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Initially, BossMan Dlow didn’t think he crafted a breakout hit in “Get In With Me” — after recording the track last year, he quickly discarded it into his dossier of files and got back to working on his next hopeful street anthem. But he’s happy to be wrong: the song become his debut entry on the Billboard Hot 100 in mid-February and has since reached a No. 49 high in five weeks on the chart. In the March 1-7 tracking week, “Get In With Me” earned 9.6 million official U.S. streams, according to Luminate.
The 25-year-old credits the slick rhymes on the trunk-rattling single to the alcohol flowing through him during a November studio session in Fort Lauderdale, Florida. “Patrón was talking to me,” he tells Billboard. “That beat came on and I think I had just spent $1250 on some shoes — so that was in my brain, ‘Pair of shoes $1250.’ It just came to me on some drunk s–t to be real.”
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Dlow motivates listeners with his work hard, play hard mentality stacking paper and getting fly to floss on the competition. (“You wanna be a boss, you gotta pay the price,” he raps on “Get In With Me.”) And he isn’t apologizing for his making recent waves in the industry, either, breaking through after pounding on rap’s door seeking entry since 2019 (“I’m trying to step on they throat — ya hear me”).
He signed a record deal with Alamo Records last summer, and he’s the latest integral piece to an already-loaded R&B/hip-hop roster that boasts stars Rod Wave and Lil Durk. And with a label team in tow, life is moving faster than ever for the burgeoning Florida native. He’ll look to stay hot with the release of his gritty Mr. Beat the Road mixtape on Friday (March 15). The 17-track project boasts features from Sexyy Red, Rob49 and more.
Below, Dlow tells Billboard about the success of “Get In With Me,” manifesting a Future collab and his entrepreneurial plans outside of music.
Did you know “Get In With Me” was a hit when you first recorded it?
Hell nah. I had just ran through it. I heard the beat and that probably took me 45 minutes to an hour and then I was like, “You know what? F–k it, next song.” Type of s–t. That’s just another song. [I’m] punching in freestyling. I used to write. Now I don’t be having no time like that. I just go in that b—h and speak my mind, which is a little better.
Where were you eating hibachi on the 50th floor?
That’s boss activity. Get you a bad b—h and take her to the 50th floor and order the most expensive s–t you can. You know, just living life. Doing s–t to talk about doing s–t.
When did you know it was a hit outside your fanbase?
When I first did the freestyle, the s–t went up to like 200,000 likes. I ain’t never had that many likes. Then it was people reposting it. Rod Wave, Moneybagg Yo, even Ciara posted it, DaBaby wanted to get on it. He posted it. A lot of reaction from big rappers too so it’s really crazy.
I saw Quavo using your lyrics in an Instagram caption. What do you think about seeing that?
That s–t crazy. From playing these dudes’ [songs] to now they playing my music. I never talked to him, he just did that.
What was your reaction to making the Hot 100?
The s–t just keep getting crazier and crazier. That’s hard as f–k to do, bro. Especially rap music. It’s unbelievable.
Do you ever have the mentality of “I’m trying to make the Hot 100” when making music?
Nah, I was really in the streets. This is new to me. So my manager telling me, “You at No. 52 on Billboard [Hot 100].” Like damn, Billboard?! I don’t really know what it mean but you know that s–t is hard.
What do you think about “Get In With Me” taking off on TikTok and helping promote it?
Yeah, I seen Lil Baby posted it. It’s crazy. I really didn’t know that song was gonna do all that. That’s what I learned. It be the songs you don’t like. That’s just how it goes. I’m not saying like I thought it was trash, I’m saying more I put it to the [side] like this ain’t one of ‘em. This ain’t my main focus.
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How’d you link up with the producer Dxntemadeit?
Yeah, I f–k with bro. Bro was in the studio with us and we got a couple beats off him. I f–k with his selection and how he make his beats. We started working and we gonna keep it going. We got us some [more] s–t coming for sure.
How did you end up signing with Alamo last year? The label is loaded with you, Lil Durk and Rod Wave to name a few.
Real street. My music started off in Tallahassee and started swinging its way up north and down south in Florida. Couple rappers were reposting my music from the start, and it ended up having me to keep going. [I signed with Alamo during] Last year around August or September. Yeah, we finna crush. We got no time to play.
What was your childhood like growing up? I know you were a hoops fan.
Yeah, Port Salerno. Small hood running around doing kid s–t. Riding dirt bikes and s–t. Couple of streets to ride on, couple of dirt path roads to ride on. Play a little basketball and it’s really just the streets after that. You’ll catch the streets young where I’m from. It’s all around. You end up doing street s–t and then you end up in trouble and then you end up all in now. Just some small city.
Who were some of your early music inspirations?
My people used to play old-school music. I used to play Lil Wayne, Wiz Khalifa. That was my s–t.
What did you find so appealing about Future’s music?
He’s been going for a long time and he can drop a hit whenever he wants to. It speaks for itself. I want to be long-lasting like that. He’s probably looking at 20 years right now.
We’re gonna get that Dlow and Future collab?
We definitely gon’ get it.
I read you wanted to change your name from BossMan Dlow. What was it gonna be?
Yeah, in 2019 I was BossMan Dlow and I got locked up and had some s–t to deal with. I didn’t want to get back out and rap with the same name I got locked up in. I was gonna just be Big Za. I had a little music, and I had my listeners knowing me as BossMan Dlow. I didn’t wanna throw them off so I just kept it.
What about “Slide” by H.E.R. helped you get through being locked up?
When I heard it, I just had to go by myself and zone out. I picture me just seat laid back, foreign car, I’m on [Interstate] 95 talking to this b—h and good za. I’m just sliding and handling business. That song put me in that mode for real. I used to play a lot of Roddy Ricch too.
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What are some of your 2024 goals? [Is there] Another project on the way?
We’re trying to go on tour, bro. We trying to get this tour right. We trying to get to the arenas and sell out arenas and make better music. We gon’ stay consistent. We gon’ keep it rolling. Another tape and we gon’ have an album this year too.
Bossing up, what other ventures do you have lined up to create avenues for income outside of music?
I want a trucking business. We gon’ rent and sell cars. We gon’ buy property houses. We gon’ build houses. We gon’ own car washes and restaurants. We gonna do it all. I want every store you pass to be Dlow’s establishment. You could come work for Too Slippery Entertainment.
A version of this story originally appeared in the March 9, 2024, issue of Billboard.
On June 29, 2012, Nick Miller regained consciousness in a Boulder, Colo., hospital room. The day before, he’d overdosed on heroin, the final act of a 10-day drug binge. Coming to, he saw his mother and the sadness in her eyes. He was 21 years old and had been sober for 15 months after time in rehab and years of opiate addiction. He’d been doing so well.
But his mom had known something was off after her son had gone quiet over text and phone. She called a friend of his, insisting they go check on him while she packed a bag and booked the next flight to Denver. The friend found Miller unresponsive, thrust naloxone — the opioid overdose reversal medication — up his nose and dialed 911. If not for his mom’s sense that something was wrong, it’s unlikely that I’d be here in Miller’s house on this chilly February afternoon in Los Angeles to talk with him about his incredible success as electronic producer Illenium. It’s unlikely he’d be here at all.
Sitting in the cave-like home studio within his large and otherwise light-filled house, Miller, 33, dotes on his dogs — the regal Belgian Malinois Grace and a small but fierce blonde dachshund whose dedicated Instagram account has 23,000 followers and for whom the house’s Wi-Fi network, “Palace du Peanut,” is named — holding them in arms covered in sacred geometry and Eye of Sauron tattoos. He makes jokes and direct eye contact, speaks in ski-bum parlance (“fire,” “sick,” “chillin’ ”), endearingly giggles and generally comes off as a person worth rooting for.
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I ask Miller what he’d say to that hospital room version of himself, given everything that has happened since. His answer is immediate: “There’s no way I would have even believed the possibilities.”
Illenium plays Billboard Presents THE STAGE at SXSW on March 16. Get your tickets here.
As Illenium, Miller is one of the most successful electronic acts of the last half-decade, a dance music star in the fireworks and confetti tradition, but with a harder and more rock-oriented sound and sensibility than straightforward main-stage EDM. In a genre known more for talent-heavy festival bills than solo-show hard ticket sales, he’s one of only a handful of artists, like ODESZA and Kaskade, playing venues as massive as stadiums and arenas.
Still, it’s possible you’ve never heard of him. Illenium hasn’t yet had a solo crossover hit (“Takeaway,” his 2019 collaboration with The Chainsmokers and Lennon Stella, hit No. 69 on the Billboard Hot 100 and remains his highest-ranking single on the chart), and unlike some world-famous DJs, he doesn’t frequent fashion shows, post shirtless selfies or chase fame.
He calls himself “very much a homebody,” one who most enjoys staying in and working on music, playing video games and hanging out with his dogs and his wife, Lara. The two met at a festival and married last September in Aspen, Colo., not too far from their primary residence, a 23,000-square-foot estate in the Denver suburb of Cherry Hills. Miller says he only bought the L.A. house in 2021 because “I was spending so much money on hotels and studio spaces here that it made more financial sense.” He has left twice in the last six days, once for a meeting and the other time to play the second of his back-to-back headlining shows at SoFi Stadium.
Louis Vuitton shirt and Askyurself sweater.
Daniel Prakopcyk
These Trilogy performances — so named because they feature three separate Illenium sets over five hours — are the current crown jewel of the Illenium empire. Prior to the Feb. 2 and 3 shows in L.A. (where his team says fans bought $2 million in merchandise alone), last June’s Trilogy concert at Denver’s Mile High stadium grossed $3.9 million and sold 47,000 tickets. It happened amid a 26-date North American tour that sold 191,000 tickets and grossed $15.7 million, according to Billboard Boxscore. His fourth studio album, 2021’s Fallen Embers, earned a Grammy Award nomination for best dance/electronic album, an accomplishment that came months after the debut Trilogy show at Las Vegas’ Allegiant Stadium helped break the pandemic’s pause on live music.
With nearly 33,000 attendees, the July 3, 2021, performance, according to Boxscore, broke the record for the biggest dance music event for a single headliner in U.S. history. At the end of it, Miller told the roaring crowd that for him Trilogy represents “my transition from a f–king sh–ty life. That was my past. So it’s just f–king crazy, this. What the f–k? This is a f–king football stadium.”
Performing from a cryo-spitting tower of LEDs on the 50-yard line was not on Miller’s radar when he started releasing music in 2014. His work helped form the then-emerging future bass subgenre, which, like the bass music that influenced it, is huge and often heavy but also simultaneously soft — like getting hit in the head with a two-by-four wrapped in velvet. Future bass also incorporates more traditional verse/chorus song structures than much of the wilder bass made by Illenium’s influences and peers — Zeds Dead, Excision, SLANDER, Dabin, Said the Sky, Space Laces — and his work also heavily integrates rock, metal, indie and pop sounds. The Illenium oeuvre, developed over his five studio albums, is cinematic, anthemic, often heavy and typically lyrically personal music that mulls deeper themes — love, heartbreak, rage — than standard dance refrains about putting your f–king hands up.
“I’m sensitive,” Miller says, and “for sure” an emotional person. For him, writing music is a form of escape, release and healing, and he thinks listeners can feel the depths he’s pulling from: “A fan who’s going through something — when they listen to something personal, it just bonds in a different way.”
Des Pierrot vest, Jack John Jr. pants, Louis Vuitton shoes.
Daniel Prakopcyk
This bond is a key reason why fans not only love Illenium’s music, but often have devotional relationships with it. The audiences at his shows party and headbang — but there’s also a lot more crying at an Illenium concert than at most electronic sets.
His fusion of bass with traditional song structures has also fueled his broad appeal. UTA’s Guy Oldaker, his longtime agent, came up in the bass scene of Colorado — the genre’s spiritual U.S. home and a huge dance hub, with Denver effectively tied with Miami as the United States’ highest-indexing major market for electronic music streaming, according to Luminate. But Oldaker hadn’t figured out how to cross these artists over into major festivals and Las Vegas residencies, where he says crowds usually want “easily accessible pop music.”
When a promoter sent Oldaker demos by a local producer named Illenium in 2014, “I went, ‘Holy crap, this is exactly what I think will work with this audience in Vegas,’ ” Oldaker recalls. “I know very well how to build an artist in the scene where I’ve built everything else. I knew if I could connect the dots, we’d have a winner.”
Now, after the pandemic deflated his team’s plans for international expansion, Illenium is poised for the kind of global ubiquity Oldaker has long believed he could achieve — that is, if that’s even what he wants. “I go back-and-forth on if I’d rather be a famous world star DJ,” Miller says bluntly, “or just like, kind of be chillin’.”
When Oldaker first met him, Miller was sober — and also deep in the bass scene. He handed out show flyers as an intern for local promoter Global Dance, wrote for electronic music blogs, frequented Red Rocks Amphitheatre in Morrison and Aspen’s Belly Up Tavern and fell in love with the music and community he had found. He’d returned to rehab following his overdose and, afterward, started teaching himself music: playing piano, watching YouTube tutorials on music theory and making “like, ‘Wonderwall’ remixes and random crap, just to figure it out.”
Soon, the music blog dubstep.net voted one of his tracks the No. 1 song of the moment. “I was like, ‘Let’s f–king go,’ ” he recalls. He’d also started performing around Denver and in 2015 signed with Oldaker (then at Madison House Presents), who sent Illenium (his name references Star Wars’ Millenium Falcon) on the road as a support act for artists like Big Gigantic and Minnesota. After a show at the 500-capacity George’s Majestic Lounge in Fayetteville, Ark., attendees bought out the venue for a second night so Illenium could play again. “And that sold out,” Oldaker says. “These were small-market shows by someone no one had ever heard of who was getting 250 bucks to open for another artist, and all of a sudden he’s blowing out some room in Arkansas.”
Miller and his team — which by this time included manager Ha Hau (also the founder of Global Dance) and touring manager Sean Flynn, whom he’d met in recovery — started putting up headline shows at smaller clubs. They decided he needed a signature “thing” and that it would be, Oldaker says, “putting so much production into these rooms that people walked out like, ‘I don’t know what I just saw.’ ”
For a 2015 set at Denver’s 650-capacity Bluebird Theater, Miller spent $10,000 on a custom metal phoenix, a symbol of his rise from addiction that has also appeared on his album covers and on the Illenium jerseys that are the de facto fan uniform at his shows. “On most of my tours, I’ve gone as far as I could with production by breaking even, or just slightly above,” he says. Flynn declines to give an exact price tag for Trilogy’s production, but says the shows are “really expensive.” They weren’t sure if they’d even turn a profit with the SoFi sets, but then “the second show crushed,” Miller says. “So we were chillin’.”
Daniel Prakopcyk
Streams, ticket sales and festival billings grew steadily as his profile rose, and his second album, 2017’s Awake, reached No. 106 on the Billboard 200. But Miller felt a disconnect. Fans didn’t know about the personal experiences making his songs so emotionally intense, a chasm that felt especially wide when they told him his music had helped them through hard times, like dealing with addiction.
“I’ve been wanting to share something super personal with you for a while,” Miller wrote in a letter posted to X (then Twitter) in August 2018, revealing his struggles with opiates and his overdose. “I was trapped in it, had no passion, no direction and truly hated myself… I’m just sharing my story and relating because music saved my life too.” The news came in tandem with the release of “Take You Down,” a huge, hypnotic song he wrote about his mother. “I couldn’t see that when I went to hell,” vocalist Tim James sings, “I was taking you with me.”
“Watching that relationship get torn by the sh-t you keep doing — at first, it’s like, ‘Why are you on me so much, I’m not even that bad,’ ” Miller reflects now. “Then it goes into ‘OK, I can’t stop’ and then it goes into, like, “F–k everyone. I can’t live without it.’ And then you’re just breaking down.”
Making this information public initially made him nervous “because I didn’t want to come off preachy. I love rave culture and people enjoying themselves and don’t want to be the person that’s like” — he shifts to a nerdy tone — “ ‘You guys are really f–king your lives up.’ ” But six years later, he thinks his fans appreciate knowing, “given all the music that has come out of it and that I did all of this sober.”
LEMAIRE jacket and Louis Vuitton shirt, pants and shoes.
Daniel Prakopcyk
In a realm not known for temperance, Miller says that Kaskade — one of the few sober dance artists — has been a role model who has shown him “you can do this and not be a party animal, because it’s hard. You see how insane people go and wonder if you’ll be accepted if you’re not partaking.”
But Miller is also uniquely suited to talk to fans about drugs. Last year, he partnered with L.A.-based nonprofit End Overdose, which distributes free naloxone and fentanyl test strips, provides training on how to respond to overdoses and is a partner of major dance music promoter Insomniac Events. He raised $50,000 for the organization through a fan donation matching campaign, became a certified End Overdose trainer, gave tutorials on administering naloxone on Instagram Live, provided trainings at stops on his last tour and gave contest winners an in-person demonstration at the Denver Trilogy show. Over 2,000 doses of naloxone have been distributed across these events; last September, one was used to resuscitate someone at a concert (not Illenium’s) in Kansas City, Mo. “We’ve literally saved lives together,” End Overdose communications officer Mike Giegerich says. “It’s beyond meaningful.”
Meanwhile, Miller has rather cleverly figured out a healthy (and productive) way to satisfy his own addictive impulses. “To have five hours to shape the night and do it all?” he says of the Trilogy shows. “That’s like, my psycho drug addictness. That sounds very fulfilling and, like, a sweet high for me.”
The five-hour Trilogy shows have also given Miller time to explore the direction he’ll pursue next. After his rock- and metal-focused 2023-self-titled album, which featured artists like Travis Barker and Avril Lavigne, the Trilogy sets inspired him to return to his electronic roots, and he’s working on “a lot” of new music. Collaborations with Tiësto (a Colorado neighbor Miller calls “the f–king man”), REZZ, Seven Lions, Mike Shinoda and others he’s not yet ready to name are forthcoming — not as an album, but as singles to be released throughout 2024.
Outside of scattered festival dates, he’s not touring this year, but Oldaker says, “World domination is where I think we go from here.” Flynn says the team “had a lot of steam” in Europe and Asia before the pandemic, and it’s now positioned to rebuild that momentum. American-style bass music has historically “had a hard time getting good traction” in Europe, Oldaker says, but he fervently believes Illenium could be the one to break it.
Miller’s own feelings are more mixed. He points out that his seven-date European tour last summer hit 2,000- to 3,000-capacity rooms and turned out “fire” crowds in cities like Brussels and Barcelona. He also acknowledges that the more minimal, less headbang-y European scene is “just so different,” Miller continues, “and I never bought into it. I’m not a partier. I like being home, and I don’t play that game of ‘meet this promoter so you can play their festival or club.’ I’m so not that person, and I think that has hurt me a bit in Europe.”
Still, he’d love to bring the full show abroad. He has growing fan bases in Asia (he did his first headlining show in India in February) and Australia, and his team is also eyeing expansion into Africa and Central and South America.
Meanwhile, North American demand hasn’t abated for the artist Oldaker calls “the underground monster you’ve never heard of who all of a sudden blows your mind.” Several stadiums have reached out about hosting a Trilogy show, and fans can see Illenium through September at his residency at the 2,100-capacity Zouk in Las Vegas, a club the team chose for its production capabilities. Having played Vegas since his days as an opener, Miller has learned “the game” of these shows: “taking yourself less seriously, just having fun and not trying to have a musical therapy session in a f–king Vegas club.”
Daniel Prakopcyk
While there are many goals still to reach — a crossover hit (his official remix of Taylor Swift’s “Anti-Hero” toed the line), major mainstream festival headlining slots, movie scores and, Oldaker says, “expanding what he’s doing so people understand he isn’t just a bass producer and can do all these other things” — the imminent strategy is simple: keep building “core events,” Oldaker says, like Trilogy and Illenium’s Ember Shores destination festival in Mexico, which held its second edition in December. “Yes, we want to headline all the major festivals, but we have a great thing going with Trilogy where we can create these incredible experiences for fans to come be a part of,” Oldaker explains. “We’ll continue building it and hope these bigger festivals see the value we’re creating.”
“There is no ceiling to cap the success that he is capable of,” adds Tom Corson, co-chairman/COO of Warner Records, which released Illenium. “Nick is a career artist who can be as big as he wants to be both within dance music and outside of the genre.”
While now in a period of relative downtime, the guy whose lexicon heavily favors “chillin’ ” doesn’t, actually, want to be entirely chill. His Colorado rhythm is to drink coffee, run the dogs, tend to Illenium business — a straightforward model of “merch and music and shows,” he says — then hit his home studio. He’s also remodeling a Denver warehouse into a recording space for himself and other artists, some of whom will likely appear on the label he’s putting together. When he’s really not working, he golfs, snowmobiles or hangs with his parents, sisters, nieces and nephews who, Oldaker says, “are always around him.”
“They’re so happy, full of joy,” Miller says of his family’s take on his achievements. “We have a beautiful life now.”
That family isn’t just his direct relations anymore, but the tens of thousands of screaming fans who love him — not only as an artist, but as a survivor: the kid in the hospital bed who was about to get up and make it all happen.
This story originally appeared in the March 9, 2024, issue of Billboard.
While visiting Los Angeles in 2022, 26-year-old pop artist Knox was telling a friend that he had recently scored a major-label deal with Atlantic Records. “That’s cool, but you’ll never be Matty Healy,” the friend quipped.
Instead of dwelling on the snide comparison to the frontman of The 1975, Knox remembers thinking, “This could be fun,” and went into the studio with songwriter Spencer Jordan. After recording several versions of what would become his breakout track, the indie rock-tinged “Not The 1975” was released in July 2023 — and has since become Knox’s introduction to the Billboard charts.
Growing up in Dayton, Ohio, Knox (born Knox Morris) showed off his alternative-influenced vocal range at local open mics during his teenage years. Following high school, he attended Ohio University with plans to become a teacher, but his passion for music won out — and by early 2019, he dropped out and moved to Nashville.
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Soon after, Redline Entertainment’s Larry Blackford discovered Knox on Instagram and reached out to the singer for a meeting, along with the company’s Wes Mayers. The three of them instantly hit it off, and Knox signed a co-management deal in 2020. “When he sings, his voice is reverberating. I’ve never heard anything like it,” Blackford says. Adds Mayers, “Knox has one of the best work ethics of any artist I’ve met. He has high energy, high drive and that real competitive streak.”
Aaron Sinclair
Aaron Sinclair
That drive was quickly put to the test when the pandemic forced Knox to get creative with his promotional strategy while building a fan base on social media. He first experienced some significant traction with his 2022 single “Sneakers” before trying the same strategy of consistently posting teasers for “Not The 1975” — particularly leaning into videos about the cheeky chorus.
The rallying track draws in listeners thanks to Knox’s witty songwriting: He references The 1975 hits “Chocolate” and “Oh Caroline” in his verses, then spins that pivotal L.A. conversation into the chorus. (“I said, ‘Girl, I might not be famous yet, but I’m gonna put you in a song that I write’/Then she said, ‘I like your confidence but you’re not The 1975.’ ”) The music video, which arrived the day of the song’s release, plays even further into the bit: Knox dresses in a Healy-inspired black-tie get-up and smokes a cigarette throughout. “I don’t think people understand how many cigarettes I had to smoke,” Knox recalls, laughing. “At first, they were herbal cigarettes, but I could already [imagine] the comments calling me out.”
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Despite the catchy hook, Knox admits that “Not The 1975” was more of a “slow burn” in comparison to “Sneakers,” despite the acclaim he was getting from those around him in the weeks following the former’s release. “Everyone was saying that it’s an amazing song, but the streaming numbers weren’t translating yet,” he says. But after a late 2023 tour, where Knox says the song was “clearly a fan favorite,” it began to take a hold at radio and on digital service providers. “Not The 1975” debuted on Pop Airplay and Adult Pop Airplay in late January, and it reaches new highs of No. 26 and No. 15, respectively, on the March 16-dated charts. Additionally, the hit has 8.5 million total on-demand official U.S. streams through March 7, according to Luminate.
Neither of Knox’s managers are surprised to see the singer-songwriter now experiencing multi-format success. “With lyrics like ‘Vodka soda and baggy jeans/Using none of that art degree,’ how could [radio] not love it?” Blackford asks, with Mayers adding that he often sees a “waterfall effect” for an artist following a tour. “People will be like, ‘I like this guy, let’s check out the rest of his catalog.’ We’re mindful of that.”
Aaron Sinclair
From left: Larry Blackford, Knox and Wes Mayers at The Foundry in Philadelphia on Feb. 3, 2024.
Hunter Wurzelbacher
Knox will go back on the road for a headlining tour across the West Coast beginning in April, hopeful that other songs from his discography will get similar love. “I’m most confident in my live shows,” he says. “Whenever I make a song, I ask, ‘Would this sound sick live?’”
Already this year he has released two new singles, first with the unifying “Here’s to Us” in January, followed by the atmospheric, swoon-worthy track “Me, Myself & Your Eyes” in February. And despite his higher profile, he’s trusting the same approach that has brought him to this point while attempting to follow up his breakout hit.
“There is pressure, of course. At the same time, if I put out music that I love, if it gets a million streams, great; and if it doesn’t, that’s OK,” he says. “I have the coolest job in the world. No matter what happens, I’m going to be fine.”
A version of this story originally appeared in the March 9, 2024, issue of Billboard.
It’s the tattoos that really make Christian Nodal stick out like a sore thumb. With his inked-up body — and face — he looks more like a rapper or rock star than the exploding regional Mexican artist he is.
“I didn’t want to be anyone’s shadow,” Nodal declares. “I felt that the genre was stigmatized under all these stereotypes, and I wanted to break all of that because I was unsatisfied to see that our genre wasn’t going far enough.”
Since launching his career in 2017, Nodal, now 25, has made a name for himself (sometimes with sharp elbows) as a maverick in a genre long bound by tradition. From the time he started at age 18, he has revolutionized regional Mexican music by pioneering mariacheño, a subgenre fusing mariachi’s strings and horns with the norteño accordion.
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“I didn’t want to disrespect anyone, much less the mentality of some of these [regional Mexican] legends who think the genre should sound and look a very specific way,” he explains. “But that wasn’t me. I didn’t feel part of it. I wanted to make it my own.”
Christian Nodal plays Billboard Presents THE STAGE at SXSW on March 15. Get your tickets here.
When we meet in mid-December at Lienzo Zermeño — where charreadas, or Mexican rodeos, take place in the middle of Jalisco’s bustling city of Guadalajara — Nodal beams with pride as he recounts the arc he has followed to become one of Latin music’s biggest stars in a few short years. He may look like a malote (bad guy) — he jokes about the role he would probably get cast for in a movie because of his tattoos — but he’s far from it, offering friendly hellos to the ranch’s workers and flashing a shy smile to the bystanders who recognize him but are too timid to introduce themselves.
Nodal’s entry into the regional Mexican world was a bit less genteel. When he started his career, the music’s leaders were purists who leaned heavily on the traditional sound that had worked for them — and for the genre that has been around for more than a century. That left little room for experimentation, and some in the industry initially balked at Nodal’s unorthodox approach. “I think the first year they saw me as the new kid, but by my second year, I don’t think they liked that I was still around. I saw a face of the regional Mexican that was quite raw, real and ugly,” Nodal says. “I was disappointed and thought, ‘OK, we probably won’t be creating a bond, much less collaborating. Fine. I’m going this way and [making] regional music bigger.’ ”
To that end, Nodal has collaborated with artists well beyond regional Mexican, including Romeo Santos, Kany García, David Bisbal, Sebastián Yatra and Maná — but without sacrificing his mariacheño style. (His few collaborations with regional acts include Alejandro Fernández, Banda MS and Ángela Aguilar.) He has also sought out new songwriting voices, including the Grammy Award-nominated Edgar Barrera, who co-wrote some of Nodal’s biggest hits.
That willingness to challenge genre norms propelled the mariacheño singer — whose urban cowboy aesthetic incorporates leather vests, diamond necklaces, statement earrings and heavy rings on his fingers — to a remarkable year both professionally and personally in 2023. In December, he wrapped his Foraji2 Tour, a 31-date arena run produced by Cárdenas Marketing Network that kicked off in August and followed his 22-date 2022 Forajido tour. He won his sixth Latin Grammy Award (best ranchero/mariachi album) for Forajido EP2, and he scored his 15th No. 1 on the Regional Mexican Airplay chart — a record for a solo artist since the list launched in 1994 — with that set’s “Un Cumbión Dolido.” And he became a father when he and his partner, Argentine rapper-singer Cazzu, welcomed a baby girl in September.
“I remember those times when I would come down from the stage and feel alone,” says Nodal, who now lives in Argentina with Cazzu and their daughter. “Now I come down to a stroller with my baby in it, and it all seems perfect. She has already been on tour with us, and I thought it would be hard, but she’s a rock star,” he says, getting choked up. “When she was born, I was feeling exhausted. I don’t know how I managed to change diapers, but she gives me energy, motivation and strength.”
Dolce & Gabbana shirt, Chrome Hearts vest, belt and jewelry, and Braggao and John Varvatos jewelry.
Lisette Poole
A lot has changed — not just in his personal life, but in the broader Latin music landscape — since Nodal released his first single, the achingly beautiful “Adiós Amor,” in 2017. Powered by wailing trumpets, a stirring accordion and Nodal’s strikingly mature and evocative baritone, the song quickly established him as one of the great vocalists in the genre. It earned him his first Regional Mexican Airplay No. 1 and spent seven weeks atop the chart. “When working with Christian, these two things are always present: He’s like an artist from another planet when making music, and [he sings] it in a spectacular way,” says Afo Verde, chairman/CEO of Sony Music Latin-Iberia, which signed Nodal in early 2022.
Now, thanks to the doors Nodal has opened in just a few short years and the sound he pioneered, regional Mexican is dominating the Latin charts, and a new crop of artists — who sing corridos tumbados, tumbados románticos, sad sierreño, or whatever the latest iteration of the genre is, and are keen to collaborate — has taken the lead, helping globalize the music that, while a backbone of Latin, was long considered meant for a niche audience. But none of those performers have dominated quite like Nodal — and he has done it on his own terms.
“Everything can coexist,” he says. “I enjoy fusing sounds, but I don’t run toward something just because it’s working [for others]. I’m very careful not to deviate from my purpose. I still need to feel proud of what I do.”
Born in Sonora, a northern Mexican state that borders Arizona, and later raised in Guadalajara and Ensenada, Baja California, Nodal grew up in a musical household, listening to pop, rock, rap, bachata and more. But he also developed a great respect for regional Mexican — it “practically fed us,” he says — from an early age. He loved to watch his grandfather play the trumpet: “I think before I wanted to be a singer, my goal was to be a trumpeter like Arturo Sandoval.” His father and manager, Jaime González, who has also played the instrument since childhood, is an industry veteran who managed late sierreño singer Ariel Camacho, a major inspiration to Nodal. Today, González’s record label/management company JG Music includes Nodal, Los Plebes del Rancho de Ariel Camacho and Los Elementos de Culiacán. González met Nodal’s mother, Cristy Nodal, while they were in the same musical group, in which she sang lead.
“We’ve been musicians all our lives,” González says. “From a very young age we instilled music in all our children, but more as a hobby or tool to help them with their emotions. Not so much as a business, because we have been doing this for a long time and it is not easy.” But Nodal wanted to sing, so his mother, a longtime mariachi singer, taught him. “They were committed,” González remembers. “At first, I didn’t want to get on board because I didn’t have the time and I didn’t want this complicated career for him because he’s very sensitive. But when I would come back from tours with Ariel, Christian and his mom had several songs already written, and I said, ‘OK, fine. I’ll produce an album for you.’ ”
AMIRI shirt, Alessandro Vasini jeans, Chrome Hearts, and Braggao and John Varvatos jewelry.
Lisette Poole
That first unofficial album included a cover of “Adiós Amor,” a song previously recorded by Los Dareyes de la Sierra. His mother wanted him to record it in mariachi style, but “I really thought of mariachi as music for older men,” Nodal says. He honored her wish, but at Nodal’s request, his father added the norteño accordion — to represent his “esencia sonorense” (Sonora essence) — along with banda-style trumpets and subtle violins.
“People responded really well to it on social media,” González remembers. “It’s as if the world had been waiting for Nodal.”
When “Adiós Amor” went viral, Nodal’s team comprised Cristy, then his de facto manager, and González, who was his producer. “I remember I would see cars pass by [in Ensenada] blasting the cover I had uploaded to Facebook,” he says, laughing. But then he noticed a problem: No one knew he was the one singing the song. “I think people expected it to be an older man, and it was funny when I would be at clubs in Guadalajara and they’d play my song and I would be like, ‘Hey, that’s me,’ ” he says. “They could identify the song but not the face, and I wanted that to change. It was something that kept me up at night.”
Nodal needed support — and it came by way of Universal Music Latino/Fonovisa, which signed him in 2017 after “Adiós Amor” caught the labels’ attention. By that August, he had released his official debut album, Me Dejé Llevar, which peaked at No. 2 on Billboard’s Top Latin Albums list, his highest ranking on that chart. But after releasing two more studio albums between 2019 and 2021 under Universal, a feud with the label turned public when Nodal took to Instagram Live to reveal he would not be renewing his contract; shortly after, in early 2022, Nodal signed with Sony Music Latin in a partnership with Sony Music Mexico. “When you’re young and you don’t know about these things, you do what you have to do to achieve your dreams,” says Nodal, who won’t share much more about the conflict. “If nothing goes wrong in your life, then you don’t learn.”
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When Nodal met for the first time with Verde and his Sony colleagues Alex Gallardo (president of Sony Music U.S. Latin) and Roberto López (president of Sony Music Mexico), he made his expectations clear. “I told them that I want to have the freedom to work with any artist from any label, that I want freedom to decide when I’m going to release my albums and that I want to own my albums after a certain amount of time,” he recalls. “Afo, Alex and Roberto are people that I love very much, and they have shown me the good side of the industry. They are putting their life, their faith, their effort into the growth of an artist.”
“What helped us to build trust with Christian and a great team was that from the beginning we had great chemistry,” Gallardo says. “We knew how to listen to his needs and concerns, and we worked to provide him with as much support as possible and put at his disposal a team that would work for him and help him achieve his goals.”
For Sony, Nodal was a valuable roster addition — an “ambassador of Mexican music to the world … responsible for spreading the love for Mexican music to new generations in many countries,” as López puts it. He was also already an established star. His 2022 Forajido tour grossed $14.5 million and sold 147,000 tickets from 22 shows, according to Billboard Boxscore, and in 2023, he grossed $21.6 million and sold 259,000 tickets. Under Sony’s supervision, his star has only continued to rise. Nodal’s albums have earned a combined 2.2 million equivalent album units, according to Luminate, and he has 3.2 billion on-demand official streams in the United States. He has also placed 20 entries on Hot Latin Songs; five of them hit the top 10, including the No. 3 debut and peak of “Botella Tras Botella,” with Mexican rapper Gera MX in 2021. The pair’s norteño-tinged, hip-hop-infused track became the first regional Mexican song to enter the Billboard Hot 100 in the chart’s then 63-year history. (Today, more than 30 songs have reached the chart.)
“Christian was more ready for this moment than I was,” Gera MX says. “When we saw the song was blowing up, we called each other constantly. I asked him if this was normal, and he told me, ‘Guey, esto es único. [Dude, this is unique.]’ It had never happened before, much less with a mix of urban and regional. It was like riding the highest roller coaster of my life with one of my best friends.” They recorded the song at one of their carne asadas (cookouts) during the pandemic, when both were living in the same residential community in Guadalajara; Nodal would bike over to Gera MX’s house. “When we first met, I was surprised at how much he knew about rap,” Gera MX says. “He is an artist in constant evolution.”
Lisette Poole
González had been more skeptical of the collaboration. “He was like, ‘No, how are you going to do that? People are going to get angry,’ ” Nodal recalls. “And I told him, ‘Listen to me: This is what we’re going to start seeing in the genre.’ ”
Nodal followed his hunch — after all, it wasn’t the first time he and his father had disagreed. “If I’ve been doing this for six or seven years, it probably took us five to create a healthy relationship between us,” Nodal says. “I would go one way, and he would go another way. I didn’t want to do what he wanted me to do. I wanted to be me. It took many years to fully understand and respect each other, and it had nothing to do with our father-son relationship. Now we are completely aligned when it comes to the business of my career.”
In October, Nodal asked friends back in Guadalajara to get him three string instruments: a tololoche, a docerola and a requinto. “It got in my head that I wanted to do a corrido tumbado,” Nodal says in early February. “I fell in love with the genre. The good thing is that my neighbors in Guadalajara didn’t complain, because the tololoche is a very noisy instrument and my apartment is not very big.” After hearing the demo, Nodal thought Peso Pluma would be a great addition. So, over FaceTime, he asked the corridos singer to meet up — which they did at one of Peso’s Anaheim, Calif., concerts in December, where they agreed to collaborate. “Hassan [Peso’s real name] has a respect for me and my career, and we had great conversations.” Nodal says. “The chemistry was there.”
The resulting team-up, “La Intención,” is both a sign of the times — younger regional Mexican artists now understand that working together only strengthens the genre — and of what has given Nodal’s own career longevity. His adaptability has not only allowed him to move among styles (like pop, cumbia and urban) with ease, but also to transcend generations and remain a constant in an ever-expanding genre that in the years since his career began has become a global movement. “When I started this career I felt a big responsibility, and I still feel it today,” he says. “Not everyone agreed with everything I did early on, but now I feel that my career is projected onto the musical criteria of young artists who dare to do things differently without being afraid.”
At 25 years old, he may be the relative elder statesman of the new (and very young) generation of regional Mexican artists, but Nodal is just as fired up as when he started. “A lot of the dreams I had, I already accomplished, but I’m enjoying whatever comes. I don’t worry about the person I have to be in the genre; the most beautiful thing is to flow with what is happening because the genre will always be there. I’ll just keep releasing music from my heart [and] enjoy the process and what my fans have given me.”
Lisette Poole
Nodal is on a monthslong break through May, which, for him, feels like uncharted territory: He hasn’t taken any real time off since his career started seven years ago. “COVID didn’t count as a vacation, right?” he jokes. “I don’t know myself in vacation mode,” he adds with a nervous chuckle, as if coming to the realization as he says it out loud.
Today, “vacation mode” Nodal sounds blissful yet invigorated. Later this year, he says he’ll release Pa’l Cora, the album of his dreams, which will include a recording session in France with his mariacheño band in tow. The making of it, along with planning and embarking on a tour with stops in countries like the United Kingdom and Switzerland — a major milestone for an artist in a genre that typically doesn’t book European shows outside of Spain — will be captured in a behind-the-scenes documentary.
These shows, and this album, were for a long time simply dreams for Nodal. “I was constantly pressured to keep moving,” he says. Now, from his home base in Argentina, he’s able to lead a more balanced life, one in which peace and moments of inspiration aren’t mutually exclusive. “I don’t think my life has changed because of where I live but because of how I am living my life,” he reflects, sounding wise beyond his 25 years. “I think this time away from being up and down, connecting with what I love has made me realize how lucky I am. I am at my best stage in every way, in all aspects. There is a light in my life that no one can take away.”
This story originally appeared in the March 9, 2024, issue of Billboard.
Good! Lovin’! Feel so! Numb!”
It had been seven years since PartyNextDoor had performed in The 6. But one Thursday night last May, approximately 2,500 fans at History — the Toronto venue Drake, Party’s OVO label boss, opened in partnership with Live Nation in 2021 — welcomed him home to the city, feverishly chanting the lyrics to his beloved hits like “Wus Good/Curious.”
SiriusXM Canada had tapped the singer, songwriter and producer to headline the free, sold-out PartyNextDoor & Friends concert to celebrate its new 24/7 hip-hop and R&B channel, Mixtape: North, which highlights homegrown Canadian talent. And what better way to fete the country’s brightest stars than by transforming History into a full-fledged OVO Fest? Nearly all of the influential label’s roster took the stage, and even Drake himself made a surprise appearance to perform his and Party’s mid-2010s collaborations “Recognize” and “Come and See Me.”
“I don’t mean to put you on the spot or anything. I know you hate this the most,” Drake said, chuckling, his arm wrapped around his introverted labelmate. “I’m so grateful for you. I would not be the artist I am if it wasn’t for you.” Then, turning to the audience: “This is really my favorite artist in the world.”
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Over the last decade, Party, 30, established himself as an alternative R&B auteur who seduced listeners — and shaped his genre — with hazy, hypnotic Auto-Tuned vocal melodies, nocturnal trap production and carnal yet cognitive lyricism about what pleasures (and problems) the wee hours sometimes bring. And while that often added up to a late-night, hedonistic vibe, his authentic, limber patois and dancehall-infused rhythms also gave his music an irresistible Caribbean flavor.
Meanwhile, he established himself as one of pop music’s most sought-out hit-makers, working in various roles behind the scenes with artists including Kanye West, Beyoncé, Jay-Z, Post Malone and Rihanna, the lattermost of whom he has made two Billboard Hot 100 top 10 hits with: the nine-week No. 1 “Work,” featuring Drake (which he co-wrote and sang backup on), and DJ Khaled’s seven-week No. 2 “Wild Thoughts” (which he co-wrote and produced), featuring Bryson Tiller. Some fans and critics have argued that his leaked reference tracks for those songs — where Party himself sings them — sound better than their final star-powered versions.
“He has written some of the biggest songs of our time,” says his longtime manager and Range Media managing partner, Tyler Henry. “He has contributed to [work by] some of the greatest artists. He’s an artist himself. He’s truly one of one.” Henry first met Party in 2013 when he was the assistant road and tour manager for Drake, who had picked his latest OVO signee to support his Would You Like a Tour? trek. Henry started managing him the following year, and Party remains a key part of the manager’s roster, along with WondaGurl, HARV, Loshendrix and more.
Gucci shirt and Jacque Marie Mage eyewear.
Erica Hernández
Yet even with his impressive résumé, Party hasn’t achieved the level of stardom many R&B fans expected him to when he helped record some of the defining pop hits of the 2010s, excelling behind the scenes but failing to fully step out from Drake’s shadow. When asked about the pressure of being signed by such a colossal artist and ensuring his body of work can stand on its own, Party trails off. Despite previously expressing superstar ambitions, it seems like he has had to recalibrate his career goals.
“I’m just keeping the main ting the main ting,” Party says. “The only thing that’s important, that has changed my life, is dropping music. I’m not worried about the fame.” Speaking today in Los Angeles, wearing a simple, textured black hoodie, matching sweats and white Nike Air Force 1s, he certainly doesn’t seem like an attention-seeker. But he does sport one flashy accessory: a silver pendant chain with a cartoon rendering of a girl sticking her tongue out — a gift from Drake celebrating their “Members Only” collaboration from his latest Billboard 200-topping album, For All the Dogs. “Drake has the same one,” Party says proudly.
The rap titan’s co-sign increased awareness (and with that, scrutiny) of Party. But his frequent absences from the public eye — he has only put out three solo albums, in 2014, 2016 and 2020 — have also made it hard for fans to stay engaged with his releases or know what he’s up to. If he’s put in front of a laptop, Party says, “I’ll make a full album.” If it’s that easy, then why does he disappear for years in between each one? “I get into relationships and then music becomes second,” he admits matter-of-factly. “I think I’m going to take a break from relationships, a long break, and just get back to making music.” Of course, those same relationships often ensure Party has plenty of songwriting material to work with when he makes his way back to the studio.
“After you and a girl break up, does she know she’ll eventually become the subject of a PartyNextDoor song?” I ask.
“I think everyone knows that,” he responds smugly.
Erica Hernández
Relationships, frivolous or serious, are the common thread throughout Party’s music. He says he approaches his songs from a “me and her” perspective, creating the intimacy that’s also required for the prime PartyNextDoor listening experience. His solitary music resonated especially during the pandemic, and in October 2020, Party and his team appealed to lonely fans finding comfort in catalog music by dropping PartyPack, a set of seven fan-favorite deep cuts that hadn’t previously been available on digital service providers. Sometimes fans have unearthed his old songs themselves: Thanks to a dance challenge, the sped-up version of “Her Way” from his 2014 debut album, PartyNextDoor Two, blew up on TikTok in 2023, becoming the year’s most popular TikTok song in Canada and third-most popular in the United States.
And while he has continued to find new fans with the success of his older music — Party’s song catalog increased from 645.8 million on-demand U.S. streams (including user-generated content) in 2022 to 1.1 billion streams in 2023, according to Luminate — most successful artists can’t sit back, relax and rely on their fans to run up their catalog. Outside of the PartyNextDoor & Friends Toronto show, Party has only performed at a handful of festivals (like Las Vegas’ Lovers & Friends) and college shows since the pandemic’s live-music pause ended. But, as Henry explains it, those were just the prelude to Party’s next act. “We like to do a few each year to make sure we’re fresh and in front of people’s minds,” he says. “It keeps us sharp for when a moment like this album comes.”
That album is his upcoming fourth full-length, PartyNextDoor 4 — P4 for short. And while there’s no release date set, Party promises it’s his most focused project yet. “This is the hardest I’ve ever worked on an album. This is the proudest I’ve felt,” he says. “I’m excited to grind even more for the next [one]. I’m in love with how hard you should work for it.”
Growing up in the “moody” Toronto suburb of Mississauga, the artist born Jahron Anthony Brathwaite imagined himself as Ahmal, the student who sings “Oh Happy Day” in 1993’s Sister Act 2: Back in the Habit. Following in the footsteps of his Jamaican mother, Party joined his church’s choir and eventually moved up to a more advanced singing group within the church. “I had a solo coming up, and I was so nervous. I was going to get my sh-t off just like that Sister Act movie. I was going to get my moment. But they just cut it,” he says with a shrug.
Instead of dwelling on the defeat, he dove deeper into his newfound passion. He soon became fascinated with boy bands like Backstreet Boys and *NSYNC. But “once I understood who I am in the world as a Black man, I started really getting into Black music,” he says, citing Jodeci and 112 as inspirations. “I think Slim from 112 is part of the reason why I pitched up my music, because he sounded so young when he was getting older.”
Party questioned if being a “dread-headed” Jamaican guy from the Toronto suburbs meant he could be a “real” R&B singer. “Real R&B is pretty. It’s six-pack, it’s shaven head, low fade,” he says. But at 16 he tried his luck, dropping out of school and moving to Los Angeles, after posting his first songs to MySpace under the name “Jahron B.” They included cheeky, upbeat tracks like “Monica Follow Me Back” — which he made to persuade a girl named Monica to follow him back on Twitter (he succeeded) — as well as somber, piano-driven ballads like “Daughters,” describing how a drug-fueled hookup led to an accidental pregnancy.
Around that time, veteran A&R executive Shalik Berry showed “Daughters” to Warner Chappell Music’s Ryan Press, then-senior director of A&R (and now president of North America), who was immediately blown away by the intense storytelling. “After I heard that one song, I was like, ‘I have to sign this kid,’ ” says Press, who did so in 2012.
Louis Vuitton hat and shirt and Jason of Beverly Hills ring.
Erica Hernández
In 2016, Press helped Party establish his own joint venture with Warner Chappell called JA Publishing Group, which still operates and currently houses G. Ry, Prep Bijan, Phwesh and Alex Lustig (the lattermost also has a partnership with OVO president Mr. Morgan’s publishing company, M3 Ent). “ ‘Hey, man, if you’re stepping into this side of the business, you’re dealing with people’s livelihoods,’ ” Press recalls telling the young musician. “ ‘We got to handle business properly. You got to have the same passion for them that I have for you.’ ” Party took the advice to heart. “He wanted to create an ecosystem that other great talent could thrive and be successful under,” Henry adds, noting that Party even made sure one of his signees worked on a big record before assisting him in securing “a pretty large six-figure” publishing deal. But as much as Party loved helping other creatives get their shine, he was still waiting for his turn.
Getting his singing career off the ground had been a struggle. As a preteen, he tried out for the Canadian music competition series The Next Star but was cut. He remembers gushing during one of the taped interviews for the show about how he wanted “to sing like Aubrey Graham.” The person recording him “was an actor on Degrassi. And he laughed at me. He’s like, ‘Drake, the one who makes music in my dressing room?’ I was like, ‘Yeah, I think he’s the best ever.’ ”
Years later, Party would take his stage name from the FL Studio software audio filter titled “partynextdoor” — which reminded him of OVO co-founder Noah “40” Shebib’s dark, brooding production. When he first heard the effect, Party recalls, “I was just like, ‘This is me. I’m going to make all my music sound like this.’ ”
Once Party started taking meetings with labels, fellow Jamaican Canadian producer and frequent Drake collaborator Boi-1da caught wind of it and ran the artist’s name up the OVO flagpole. When Drake and 40 eventually invited Party to the studio, “we just meshed,” he says. Party became the first recording artist signed to OVO in 2013, and the label opted for a low-key yet fitting announcement: His track “Make a Mil” was posted on the OVO blog, the digital hotbed for new talent that ultimately transformed into the boutique label it is today.
Erica Hernández
Throughout OVO’s history, some have questioned the way the label supports its artists not named Drake; Drake and the OVO team declined to even be interviewed for this story. In 2016, a Noisey headline asked, “Is OVO Sound A Hip-Hop Label Or Drake’s Personal Hit Factory?” And upon joining OVO, Party did support his label boss immediately: He provided background vocals for “Own It” and “Come Thru” on Drake’s 2013 album, Nothing Was the Same, and produced and co-wrote “Legend,” “Preach” and “Wednesday Night Interlude” on 2015’s If You’re Reading This It’s Too Late, featuring on the latter two songs. Two months before Nothing Was the Same, Party dropped his self-titled debut EP, which earned rave reviews and yielded the Miguel-sampling classic “Break From Toronto.” The following year, PartyNextDoor Two cracked the top 20 of the Billboard 200. However, in the subsequent years, Party’s output grew less frequent and his allure dwindled.
In a 2015 PartyNextDoor Fader cover story — built around the musician’s first-ever interview — OVO co-founder and Drake manager Oliver El-Khatib said that part of OVO’s ethos was restricting access to its artists and letting the music speak for itself. But while that air of mystery maintains OVO’s cool reputation, banking on Drake’s star power to draw in new fans can keep the rest of his labelmates in his orbit at the expense of their own career growth.
While Party’s artist career hung in the balance, his songwriting vocation took off. Press says he was always in Party’s ear about possibly working with Rihanna because of their shared Caribbean heritage. When the star — who at the time was also signed to Warner Chappell — hosted a writing camp for what would become her 2016 album, ANTI, at her Malibu, Calif., home in 2015, Press called up Party to come through. Despite being in a house full of other competing songwriters and producers, Party insisted that he spend time alone with her so he could make songs that fit her vibe.
“I remember her telling us she was drinking vodka and water at that time. I had never seen Party drink vodka until that night. I think he even smoked a cigarette because she had smoked,” Henry says of the night the two made “Work.” The song became ANTI’s biggest hit, with 1.6 billion official on-demand U.S. streams. “Seeing the way he spoke to her and the questions he asked and the way he fully submersed himself into her identity was what made the song special. And he does it with all the artists he works with. He doesn’t write these generic songs that we try to find a home for. He writes them very purposefully for that artist.”
While “Work” reigned atop the Hot 100 in March 2016, Party finally got his own breakthrough as an artist with the Drake-assisted “Come and See Me.” The song earned Party his debut Hot 100 entry as a lead artist, peaking at No. 55, and yielded his first Grammy Award nod, for best R&B song. (He was also up for album of the year for contributing to Drake’s Views.) “Come and See Me” has become the biggest streaming song from his catalog, with 854.2 million official on-demand U.S. streams.
Finally, it seemed Party the artist was stepping firmly out of Drake’s shadow — even though the rapper was featured on the track, it was unquestionably a spotlight for his signee. “Come and See Me” earned Party the recognition he craved. But solo fame turned out to be less gratifying than he’d thought it would be.
In 2017, the year before Kanye West released his eighth studio album, Ye, he invited Party to his Yeezy Studio in Calabasas, Calif., and gave him the freedom and space to create whatever he pleased — offering no indication as to what he might eventually do with it.
So Party was surprised when, as he listened to Ye along with millions of others upon its June 2018 release, he heard one of his Calabasas freestyles. The song, “Ghost Town,” had additional vocals from Kid Cudi and 070 Shake, but only credited Party as a featured artist. “I didn’t know what he was going to do with it. It’s different when I have no creative control. It is raw. ‘Someday,’ ” he sings in a similar fashion to his recorded vocals. He initially felt caught off guard, but became appreciative of West’s trust in his talent. “It wasn’t about working with PartyNextDoor. It was just about liking what I did creatively,” he says. “Ghost Town” reached No. 16 on the Hot 100 — Party’s highest-charting hit on the all-genre list.
The way West used Party’s sketch to make “Ghost Town” startled him because, when it comes to his own music, Party pays attention to every painstaking detail. “He’s the most meticulous and thorough person I’ve ever met,” Henry says. “He’ll spend six months mixing a song or fly to Toronto four times just to work with 40 to get it right.”
Erica Hernández
Party, however, admits he didn’t have that laser focus when making his last two studio albums, PartyNextDoor 3 and PartyMobile. “I was still handling that sh-t like demos,” he says, adding that he wasn’t “using everything I learned as a producer, as a writer, as an engineer.” Even though rough freestyles like 2014’s “Persian Rugs” — one of the loosies later included on PartyPack — proved he didn’t need polished records to develop a robust fan base, he vows to never “cheat” on the quality of his art again.
On P4’s forthcoming single, “Real Woman,” Party resharpens those creative tools, layering his vocals with bright, twinkling synths, trap hi-hats and a backing choir. But considering his last single, “Resentment,” debuted in the top 10 of Hot R&B Songs last July and fell off the chart after three weeks, it’s unclear how much momentum “Real Woman” will build for this album cycle.
Fortunately, he has plenty of performances in the coming months where he can perform the new material, including Rolling Loud California and, at the end of March, Souled Out, Australia’s first modern R&B and soul festival, which will be held across five cities. “I have so much anxiety before a show, but I always tell my manager, ‘This is what I want to do for the rest of my life.’ I always forget that until I step on the stage,” he says.
Reconnecting with his fans live — and making sure the music he performs is of the highest possible quality — is, in the end, what fuels him, even if playing the part of a traditional megastar isn’t a natural fit.
“I know Drake and people always tell me, ‘Bro, you have to come out more!’ I’m an introvert, I’m shy,” he says. He’s not active on social media either because he doesn’t “have the narcissism” to believe people are personally invested in what he’s posting. And anyway, he doesn’t want to distract from what’s important: “I’m focused on making classic music.”
This story originally appeared in the March 9, 2024, issue of Billboard.
Saddle up: There’s a big anniversary in Asbury Park, N.J.
The Stone Pony, birthplace of Southside Johnny & The Asbury Jukes, is celebrating 50 years. In February 1974, New York native Jack Roig opened the Ocean Avenue club, situated across from the Asbury Park boardwalk, and local superstar Bruce Springsteen soon brought it to national fame.
The Jukes started playing regularly at the Pony in 1974 as one of the venue’s first house bands — and early incarnations included future E Street Band member Little Steven Van Zandt. Springsteen began to hang around soon after.
The 1976 record release party for the Jukes’ debut, I Don’t Want To Go Home, helped put the club on the map. Springsteen, members of the E Street Band and legendary singers Ronnie Spector and Lee Dorsey made guest appearances at the concert, which was simulcast across the region including on major Philadelphia rock station WMMR-FM. The sound of Asbury Park — a merging of rock’n’roll and horn-fueled R&B and soul — was a hit.
The venue has had several owners since its ’70s heyday with Roig and his partner, Robert “Butch” Pielka, who sold the venue in 1991 before it became a short-lived dance club called Vinyl from 1998 to 1999. A year later, Domenic Santana reopened the club with a ballyhooed press conference that included an appearance by then-New Jersey Gov. Christine Todd Whitman, only to move on by 2003 and leave real estate company Asbury Partners in charge. With the future of the Stone Pony in doubt, it hired Asbury Park local Caroline O’Toole, who left a nearby club to manage the venue. O’Toole stayed on when developer Madison Marquette took ownership in 2008. The company brought Live Nation on board that year.
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For more than 30 years, the city and oceanfront had been in a downward spiral that included riots in 1970, a desolate downtown and empty beaches on hot summer days. Springsteen spoke of Asbury Park’s “boarded-up windows, the empty streets” in “My City of Ruins.” These days, the city and its famed music venue are choice destinations.
“Shows were sold out at the Stone Pony,” President Barack Obama said on the city’s boardwalk, steps away from the venue, in 2013 after Superstorm Sandy. “I think a friend of mine from here once put it pretty well: ‘Down the shore, everything’s all right.’ ”
The modest- looking venue (shown here in 2005) has helped drive the revitalization of Asbury Park.
John Cavanaugh
The Stone Pony’s 850-capacity indoor stage and 4,500-capacity outdoor Summer Stage have hosted stars from Elvis Costello to Blondie, Green Day to Demi Lovato, as well as local favorites like Springsteen over its 50-year history. The modest building, painted white stucco on the outside with a simple rectangular floor plan, will continue its storied legacy with anniversary shows throughout the year. The Jukes played there Feb. 16 and Feb. 17 (although Southside Johnny left the second show early and was briefly hospitalized for dehydration, according to a band spokesman).
On the boardwalk overlooking the venue, O’Toole — whom Roig has called the Stone Pony’s “best manager” — discusses the venue today, its role in Asbury Park and the magic of a rock’n’roll night on the Jersey Shore.
Founding owner Jack Roig is still a familiar sight at the Stone Pony.
One of the things that makes the venue so special is that we’ve never tried to erase the past. We embrace the past. And Jack, it doesn’t get any earlier than him and Butch [Pielka], and his spirit is always there.
When you’re in the club off-hours, what do the walls talk to you about?
Probably most of the things I can’t tell you. (Laughs.) But I think it speaks volumes about customers’ experiences and band experiences and history that was being made when we didn’t even know it was being made. A lot of E Street members meeting their wives there; Bruce [Springsteen], especially, meeting Patti [Scialfa] there. All of these things were happening in addition to the music being played. It’s amazing to hear those stories and know that the Stone Pony was part of that.
Why do you think people make such a strong connection with the Stone Pony?
People come there for the music and the vibe. It’s like perfect conditions for meeting somebody, and you’re meeting somebody with the same interest, same ideology that you have. That music is a source for the good things in your life.
The Stone Pony Summer Stage, adjacent to the club, has hosted scores of national acts such as Asking Alexandria in 2019.
Chris Spiegel/Blue Revision
What were the venue and the city like when you first started working here?
It was 2003, and the boardwalk was still very much a desolate area. The redevelopment company at the time, Asbury Partners, was here, but everything was still in the very early stages. What I noticed the most [as someone] coming from the Belmar community [where O’Toole lived at the time] was that Memorial Day weekend in Belmar was a big deal. I remember being here in the summer thinking, “This is nothing like Belmar,” and it’s only three towns away. I couldn’t get over that. I just couldn’t believe what Asbury was like [in the midst of its decadeslong economic decline] in the summer. It took every bit of effort on my part, on a couple of other people’s parts, to keep [the Stone Pony] there because there were so many times in that five years [it] could have gone out of business.
What shows does Live Nation book at the Stone Pony? How does that work?
They book 99% of the outside shows [on the Summer Stage, adjacent to the club]. Once in a while, I’ll throw in one, or there will be a special rental or something like that. They book a lot of our inside shows, mostly all the national acts, and it’s probably well over 100 a year inside alone. Outside, we average 35 shows.
What happened in 2008 when the current owner, developer Madison Marquette, came in?
2008 was the turning point. Gary Mottola, who’s with Madison [as president of property investments], just when the real estate market tanked, he said to the company, “Let’s go, let’s do this.” They threw $90 million at the boardwalk [after the crash], and that’s what turned Asbury Park around.
Southside Johnny & The Asbury Jukes’ 1976 live broadcast really put the Stone Pony on the map.
No doubt about that, and it’s why he gets a lot of credit for the Pony being here. Not only is he a part of the history, but he has created moments for other people to create history. He’s a special guy; they’re a special band.
One thing that people get wrong is Springsteen did not get his start here — though he obviously helped put the Stone Pony on the map, too.
I always say Southside and Bruce made the Pony famous, not the other way around.
Springsteen’s a familiar face, too. He’ll play private benefits from time to time, he danced with Scialfa at a Quincy Mumford sound check in 2019, and he came to the memorial for longtime club fan Kerry Layton, whom many called “the Ambassador of the Stone Pony.”
Every time he’s there, it’s special. Especially when it’s just a regular moment, like him wanting to show Patti the new back bar, and that’s when the dance happened because Quincy Mumford was onstage sound-checking. Something that simple, like him wanting to show his wife how nice it looks in there, that was really cool.
A benefit show in 2003 for the Light of Day Foundation (which raises money to research cures for Parkinson’s disease and related illnesses) that featured (from left) Joe Grushecky, Bob Benjamin, Michael J. Fox and Bruce Springsteen.
John Cavanaugh
What do musicians playing the Stone Pony for the first time say to you or want to know about the venue?
It’s funny. During sound check, I’ll [sometimes] hear them doing a Bruce song that they don’t normally do. There’s nothing else they need or want to know. They’re here because of the history, and they want to be part of it. Every act that comes in here and adds to the history just keeps the legacy going.
The area has experienced two really tough times in recent years: Superstorm Sandy in 2012 and the coronavirus pandemic. The club helped build a sense of community in the aftermath of those two events.
It’s being a beacon of hope, a beacon of light in our town and on our shore. People say, “Is the Pony OK? OK! The Pony’s OK, I’m OK, we’ll get through it OK.” It mattered to a lot of people that it was still here after both terrible events.
What’s the Stone Pony’s role with the big festivals that come through?
We’re glad to be included. Stacie George, vp of Live Nation New York, was determined from the beginning to really make [the annual New Jersey LGBTQ+ Pride Celebration in Asbury Park] something. Up until then, it was maybe a show here or there, but this year we will have three or four solid days of Pride shows, and that has never happened before. Again, it’s history in the making, and I’m very proud that’s what’s happening. I’m glad the community has embraced the acts that have come here. [For] Sea.Hear.Now, we’ve had some legendary aftershows, and I’m glad that a festival like that is here. The people who run it [including Asbury Park-based music photographer Danny Clinch] are friends of ours, and they’re incredible people.
What’s the role of the Stone Pony in Asbury Park in 2024?
The future of the community has gotten so much brighter with new things coming through. The Pony is a symbol that we don’t have to let go of our past to embrace our future. The Pony is a symbol of both those things.
Chris Jordan is the music writer for the Asbury Park Press, which is part of the USA Today Network.
This story will appear in the March 9, 2024, issue of Billboard.
Samantha Poulter had her first child, a daughter named Genie, in October of 2022. In a way, the Australia-born, Berlin-based electronic music producer is about to again give birth. Due March 22 through Because Music, her debut album, Mother, is 11-tracks of cerebral, underground-leaning house music that contains elements of the many facets of femininity. The music is no doubt a product of Poulter’s transition into the album’s titular role.
“Since becoming a mother, I feel this overwhelming sense of womanhood and sisterhood,” she says. It makes sense then that her album is populated by female collaborators including Rochelle Jordan, whose velvet vocals are featured on the lush “Promises” and Miami-based singer MJ Nebreda, who brings an alluring heat to “Every lil.”
“If hearing the story about my transformation during motherhood inspires someone to look deep within themselves and think about how they want to grow and transform,” Poulter says of her vision for the project, “that will make this album successful to me.”
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Foundation
Samantha Poulter took piano lessons as a child but “didn’t like that formal type of training,” she says. Yet she dreamed of being a performer, taking inspiration from Michael Jackson and 1990s-era British pop star Peter Andre. She had a keen ear from a young age, too: “I’d be like, ‘I would do this differently,’ and have ideas about how music should sound without the training to communicate that or create it myself.” That changed when she started producing electronic music in her early 20s, weaving high school-era influences like Destiny’s Child and Aaliyah into her cerebral productions.
Discovery
Poulter and her husband, DJ-producer Tom McAlister, started producing electronic music together in 2016 when she “felt there was a lull” in what she was listening to. She asked him if they could “have a go at making something together that reflects what I want to hear,” and in 2019, she released her self-titled debut EP as Logic1000. It included “DJ Logic Please Forgive Me,” which Four Tet played in his 2019 Coachella set, instantly raising her profile. “That was a huge moment for me,” she recalls, “and it snowballed from there.” She was soon enlisted to officially remix Flume, Christine and the Queens, Major Lazer and Caribou, leading to her own Coachella set in 2022. Come March 22, Logic1000 will release her debut album, Mother, which was supported by a recent Boiler Room set filmed in Melbourne, Australia.
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Future
Now based in Berlin, Poulter gave birth to her daughter, Genie, in 2022. The experience of pregnancy and parenting deeply influenced the lush, intimate Mother. Poulter, who has always been candid about her mental health, found the early postpartum period challenging: “I was up and down and so hormonal, but also had this insane energy to achieve things and create this album,” she says. She ended up in a period of burnout, taking 10 months off touring, but feels prepared to dive back in. “Once I realized that this is actually my dream job, it gave me the drive, energy and courage to just do it,” she says, “but with that practical advice of it being on my own terms.”
A version of this story originally appeared in the March 9, 2024, issue of Billboard.
While a country smash from Beyoncé came as a surprise, for Grammy Award-winning producer Hit-Boy, the success of “Texas Hold ’Em” is a testament to the singularity of Beyoncé’s ear and vision. “She would be the only person that would think to bring Hit-Boy in on some country music,” he says. Although Beyoncé released the […]
When Katie Crutchfield, the 35-year-old singer-songwriter better known as Waxahatchee, released her country-tinged fifth album, Saint Cloud, in March 2020, its intimacy connected with listeners in early-pandemic lockdown and it topped Billboard’s Heatseekers Albums chart. “I didn’t expect for Saint Cloud to mean as much to people as it did,” she says. “That was obviously a beautiful thing; that’s still, to this day, the thing I’m the proudest of.”
But for her follow-up (and ANTI- debut), Tigers Blood, out March 22, Crutchfield kept a healthy distance from the acclaim of Saint Cloud. “Internalizing people’s praise is just as dangerous, if not more dangerous, than internalizing criticism,” she says from her Kansas City, Mo., home. “I really try and shut all of it out.”
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Tigers Blood carries on in Saint Cloud’s alt-country vein, and like that record, it was made in just two weeks at Texas studio Sonic Ranch with producer Brad Cook (Bon Iver, Snail Mail). But the album has a character all its own, thanks in part to Crutchfield’s new backing band: Cook’s multi-instrumentalist brother Phil, drummer Spencer Tweedy and ascendant rocker Jake “MJ” Lenderman, whose vocal harmonies and guitar leads course through the songs. “With Brad, my records are like a great slice of homemade bread with a fresh slice of tomato, a little olive oil, salt and pepper,” Crutchfield says. “The ingredients are so simple. Why overthink it?”
Allison Crutchfield, your sister and longtime musical collaborator, is an A&R executive at your new home, ANTI- Records. What was that signing experience like?
It’s a crazy situation, right? And it feels so correct. She has always been my most trusted confidant. When she started working A&R at Anti-, she really stepped into that role so naturally, and like has such a unique sort of flair, and like take on being an A&R person. When my [Merge] contract was up, I knew I wanted to make a change. I considered my options, but I’m not going to have that type of connection with anybody [else]. And I already just loved ANTI-, their roster and their ethos and approach.
What has Anti- been like as a label partner as you’ve been getting this album off the ground?
They’ve been so perfect. It’s crazy how well it suits me. The team is just so enthusiastic and hardworking and pure of heart. The president of Anti-, Andy Kaulkin, is such a visionary and such a unique person in the music business – like, a true head. He really cares about music and he just wants me to be an artist; he doesn’t want me to be anything I’m not. There’s a lot of mutual trust there.
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Saint Cloud was a creative risk for you in how strongly you embraced country sounds for it. How did you decide to continue in that stylistic direction with Tigers Blood rather than making another hard pivot?
With Saint Cloud, there was no pressure; we were doing something totally new and just going for it. With Tigers Blood, early on […] there was some pressure that Brad Cook and myself were feeling. There is such a weird allure to reinventing yourself – like, that is sort of looming when you’re thinking about what to do next, you’re like, “OK, what pivot am I going to take?” We ultimately landed on the confident choice [being] to double down on what we did before and change a couple of little, small elements and just trust that it’s going to feel new.
Brad Cook is a longtime collaborator who you worked with on Saint Cloud as well as 2018’s Great Thunder EP and your collaborative 2022 album as Plains with Jess Williamson. How has that relationship evolved?
He’s one of my very, very, very best friends now. Finding exactly the type of collaborator that he is has been a lifelong goal of mine, something that I’ve been subconsciously searching for. Since I’ve been working with Brad, I’ve learned a certain amount of self-awareness about exactly what it is I bring to the table. I bring the songs, I bring the voice, I bring a certain amount of vision, of aesthetically how I want this to be. Brad brings a lot of the other stuff — he is a person who knows how to execute a vision. There is this complementary dynamic to our whole thing. We’ve really built this shared world and this shared taste. It just keeps getting easier and better the longer that we make records together.
Jake “MJ” Lenderman has also had a successful few years as a solo artist and as part of the band Wednesday. What did he bring to these sessions?
Brad and I, when we talk about music, a lot of the time we use food metaphors. And he was like, “Jake is a really potent spice — you’re going to taste it.” I really liked that. It’s kind of fun to throw that spice in the mix — that mixes things up for us, too. He just has amazing taste and this great, exciting, youthful energy that we really fed off.
He came on the Plains tour [in 2022] and opened. I came up in this small DIY scene and I had always approached my music career as like, the main thing is artistic integrity and creative integrity – it’s all about the work and it’s about being close with my people and just like having fun with it. And then having this big year with Saint Cloud, this big year with Plains, not that I like got so far away from that, but I got pulled away from it a little bit. I didn’t even totally see that. So when I was on that [Plains] tour, before we made Tigers Blood, with him and his band and seeing how alive their set was every night and how they built this sweet community and they’re in such good spirits and having so much fun with it – and there’s all this buzz around him and his band, but they really don’t see it or care about it. That really realigned me with my own values. I just really appreciated it. My record wouldn’t have landed the same or been the same had I not had that experience.
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Tigers Blood is the second consecutive Waxahatchee album recorded at Texas’ Sonic Ranch. How did the studio impact your headspace while working on the album?
You feel like called home or something – that’s how I feel at Sonic Ranch. It has worked so well for me to be that removed from my own life. It’s just so beautiful and so expansive and the environment is really conducive to being focused on what you’re doing. It’s like summer camp or something, too, because it’s like a compound; Sublime was working on something right next to us. There is this sense of community but there’s also privacy. I wish I had more excuses to go there. I’m jealous of someone like Brad who gets to go there a lot.
Tell me about your reverence for country music and how that has increasingly bled into your own.
It’s foundational to my songwriting. I grew up on Tammy Wynette and Loretta Lynn and George Jones and all these great country duets and classic country music. And I grew up in the ’90s, when pop country was so huge. All of those things are imprinted on my songwriting DNA. For all the early years, I really rejected that — and so I have been on a journey to reconnect with that. The big artist that helped me bridge that gap is Lucinda [Williams], who is still, to this day, my very favorite songwriter. I’m on a journey with it. It works its way in, always.
How excited are you to tour this record? Is MJ going to join?
I’m really excited to go on tour. MJ is not going to be on the tour. He will pop up here and there. He’s going to have a very busy year himself. He’s gonna do his thing, but of course, he knows there’s an open invitation. And we have a couple of little things planned, so I’m really excited about that. My band this year is really exciting: Spencer’s gonna join me on the road, and the person that’s going to fill the Jake role is Clay Frankel from the band Twin Peaks.
What was the most fun moment of the Tigers Blood sessions?
It was like so magical. We just really bonded. We all lived in this little house on this other side of the property of Sonic Ranch. We were cooking meals for each other and watching basketball and jamming and staying up late and talking and just having the best time. I miss it a lot.
This story originally appeared in the March 9, 2024, issue of Billboard.
Bolstered by acts like Morgan Wallen, Zach Bryan and Luke Combs, country music in 2023 experienced its biggest growth spurt in more than 30 years — way back when Garth Brooks soared to superstardom. Already, this year seems on track to continue that explosion, as country stars and pop icons alike are capitalizing on the genre’s recent boom.
In February, Beyoncé became the first Black woman to top Billboard’s Hot Country Songs chart with her galloping hit, “Texas Hold ’Em,” from her upcoming Act II, expected to be a full-on country album, out March 29. Post Malone has teased a duet with Combs on social media and written with other genre stars including Wallen and HARDY for his upcoming country album. And Lana Del Rey — who declared that her fall album, Lasso, will be a country set — recently posted a snippet of a song that she worked on with noted Nashville songwriter-producer Luke Laird.
CMT senior vp of music strategy and talent Leslie Fram views the influx as a sign of “overwhelming respect for the storytelling and the songwriting in Nashville,” but predicts that noncountry artists taking up slots at terrestrial country radio “is going to be a major topic of conversation … If [a core country artist] has spent 30 to 50 weeks trying to climb up a chart and, all of a sudden, they’re replaced by someone who is not in the genre, I do believe there will be concerns.”
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However, Simon Tikhman, co-founder of The Core Entertainment, which manages Nickelback and country upstarts Bailey Zimmerman and Nate Smith, sees the possible radio displacement as a good sign overall. “We were on a call with Nate’s Sony team talking about adds at radio, and No. 1 was Beyoncé and No. 2 was Nate,” he says, adding that The Core Entertainment co-founder Kevin “Chief” Zaruk “and I were like, ‘This is amazing that she sees what’s going on over here.’ She’s as brilliant as a performer gets, and she wants to be part of this. It just goes to show how powerful the genre is right now.”
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As Alan Jackson famously sang in his 1994 hit, “Gone Country,” for decades, any artist who released such music but who hadn’t moved to Nashville or put in the time building a country audience and courting country radio was considered a carpetbagger. But now, many insiders see it as a sign that borders between genres have fallen and that country’s recent surge in popularity has made it extremely appealing to artists who have fallen in love with the music, too.
And unlike in the past, when artists might explore country only as their pop career dwindled, today’s infiltration and interest are coming from names at the peak of their pop prowess. “It isn’t like the heritage artists before that wanted to do a country record. These are artists at the top of their game,” Fram says. Olivia Rodrigo attended Megan Moroney’s Los Angeles show last year and posted photos backstage together. And in November, Post Malone made his debut performance at the Country Music Association Awards.
Plus, fandom aside, it’s smart business. “The pop labels are seeing the success of a Morgan Wallen,” Sony Nashville chairman/CEO Randy Goodman says of the country superstar, whose smash “Last Night” and album One Thing at a Time logged the most weeks of any song or album on the Billboard Hot 100 and Billboard 200 last year, respectively. He adds: “The biggest female artist in the world is Taylor [Swift], who started in country. I don’t think that’s lost on any of the labels.”
Range Media Partners co-founder Matt Graham, whose company manages Jack Harlow, Midland and Saweetie, believes the pop transplants could help expand country’s global audience. “It’s good for making the genre international,” he says, noting that acts like Wallen and Combs have already helped country grow worldwide. “This has the potential to blow that wide open.” He predicts streaming numbers for country artists, which were already up nearly 24% year over year in 2023 domestically, according to Luminate, will “drastically” increase this year and beyond.
And the genre-flipping isn’t just flowing one way: Country artists are finding success in other formats, too. Combs had a massive crossover hit with his cover of Tracy Chapman’s “Fast Car,” and Wallen topped Billboard’s year-end Streaming Songs Artists chart, the first time a country act had achieved the feat. Meanwhile, Jelly Roll and HARDY — both of whom are considered primarily country artists — reached No. 1 on the Mainstream Rock and Hard Rock charts, respectively.
Like 21-year-old Rodrigo, younger music listeners don’t “put music in a box,” Zaruk says, noting Zimmerman’s November duet with the Jonas Brothers. “For years, country fans didn’t really listen to hip-hop and rap and rap fans were not listening to country,” he continues. “We’re genreless now.”
This story will appear in the March 9, 2024, issue of Billboard.