian-Orchestra
Jason McEachern
TSO’s first tour in 1999 played seven shows in five cities and drew 12,000 concertgoers. By 2004, its itinerary had expanded to 100 shows — often two a day — that attracted 1 million ticket-holders. (From 2010 through 2012, TSO took its only non-holiday album, 2000’s Beethoven’s Last Night, on the road in the spring and reps say the orchestra is considering similar tours in the future.) The shows are family-friendly and celebrity attendees include Eddie Van Halen, Kid Rock, the New York Mets’ Noah Syndergaard and The Band Perry, who once drove from Nashville to Knoxville to see the show, parents and grandparents in tow.
When the news broke of O’Neill’s death, the organization was stunned. O’Neill’s imagination and drive to innovate had kept TSO evolving for 20 years. “Paul always had a knack for being one step beyond what anybody could envision,” says Hoekstra. “He would whip everybody into a frenzy.”
“He would come into our dressing room and talk about dreams and mystical ideas and fantasies,” recalls Mee Eun Kim, a keyboardist since 2000. “By the time he leaves the room” — there’s the present tense again — “the girls would all whisper to each other: ‘That’s never going to happen.’” But, Mee Eun adds, “After our first arena show, we looked at each other like, ‘Oh my God, he did it.’ From then on, any time he said anything crazy, we said, ‘OK, Paul!’”
With O’Neill gone, the doubts arrived. “There was a moment when I was like, ‘Oh, what’s going to happen?’” says Mee Eun. Plate and Hoekstra called each other to discuss what a future without the Trans-SIberian Orchestra would look like. They did not have to wonder for very long. O’Neill’s wife, Desiree, and his daughter, Ireland — who, as a young girl, used to shadow her father during rehearsals — quickly decided the show would continue. They declined to comment for this story, and while Lind calls the first tour after O’Neill’s death “very difficult,” he adds, “Paul talked long before his passing of TSO outlasting us all.”
For Trans-Siberian Orchestra to remain relevant to future generations, new music will almost certainly have to be composed for coming tours. Conceivably Oliva and Pitrelli, who were there at the beginning, could carry the torch at least part of the way, and Saltzman, Lind and Kaplan say are always thinking ahead — but right now, they have a tour to do. “That kind of decision comes a little later,” says Kaplan. “We get through this one, then we look at how this played out, what we liked about it, how it will change, what we learned along the way.”
The O’Neill family’s decision to revisit Christmas Eve and Other Stories for this year’s tour has ratcheted up the emotional quotient again for the musicians who date back to the early days of TSO. Pitrelli, whose shoulder-length mane is streaked with gray, says he has a hard time “keeping it straight” while playing songs from the album.
There’s another reason performing TSO’s first album and its story of a father praying for the safe return of his child resonates with the guitarist. Pitrelli’s oldest son, Jesse, is a Coast Guard sniper and his youngest, Zach, a nuclear-submarine engineer “somewhere under the Indian Ocean.” “When I recorded these [songs] for Paul back then, I was in a different head,” Pitrelli adds. “Listening to these songs at this point in my life, I’ve become the older character. I can’t help inserting my name into that story: Where are my boys now? I miss them.”
O’Neill used to tell the musicians and crew the music should last not decades but for centuries, and, for their part, they are determined to fulfill that prophecy. “I’m fairly positive he’s watching it, going, ‘You’re doing good, guy, keep going’” Pitrelli says. “He used to tell me every tour: ‘Just get me through January.’ I’m gonna get him through another January.”
Additional reporting by Eric Frankenberg.
Since the business of Christmas music is growing so fast – it occupies five of the top 10 places on the Billboard Hot 100 this week – we are re-presenting some of our stories from Christmas past. This piece, about how two former Billboard staffers produced the holiday hit “Christmas Rappin’” for then-up-and-coming rapper Kurtis Blow, originally ran in 2019. Since then, in 2020, Robert Ford passed away.
One groundbreaking Christmas hit didn’t just make the Billboard charts — it was produced by two former employees. In 1979, J.B. Moore and Robert Ford left the magazine to produce “Christmas Rappin’ ” for an up-and-coming rapper named Kurtis Blow. Released on Mercury Records, the single went gold, and Blow became the first rapper to sign a major-label deal.
At Billboard, Moore was an ad salesman who sometimes wrote music reviews, and Ford was a production manager who also wrote a column about R&B. They both knew that hip-hop represented the future of music — Public Enemy’s Chuck D has cited a 1978 article by Ford as one of the first mentions of the genre in a national publication. Even so, they didn’t get any interest from A&R executives in New York, so they took “Chrismas Rappin’ ” to Chicago-based Mercury Records, where John Stainze, a recent transfer from the label’s U.K. office to its West Coast operations, convinced Mercury that the song would recoup its costs (about $6,000, remembers Moore) in the United Kingdom alone.
“Christmas Rappin’ ” — a song “ ’bout a red-suited dude with a friendly attitude” — wasn’t originally intended to be a Christmas tune. Moore, who wrote the lyrics, decided to give it a holiday theme because labels like songs they can sell every December. “Christmas Rappin’ ” turned out to be one: It peaked at No. 53 on the R&B/Hip-Hop Airplay chart in 1995 and at No. 35 on Hot Rap Songs in 1999.
“It took Mercury forever to realize how big it was,” says Moore, who with Ford went on to produce Blow’s landmark “The Breaks” and work with the R&B group Full Force. “I’m sitting here staring at my gold record that should be platinum.”
This article originally appeared in the Dec. 21 issue of Billboard.
Since the business of Christmas music is growing so fast – it occupies five of the top 10 places on the Billboard Hot 100 this week – we are re-presenting some of our stories from Christmas past. This piece, about how Leonard Cohen’s “Hallelujah” came to be considered a holiday song, originally ran in 2019. The story of the song is recounted in the recent documentary Hallelujah: Leonard Cohen, a Journey, a Song.
Leonard Cohen’s “Hallelujah,” with its ambiguous, imagistic lyrics about sex and spirituality, was once described by Jeff Buckley, perhaps the song’s most famous interpreter, as “the hallelujah of the orgasm.” So how did an a cappella version by Pentatonix get to No. 21 on the Billboard Holiday 100 in 2018 — after peaking on that chart at No. 2 in 2016?
It’s just the latest twist in the ongoing story of what may be the world’s least likely standard, which originally appeared on Cohen’s 1984 album, Various Positions. The song only became iconic two decades ago, after John Cale’s version was used on the Shrek soundtrack and Buckley’s version appeared in a video VH1 made in tribute to Sept. 11 rescue workers. Around that time, it also began to be used in religious services, its Old Testament imagery and chanted one-word chorus offering a solemnity that seemed to fit weddings, funerals and various occasions in between.
Written by Cohen — a Jewish Buddhist — the song was first associated with Christmas in 2010, when Britain’s Got Talent sensation Susan Boyle included it on her 2010 holiday album, The Gift, which hit No. 1 on both the Billboard 200 and on the Official U.K. Albums Chart. In 2015, violinist-singer Lindsey Stirling released a version that reached No. 81 on the Billboard Hot 100 and No. 21 on the Holiday 100 the following year; that same year, German superstar Helene Fischer included the song on her hit album Weihnachten.
Since 2016, however, the most popular version of “Hallelujah” on streaming services by far has been Pentatonix’s, which has been streamed 346 million times in the United States, according to Nielsen Music. “When people hear it,” the group’s Scott Hoying told Billboard in 2018 about the song’s staying power, “they feel something.”
Alan Light is the author of The Holy or the Broken: Leonard Cohen, Jeff Buckley, and the Unlikely Ascent of “Hallelujah.”
This article originally appeared in the Dec. 21 issue of Billboard.
Over the past three years, the music business has become less dependent on the biggest hits, which account for a smaller share of total streams than they once did. Not in December, though. Holiday music is dominated by a relatively small number of big recordings — Mariah Carey’s “All I Want for Christmas Is You,” Bobby Helms’ “Jingle Bell Rock,” Brenda Lee’s “Rockin’ Around the Christmas Tree” — and that hasn’t changed since 2019.
So far this season, through Dec. 8, the top 50 holiday songs accounted for 34.3% of all streams from the top 10,000 holiday tracks — the exact same percentage as when Billboard looked at holiday music in Dec. 2019. The share of the top 100, at 46.1%, is just slightly lower than the 46.6% share from 2019 while the shares of the top 250, 500 and 1,000 are all less than one percentage point lower than three years ago.
That’s not surprising. Holiday listening is dominated by a small number of recordings that have become enduring favorites. Carey’s “All I Want for Christmas” has reached No. 1 on the Billboard Hot 100 every year since 2019. The order of the next few songs hasn’t changed either: Lee’s “Rockin’ Around the Christmas Tree,” Helms’ “Jingle Bell Rock,” Burl Ives’ “Have a Holly, Jolly Christmas,” and Andy Williams’ “It’s The Most Wonderful Time of the Year.” Other than “All I Want for Christmas,” all of them were recorded before 1964.
New holiday tracks have a hard time breaking through. At 28 years old, Carey’s “All I Want for Christmas” is an outlier among tracks that are usually 50 years or older. “Last Christmas” by Wham!, currently fifth in on-demand audio streams, is a relatively youthful 36. At Nos. 8 and 12, Ariana Grande’s “Santa Tell Me” and Kelly Clarkson’s “Underneath the Tree” are the babies of the top 10.
Pop music has no use for such tradition, or centrality – especially now that personalization has reduced the number of plays track get from prominent placement on streaming-service playlists. From 2019 to 2022, the share of the top 10,000 on-demand streaming songs devoted to the top 50 went from 10.3% to 5.8%. The share of the top 250 went from 25.5% to 17.5% during that same period, while the share of the top 1000 went from 49.2% to 41.6%.
Christmas is one of the few times – perhaps because most people spend it with friends or family – when we all listen to the same songs.
Since the business of Christmas music is growing so fast – it occupies five of the top ten places on the Billboard Hot 100 this week – we are re-presenting some of our stories from Christmas past. This piece, about the changes in the music business that have made the genre so important, was originally published in 2019.
Five months ago, during the dog days of summer, Sony Music executive Lyn Koppe was already running a 15-person meeting to prepare for Christmas. It wasn’t her first that year, either. Koppe, executive vp global catalog for Sony’s Legacy Recordings, leads a team that every January begins planning how to promote the year’s holiday releases, as well as the company’s evergreen seasonal music. As the sun shone down on Sony’s Manhattan offices, which overlook Madison Square Park, the group tossed around ideas by phone with executives from TikTok and members of Mariah Carey’s management team on how to promote the 25th-anniversary reissue of Carey’s Merry Christmas. Someone from management suggested looping in Carey, whom Koppe says is “very hands-on” about marketing — “the look and feel, timing and strategy.” And, within minutes, the five-octave alto herself had joined the call to chime in on the best way to promote the reissue.
“I think there were a few jaws on the floor,” says Koppe, recalling her TikTok counterparts’ reaction to Carey’s cameo at the meeting. But there was a lot at stake: The singer’s iconic Christmas album has become an annuity for her and Sony, a blue-chip property in a holiday recorded-music business that was worth $177 million in 2018 in the United States alone, estimates Billboard.
Carey understands that even the most enduring albums need promotion. So Koppe’s team of music elves — which included executives from marketing, publicity, A&R and product management — worked with Twitter to create an exclusive video of Carey reading fans’ tweets about her holiday music. They created a video skit to go with an enhanced version of the album for Spotify. And by fall, they were promoting the Last Christmas soundtrack — which includes the Wham! single the movie is named after, as well as other songs by the late George Michael, who was the songwriter of the duo — and working to maintain the visibility of time-honored seasonal hits by Andy Williams, The Ronettes and Elvis Presley. “We make sure they’re not forgotten about,” says Koppe.
This year, at least, there’s little danger of that. For about a century, the business of Christmas music was defined by holiday purchases, which meant that hit recordings were enormously profitable the year they were released but didn’t generate much revenue after a couple of years. Few record stores stocked much older Christmas music, and terrestrial radio doesn’t pay to use recordings in the United States. But because streaming monetizes the ongoing consumption of music rather than an initial purchase, it has changed the concentrated business of Christmas music even more dramatically than the rest of the industry. These changes have also amplified the cumulative advantage of the classic holiday recordings that come up first in search results — whether typed in or voice-requested.
Although it’s hard to get exact figures for the holiday music business, the most popular recordings in the genre generate far more revenue than they did a decade ago. “Last Christmas” by Wham! sold 81,000 tracks in the United States in 2008 — and sold and streamed the equivalent of 706,000 last year, according to Nielsen Music. Older recordings are getting more popular, too: Andy Williams’ “It’s the Most Wonderful Time of the Year,” the third-most-popular holiday recording of 2018, sold 52,000 tracks in 2008 and streamed and sold the equivalent of 839,000 last year. Overall, holiday music accounted for 0.89% of on-demand streams in 2015 and 1.11% last year — and during that time, the overall revenue from on-demand streaming rose from $1.57 billion in 2015 to $5.5 billion in 2018, according to the RIAA.
Most of this Christmas cash goes to a relatively small number of rights holders. Last year, the top 50 holiday recordings accounted for 35.3% of all holiday streaming, while the top 50 pop tracks accounted for just 12% of streaming in that genre. Half of the top holiday track streams go to the top 252 recordings, while half of pop streams go to the top 613 pop tracks. At the top, the rewards are considerable — the top holiday recording of 2018, Carey’s “All I Want for Christmas Is You,” was streamed almost a quarter as much as the year’s top pop song. But the No. 100 holiday recording on streaming services was streamed less than 10% as much as the No. 100 pop track.
To get a sense of just how much streaming has changed this part of the business, consider that some of the most popular holiday recordings weren’t easily available on traditional CD albums a decade ago. The second-most-popular holiday song in 2018 was “Jingle Bell Rock” by Bobby Helms, a 1950s country artist who aside from that track sold the equivalent of 1,000 albums, including downloads and streaming. Some holiday hits by famous artists weren’t even available on albums: Paul McCartney’s “Wonderful Christmastime,” the Eagles’ “Please Come Home for Christmas” and Bruce Springsteen’s live recording of “Santa Claus Is Coming to Town” were issued as singles, though they’re all available now on compilations.
At a time when streaming is ruled by pop and hip-hop from the past two decades, the list of the top 100 holiday tracks is dominated by the original versions of classic songs, recorded by artists that younger listeners aren’t familiar with: Williams, Helms, Burl Ives (“Have a Holly Jolly Christmas,” the No. 5 most popular holiday recording of 2018) and Gene Autry (“Rudolph the Red-Nosed Reindeer,” No. 9). Helms’ version of “Jingle Bell Rock” is more than 12 times as popular as the second-biggest version, by Hall & Oates. Perhaps it is because holiday music is so associated with tradition, “I don’t know of a rerecording that outperforms the original,” says SiriusXM director of programming Jess Besack.
These songs are like blue-chip stocks: uncool but no less valuable for it. And they’re likely to grow in value, along with streaming revenue in general. “Christmas hits,” says Koppe, “are the gifts that keep on giving.”
Christmas music has been a significant part of the music business for as long as there has been one — and some of the same songs have been popular since the days of wax cylinders. The first known Christmas recording is “Jingle Bells,” cut by the banjo player Will Lyle in 1889. In 1905, Victor Records had a hit with “Silent Night, Hallow’d Night,” an English version of the German hymn “Stille Nacht, Heilige Nacht.” Thirty years later, Bing Crosby made the song an even bigger hit, which was included on the 1940 Decca compilation An Album of Christmas Music — the Now That’s What I Call Christmas! of the 78 rpm era.
Over the next few years, Crosby helped make Christmas big business. His 1942 recording of “White Christmas” sold 600,000 copies that year and 2 million in 1943, according to Crosby biographer Gary Giddins, and it is said to have sold over 50 million copies worldwide — making it the biggest single ever. That recording, plus another take on “Silent Night” and other songs, were released as the Crosby album Merry Christmas, a version of which is still in print today.
Rock changed pop culture, but singers like Presley embraced the season, too: The most popular holiday LP in the United States is his Christmas Album, which has been certified 17-times platinum in various versions. It includes a rendition of “White Christmas” that upset songwriter Irving Berlin so much that he asked radio stations not to play it.
As pop music continued to evolve, Christmas repertoire did too. Kurtis Blow’s “Christmas Rappin’,” released by Mercury Records in 1979, was the first rap single to go gold, with sales of 500,000 (see story, below). In 1987, Run-D.M.C. hit No. 78 on the Billboard Hot 100 with “Christmas in Hollis,” which sampled Clarence Carter’s 1968 soul single “Back Door Santa.” Other holiday music sounded less like the songs on the pop charts: Producer Chip Davis’ new age project, Mannheim Steamroller, hit No. 50 on the Billboard 200 in 1984 with Christmas, and it went on to release 38 holiday albums that all together account for 21.6 million album-equivalent units.
Although streaming has boosted the holiday music sector even more than the overall industry, it’s harder than ever to score a Christmas hit that remains popular year after year. It’s one thing for a new tune to sell, or stream, in its initial year of release — but quite another to show up on the chart every year, like Carey does. “Getting a big hit with a new Christmas song is gold when it happens,” says Kevin Gore, president of global catalog at Warner Music Group (WMG). “But it’s not easy.”
Some acts score with new versions of classics: Pentatonix had 19 of last year’s 200 most popular holiday streaming tracks, and Michael Bublé had the second-most-popular versions of “Have a Holly Jolly Christmas” and “All I Want for Christmas Is You.” But the original recordings are usually far more popular, at least partly because streaming algorithms have turned their familiarity into advantageous positioning. “Original recordings, with years of thumbs-up and listens, definitely tend to rise to the top of our Christmas and holiday stations,” says Alex White, vp music programming and curation at Pandora.
That’s an understatement: Since most streaming services tend to recommend songs that are already popular, especially in response to general search queries like “Christmas music,” Billboard’s Holiday 100 chart has less turnover than the Supreme Court.
For hits that break through, though, the payoff can be extraordinary. Last year, Ariana Grande’s original 2014 track “Santa Tell Me” garnered 82.9 million streams, more than any other original holiday song released this decade. The second-most-popular was Justin Bieber’s “Mistletoe,” also an original, with 58.5 million. Because streaming-service algorithms tend to reinforce popularity, a bit of luck and the right promotion could keep them high on the chart for years to come.
Even by the standards of pop music, holiday hits are unpredictable. Among this year’s candidates: Keith Urban’s “I’ll Be Your Santa Tonight,” which debuted on the Dec. 21 Digital Song Sales chart; the Jonas Brothers’ “Like It’s Christmas,” which reached No. 25 on the Holiday 100 when it came out and was streamed 12.7 million times in the first three weeks following its release; and Taylor Swift’s “Christmas Tree Farm,” which debuted on the Dec. 21 Hot 100. All three are upbeat, with the cozy but celebratory feel of holiday classics. “The Jonas Brothers song captures the good feel of a modern Christmas classic,” says Jeff Moskow, head of U.S. A&R for the Now That’s What I Call Music series, who slotted it after Carey’s “All I Want for Christmas Is You” on Now’s Christmas playlist on Spotify.
Even if a song doesn’t outlast December’s snowmen, it could still help the artist that recorded it. Holiday releases are an easy way to keep performers visible at the end of the year, which can only help merchandise sales. “It’s an always-on music business,” says Jay Gilbert, co-founder of Label Logic, a company that provides marketing services for labels and managers. “You need to keep your audience engaged.” And the popularity of Christmas movies means that holiday music often scores lucrative synch placements.
Sometimes, new Christmas songs that debut without much fanfare maintain their popularity surprisingly well. Grande’s “Santa Tell Me” peaked at No. 42 on the Hot 100 when it arrived in 2014 and improved to No. 33 in 2018. Similarly, Kelly Clarkson’s “Underneath the Tree” peaked at No. 78 when it was released in 2013 and rose to No. 44 last year. “I don’t know why some songs stick and some don’t,” says Moskow.
As in the rest of the music business, popularity depends significantly on playlist placement — for both new and old material. Consider “Driving Home for Christmas” by British musician Chris Rea, an original song he wrote that hit No. 11 on the U.K. singles chart in 1988. It took over a decade for it to become a Christmas staple in the United Kingdom, and it’s now on Spotify’s Christmas Hits playlist — even though Rea hasn’t had a song on a U.S. chart since 1990, and most listeners are probably unfamiliar with him. “A song like Chris Rea’s ‘Driving Home for Christmas’ is experiencing a lot more discovery than it would have in a different era,” says WMG’s Gore.
No one wants to leave discovery to chance though, even for established classics. So executives who don’t have stars like Carey to work with are getting creative. Warner made a video for a new recording of “White Christmas” by Bublé, and Universal Music Group’s UMe catalog division hired studios to make animated clips for nine of its classic holiday recordings, including Dean Martin’s “Let It Snow! Let It Snow! Let It Snow!” and The Jackson 5’s “I Saw Mommy Kissing Santa Claus.”
“We recognized that there’s an opportunity to develop and extend engagement with our holiday catalog to an underserved audience that primarily accesses music through YouTube,” says UMe president/CEO Bruce Resnikoff. So far, the 1.4 million YouTube views that Frank Sinatra’s “Jingle Bells” racked up in the three weeks between Nov. 4 and Nov. 25 represent a 220% increase over the same period last year.
To younger YouTube users, some of these songs may sound as quaint as the animation looks. But Christmas music has always been driven by collective nostalgia — listeners want a version of “White Christmas” just like the one they used to hear. “If a customer requests a holiday song simply by song title, they likely expect and enjoy the classic recorded version as a return,” says Karen Pettyjohn, senior music curator at Amazon Music.
The more customers enjoy those results, of course, the more likely streaming algorithms are to keep offering them. Which means that songs like Carey’s “All I Want for Christmas Is You” could remain popular as long as Christmas itself.
This article originally appeared in the Dec. 21 issue of Billboard.