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True to her name, Mariah the Scientist’s songs are often the result of several months, and sometimes years, spent combining different elements of choruses and verses until finding the right mixture. But when it came time for the 27-year-old to unveil her latest single, the sultry “Burning Blue,” the R&B singer-songwriter was at a crossroads. So, she experimented with her promotional strategy, too — and achieved the desired momentum.

“Mariah felt she was in a space between treating [music] like a hobby and this being her career,” recalls Morgan Buckles, the artist’s sister and manager. And so, they crafted a curated, monthlong rollout — filled with snippets, TikTok posts encouraging fan interaction and various live performances — that helped the song go viral even before its early May arrival. Upon its release, Mariah the Scientist scored her first solo Billboard Hot 100 entry and breakthrough hit.

Mariah Amani Buckles grew up in Atlanta, singing from an early age. She attended St. John’s University in New York and studied biology, but ultimately dropped out to pursue music. Her self-released debut EP, To Die For, arrived in 2018, after which she signed to RCA Records and Tory Lanez’s One Umbrella label. She stayed in those deals until 2022 — releasing albums Master and Ry Ry World in 2019 and 2021, respectively — before leaving to continue as an independent artist.

“Over time, you start realizing [people] want you to change things,” Mariah says of her start in the industry. “Everybody wants to control your art. I don’t want to argue with you about what I want, because if we don’t want the same things, I’ll just go find somebody who does.”

In 2023, after six months as an independent artist, Mariah signed a joint venture deal with Epic Records and released her third album, To Be Eaten Alive, which became her first to reach the Billboard 200. She then made two Hot 100 appearances as a featured artist in early 2024, on “IDGAF” with Tee Grizzley and Chris Brown and “Dark Days” with 21 Savage.

“Burning Blue” marks Mariah’s first release of 2025 — and first new music since boyfriend Young Thug’s release from jail following his bombshell YSL RICO trial. The song takes inspiration from Purple Rain-era Prince balladry with booming drums and warbling bass — and Mariah admits that the Jetski Purp-produced beat on YouTube (originally titled “Blue Flame”) likely influenced some lyrics, too. She initially recorded part of the track over an unofficial MP3 rip, but after Purp caught wind of it and learned his girlfriend was a fan, he gave Mariah the beat. Mariah then looped in Nineteen85 (Drake, Nicki Minaj, Khalid) to flesh out the production.

“I [recorded the first part of ‘Burning Blue’] in the first room I recorded in when I first started making music in Atlanta,” Mariah says. “I don’t want to say it was a throwaway, but it was casual. I wrote some of it, and then I put it to the side.”

Once Epic A&R executive Jennifer Raymond heard the in-progress track, she insisted on its completion enough that Mariah and her collaborators convened in Cabo San Lucas, Mexico, in February to finish the song. By that point, they sensed something special. Mariah shared a low-quality snippet on Instagram, but Morgan — who joined as a tour manager in 2022 — knew a more polished presentation was needed to reach its full potential.

Morgan eyed Billboard’s Women in Music event in late March as the launchpad for the “Burning Blue” campaign. Though Mariah wasn’t performing or presenting at the event, Morgan wanted to take advantage of her already being in glam to shoot a flashier teaser than Mariah’s initial IG story, which didn’t even show her face.

The two decided on a behind-the-scenes, pre-red carpet clip soundtracked by a studio-quality snippet of “Burning Blue.” Posted on April 1, that clip showcased its downtempo chorus and Mariah’s silky vocal and has since amassed more than two million views, with designer Jean Paul Gaultier’s official TikTok account sharing the video to its feed. Ten days later, Morgan advised Mariah to share another TikTok, this time with an explicit call to action encouraging fans to use the song in their own posts and teasing that she “might have a surprise” for fans with enough interaction.

Mariah then debuted the song live on April 19 during a set at Howard University — a smart exclusive for her core audience — as anticipation for the song continued to build. Two weeks later, “Burning Blue” hit digital service providers on May 2, further fueled by a Claire Bishara-helmed video on May 8 that has over 7 million YouTube views.

“We’re at the point where opportunity meets preparation,” Morgan reflects of the concerted but not overbearing promotional approach. “[To Be Eaten Alive] happened so fast, I didn’t even know what ‘working’ a project meant. This time, I studied other artists’ rollouts to figure out how to make this campaign personal to her.”

“Burning Blue” debuted at No. 25 on the Billboard Hot 100 dated May 17, marking Mariah’s first time in the top 40. Following its TikTok-fueled debut, the song has shown legs at radio too, entering Rhythmic Airplay, R&B/Hip-Hop Airplay and Mainstream R&B/Hip-Hop Airplay — to which Morgan credits Epic’s radio team, spearheaded by Traci Adams and Dontay Thompson. “[The song] ended up going to radio a week earlier [than scheduled] because Dontay was like, ‘If y’all like this song so much, then play it!,’ and they did,” Morgan jokes.

With “Burning Blue” proving to be a robust start to an exciting new chapter, Mariah has a bona fide hit to start the summer as she prepares to unleash her new project, due before the fall. She recently performed the track on Jimmy Kimmel Live! and will have the opportunity to fan the song’s flames in front of festival audiences including Governors Ball in June and Lollapalooza in August. But as her following continues to heat up, Mariah’s mindset is as cool as ever.

“I’ll take what I can get,” Mariah says. “As long as I can use my platform to help people feel included or understood, I’m good.”

A version of this story appears in the June 7, 2025, issue of Billboard.