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Universal Music Group announced on Monday (Aug. 21) a partnership with YouTube to create a set of principles and best practices around the use of artificial intelligence within the music community, as well as a Music AI Incubator bringing together several UMG artists and producers to help study the effect of the technology, including Anitta, Juanes, Yo Gotti, Louis Bell, ABBA’s Björn Ulvaeus, Ryan Tedder and the estate of Frank Sinatra, among others.
In announcing the new incubator and the three principles — which boil down to embracing the new technological possibilities while protecting creators and establishing content and safety policies — UMG chairman/CEO Lucian Grainge penned an op-ed for YouTube’s blog, in which he acknowledged both the possibilities and the potential dangers of AI.
“Given this tension, our challenge and opportunity as an industry is to establish effective tools, incentives and rewards – as well as rules of the road – that enable us to limit AI’s potential downside while promoting its promising upside,” Grainge writes. “If we strike the right balance, I believe AI will amplify human imagination and enrich musical creativity in extraordinary new ways.”
In reference to the collaboration with YouTube, Grainge points to the video streamer’s development of its ContentID system, which helps screen user-generated content uploaded to the service for copyrighted works, and helps get creators (and copyright owners, such as UMG) paid for their use on the platform. That type of collaboration between DSP and music companies is foundational to the work YouTube and UMG are beginning with respect to AI, Grainge says.
“The truth is, great entertainment doesn’t just reach audiences on its own,” he writes. “It also requires the global infrastructure, new business models, scaled distribution, innovative partnerships and effective safeguards that enable talented artists to create with freedom and receive fair compensation. … Today, our partnership is building on that foundation with a shared commitment to lead responsibly, as outlined in YouTube’s AI principles, where Artificial Intelligence is built to empower human creativity, and not the other way around. AI will never replace human creativity because it will always lack the essential spark that drives the most talented artists to do their best work, which is intention. From Mozart to The Beatles to Taylor Swift, genius is never random.”
Read his full op-ed here.
PULSE Records has formed a joint venture through Brent Faiyaz’s newly established creative agency ISO Supremacy, with Virginia artist Tommy Richman as the first signee, it was announced Monday (Aug. 21). Richman currently serves as the opener for Faiyaz’s F-ck the World, It’s a Wasteland Tour and has caught traction with his songs “BUNKER / PREROLL” and […]
YouTube announced a new initiative with artists and producers from Universal Music Group on Monday (August 21): An “AI Music Incubator” that will include input from Anitta, Juanes, Ryan Tedder, Björn Ulvaeus from Abba, Rodney Jerkins, d4vd, Max Richter, and the estate of Frank Sinatra, among others.
“This group will explore, experiment and offer feedback on the AI-related musical tools and products they are researching,” Universal CEO Lucian Grainge wrote in a blog post. “Once these tools are launched, the hope is that more artists who want to participate will benefit from and enjoy this creative suite.”
Grainge added that “our challenge and opportunity as an industry is to establish effective tools, incentives and rewards — as well as rules of the road — that enable us to limit AI’s potential downside while promoting its promising upside.”
In a statement, Ulvaeus said that “while some may find my decision controversial, I’ve joined this group with an open mind and purely out of curiosity about how an AI model works and what it could be capable of in a creative process. I believe that the more I understand, the better equipped I’ll be to advocate for and to help protect the rights of my fellow human creators.”
Juanes noted in a statement of his own that “artists must play a central role in helping to shape the future of this technology” so “that it is used respectfully and ethically in ways that amplify human musical expression for generations to come.”
This sentiment was echoed by Richter: “Unless artists are part of this process, there is no way to ensure that our interests will be taken into account,” the composer said in a statement. “We have to be in this conversation, or our voices won’t be heard.”
Neal Mohan, YouTube’s CEO, also published the company’s “AI music principles” on Monday. The company promised to “embrace” AI “responsibly together with our music partners” and noted that any AI initiatives “must include appropriate protections and unlock opportunities for music partners who decide to participate.”
YouTube’s “AI music principles” as posted:
AI is here, and we will embrace it responsibly together with our music partners.
AI is ushering in a new age of creative expression, but it must include appropriate protections and unlock opportunities for music partners who decide to participate.
We’ve built an industry-leading trust and safety organization and content policies. We will scale those to meet the challenges of AI.
Jim Guerinot, former general manager of A&M Records, who later managed Nine Inch Nails, No Doubt, Social Distortion and other bands, worked for A&M co-founder Jerry Moss, who died Wednesday (Aug. 16) at 88, and its president, the late Gil Friesen, for years in the 1980s and 1990s. The retired music executive saluted his former boss in a phone interview.
“We had an artist who was getting to release an album and had a capable manger. I put the whole plan together. When I ran the numbers, I saw that we were going to lose money. I said, ‘I’m not going to get hung,’ so I went to Jerry: ‘Here’s the plan, the manager has signed off.’ He goes, ‘Well, good, what’s your concern?’ I go, ‘Well, we’re going to lose money because the artist will not sell records to make that happen.’ I said, ‘Can I ask you a question? Why would we put this record out?’ He goes, ‘Well, that’s easy. Because it’s an A&M artist.’ It was very much like, ‘The ‘M’ is me, pal. If I want to, I do it.’
And that’s how he slept at night and that’s how he and [Herb Alpert, label co-founder] slept at night.
From time to time when I arrived at work at A&M, I’d pass the main guys’ doors: Herb might be painting, and would invite you in to see what he’s up to to; Gil Friesen, the label president, inevitably would push a book on me and expect a report within days; and Moss wanted to play a few hands of gin. Generally speaking, if you and I play gin, I’m going to beat you. I have friends who played in the World Series of Poker and I win at least half the time. I not only never beat [Moss] at gin, I never even won one hand. It was depressing.
This guy had a vision for the business that was beyond what normal people would see. He walked into a room and saw things we didn’t see. He walked into situations and businesses and saw things we didn’t see.
He knew everybody, for starters. Like, literally, everybody.
Where somebody might see an artist, he would see a network of what that artist represented, and relationships and history. It was just much, much deeper. What he saw wasn’t what I saw. He read people differently. He read people very, very well. He knew people who were going to be honorable and who would not be.”
Artists have long complained that streaming pays poverty wages — fractions of a cent per stream — and increases the difficulty of sustaining a recording career through a slow trickle of royalties. Some conservative-leaning artists are proving to be an exception to the rule with fans who still buy downloads at a time when streaming dominates music consumption.
Oliver Anthony’s “Rich Men North of Richmond” became a surprise hit — and could reach No. 1 on the Hot 100 — thanks to a confluence of two factors: As we’ve seen with several other songs recently, when a song gets caught up in — or leans into — the American culture wars, conservatives often buy downloads. “Rich Men North of Richmond” was an instant success: From Aug. 10 — the day with the first sales and audio streaming activity — to Aug. 15, daily U.S. streams went from zero to nearly 700,000 in just two days, according to Luminate, while daily U.S. downloads went from zero to more than 20,000 in each of the next four days. To put that in context, in a typical week the top track on the Hot 100 might sell 15,000 downloads.
In the seven-day period ended Aug. 15, “Rich Men North of Richmond” had 11.2 million on-demand audio streams that earned him roughly $40,000, Billboard estimates. But the track amassed an impressive 117,000 track downloads that netted Anthony about $81,000 — or 65% of the royalties earned from U.S. sales and streams. And because the track is distributed by DistroKid, which charges a flat fee for distribution, and owned by Anthony, he pockets the entire amount. Although the YouTube video hosted by radiowv has 21.6 million views, Luminate shows no video streams for the recording and Billboard does not know if Anthony is earning royalties from YouTube.
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Such high download sales make “Rich Men North of Richmond” an outlier in popular music. More often than not, a No. 1 track on the Hot 100 gets most of its revenue from streaming. Download sales have fallen precipitously in recent years and accounted for just 1.1% of U.S. track equivalent albums year to date, according to Luminate. On the most recent Hot 100, for the week of Aug. 19, Morgan Wallen’s chart-topping “Last Night” generated about 80% of its revenue from 20.8 million on-demand audio streams compared to just 5% from 5,000 track downloads. When Olivia Rodrigo’s “Vampire” topped the chart for a week in July, 81% of its revenue came from 31.3 million on-demand audio streams compared to 6% from 9,000 track downloads.
Some people have speculated that the song’s instant success must be the result of astroturfing — the use of fake grass-roots campaigns to gain public awareness. The themes in “Rich Men North of Richmond” — it criticizes both tax-hungry politicians and poor welfare recipients — struck a chord amongst conservatives and almost overnight became a favorite of rightwing politicians, pundits and instigators such as Rep. Marjorie Taylor Green, Matt Walsh and Kari Lake. While there’s no clear evidence of such a campaign at the moment, the track’s rise was quick even by the standards of today’s internet viral hits.
What’s clearer, though, is that “Rich Men North of Richmond” has a lot in common with K-pop tracks that soar to the top of the Hot 100 because fans buy downloads with the express purpose of getting the artist a good chart position. When Jimin’s “Like Crazy” topped the Hot 100 for a week in April, 241,000 track downloads accounted for 85% of its revenue. When his BTS bandmate Jung Kook hit No.1 with “Seven” in July, 59% of its revenue came from 138,000 downloads.
Conservative music fans act like K-pop fans when it comes to supporting a song. Track purchases helped Jason Aldean’s “Try That in a Small Town” reach No. 1 on the Hot 100. In the week of Aug. 5, when the track sat atop the chart, 175,000 downloads accounted for 56% of revenue generated from streams and sales, according to Billboard’s estimate. Two weeks ago, “American Flags,” a patriotic song by rapper Tom MacDonald, sold 18,000 track downloads in the week — second only to “Try That in a Small Town” that week. The following week, the No. 11 most downloaded song was “Go Woke Go Broke” by Jokes on Woke, a country song that attacks recent villains in conservative culture such as Bud Light, CMT, Disney, Ford, Adidas and Barbie.
It’s not necessarily just fans voting with their money, though. The shopping habits of conservative-leaning music fans can help explain why Oliver, Aldean and the others have sold so many downloads. Notably, the country music market — which tends to lean conservative — was slower to adopt streaming (however, it has recently been catching up) and sees a higher-than-average level of purchases. Country music accounted for 35% of the top 100 track downloads in the week ended Aug. 10 — and six of the top 10 — while Christian/gospel accounted for 3%. Both genres have less representation on the Hot 100, which also incorporates streaming and radio spins. Country accounted for just 21% of the tracks on the current Hot 100 chart, while Christian/gospel was absent from the chart.
Whether it’s K-pop or country, songs typically can’t count on download sales alone to provide longevity on the charts. “Try That in a Small Town” sales fell 85% in a week, dropping the track from No. 1 to No. 21 on the Hot 100 in the week dated Aug. 12. Similarly, “Like Crazy” fell from No. 1 to No. 45 the week after its peak. As the culture wars quickly move onto the next issue, the lasting endurance of “Rich Men North of Richmond” depends on how many real fans Anthony has made in this time.
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Struggle rappers are now on high alert. Ebro says record labels are now deprioritizing signing rappers in favor of other genres.
As spotted on HipHoDX the media personality is back in the headlines for a reveal he made on social media. On Thursday, August 17 the on air personality shared a very interesting post on X, formerly known as Twitter. “I got a call saying …. ‘It should be noted many major record labels have deprioritized signing Rappers,’” he wrote. “The focus is now African Music & Latin Music Rappers better stop being boring and talking about the same sh*t over and over, chasing TikTok success and comment sections.”
Naturally caused a stir amongst his peers, Rap fans, industry executives and more. Some where quick to point out that he and other radio jocks are partly to blame. “waiting on when you and other hiphop media will take responsibility for your role in its decline. Artists are not the only ones at fault. you “gatekeepers” opened the flood gates for social media personalities to pollute it. Artists that tried to speak out got labelled as bitter.” one use wrote.
While another was even more direct about his employer’s culpability. “So is Hot 97 about to rebrand with tag line Blazing Afro Beats & Latin Music? It don’t sound as smooth as Blazing Hip Hop & R&B”. In recent weeks Ebro has been very vocal on his criticism about the new generation of talent; specifically on rappers who failed to acknowledge Hip-Hop’s 50th anniversary. “Making all this $$$ because of HipHop and artists can’t even post a ‘Thank You’….,” he said. You can see him discuss Hip-Hop 50 celebrations below at the 17:50 minute mark.
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Few things have captured the cultural zeitgeist in 2023 more than Barbie, Greta Gerwig’s film based on the classic Mattel toy that has become a $1 billion-movie since its release in July. But anyone who has seen the movie can attest that it’s more than just a comedic sendup or a feminist film lacing into cultural stereotypes of the past half-century — it’s also a deeply musical film, with songs by Lizzo, Matchbox 20 and others playing central roles in how the story plays out.
So it naturally follows that the soundtrack, with original songs by Billie Eilish, Dua Lipa, Ice Spice and Nicki Minaj, and more, would make waves as well — though perhaps few people predicted it would do this well. Three weeks after the soundtrack’s release, the album remains at No. 3 on the Billboard 200, while three of its singles — Dua’s “Dance The Night,” Eilish’s “What Was I Made For?” and Ice Spice and Nicki’s “Barbie World” — are in the top 15 of the Hot 100, and the top 10 of the Billboard Global 200. And that sustained success helps earn Atlantic Records West Coast president and Barbie soundtrack album co-producer Kevin Weaver the title of Billboard’s Executive of the Week.
The Barbie soundtrack isn’t Weaver’s first film success — he’s also been heavily involved in the soundtracks for The Greatest Showman, Suicide Squad, Daisy Jones & The Six, Birds Of Prey, Furious 7, The Fault in Our Stars and The Fate of the Furious, among others. But the Barbie film and soundtrack has captured the world’s collective attention in ways that none of those others truly have.
Here, Weaver discusses the impact of the film and its music, how Warner Music Group leveraged an all-hands-on-deck strategy to market it around the world and how the music played such a central role in the film itself. “The fact that Greta saw this film almost as a musical, and was so involved with the soundtrack, was an absolutely critical factor in how and why the music worked so well,” he says.
This week, the Barbie soundtrack spends its third week in the top five of the Billboard 200, with three of its songs in the top 15 of the Hot 100. How did this project come together, and what were the particular difficulties in pulling it off?
We had been tracking the development of the film for a few years and had frequent conversations with Warner Bros. and Mattel about partnering on the soundtrack. Once Greta and Noah [Baumbach] became attached to the project and Margot [Robbie] and Ryan [Gosling] were cast as Barbie and Ken, we aggressively started to put the pieces together. We try to start early on these types of projects, so we can actively contribute to how music shapes the project and vice versa. This was similar to when we worked on The Greatest Showman where we had a deal in place before the film was even officially greenlit by the studio.
The Barbie movie has become a cultural phenomenon. What have you guys done to market the soundtrack alongside that?
The music and our singles really helped fuel the cultural phenomenon months before the film had even opened. We were out with our singles, videos, social content, partnerships and strategy starting in late May. It felt critical to us that the soundtrack was an integral part of the overall campaign’s DNA. Our partners at Warner Bros. and Mattel really leaned into the music by incorporating it into every aspect of Barbie media and marketing in a truly unprecedented manner. The level of collaboration on this project and working with such smash records was the initial driving force behind this success.
The album didn’t just resonate in the U.S. — three of its songs are in the top 10 of the Global 200 chart, including two (Billie Eilish’s “What Was I Made For?” and Dua Lipa’s “Dance The Night”) in the top three. What did you do to help market this release beyond the U.S.?
We enlisted our entire global marketing machine at WMG in a way that I have never experienced before. Very early on, Max [Lousada] and Julie [Greenwald] deemed the album a “Superstar Level Release” where each single got our most coveted “track of the week” priority assignment. This means that every track had every possible lever pulled behind it, in every territory throughout the globe. We also had every marketing team throughout the world working hand in hand with their local counterparts at Warner Bros. and Mattel. By doing this, we unlocked every co-op marketing opportunity across all three companies, including digital partnerships, media, physical retail, in-theater and anything else you could imagine.
How have you guys been able to tap into the craze around the various merchandising tie-ins with the movie?
We have some co-op products with Mattel, plus more in the works for later this year. Mattel helped us tremendously with our vinyl and CDs at all major retailers around the world. We were also able to work together on all of their key Barbie promotions, which gave the soundtrack massive additional visibility in the marketplace.
Given how music plays such a central role in the film, how closely did you work with the film team and the movie studio on the soundtrack?
We worked in lockstep with the filmmakers, Mark Ronson, and the music supervisor, George Drakoulias. We were given the opportunity to see scenes from the film very early on while Greta was still in the beginning stages of assembling the director’s cut. This enabled us to come up with creative ideas and strategize with Greta as she was making the film. From that point on, we would all speak and text daily with bi-weekly creative calls. We constantly passed ideas back and forth, showed artists and writers scenes from the film and shared music for review as soon as a new demo or mix came in. Everyone provided feedback in real time. The fact that Greta saw this film almost as a musical, and was so involved with the soundtrack, was an absolutely critical factor in how and why the music worked so well.
You’ve worked on several huge soundtracks in the past several years, including The Greatest Showman and several Fast & Furious films. What did you learn from those that you applied to this, and how was this one different?
First and foremost, I always do what is best for the movie. You have to let the music become a character in the film with its own voice. If you super-serve the creative needs of the movie as the basis for everything, then the songs become a true extension of the film as opposed to an afterthought. With this clear directive, we work with artists who align with the overall aesthetic tone of the movie, and then hone in on hit records.
How have you been able to keep the momentum on this release going?
It’s the gift that keeps on giving. We worked intentionally early on to create our own brand with this music and have continued to market it past the film’s release just like we would with any other superstar artist. Greta made a masterpiece and now we get to continue to grow this music outside of the four walls of the film, which helps both the film and our music brand continue to flourish. We get to come up with new creative ideas every day while having fun building upon what we’ve already been able to accomplish.
Every aspect of this project has been a dream and I couldn’t be more grateful to the entire team at Atlantic, the global teams at WMG, our creative partners, Greta, Mark, George and the filmmakers, as well as our partners at Mattel and Warner Bros. Every single thing we have done here has gone against the grain and we are thankful to have had enormous support in an unprecedented capacity by all involved.
Last Week’s Top Executive: Cactus Jack GM David Stromberg
Jerry Moss once spent a day in Athens, Greece, screaming at the heads of the world’s top electronics companies during a Billboard music-industry convention. It was 1981. Sony’s Norio Ohga and Philips’ Jan Timmer were trying to persuade record executives to switch from their beloved LP to this new, high-tech “compact disc,” and Moss, co-founder of storied indie A&M Records, which would break Janet Jackson, Sting, Soundgarden and Blues Traveler, led the opposition.
Moss, who died Thursday at 88, believed CDs “would kill the industry because the perfect digital master would invite and facilitate piracy,” according to John Nathan‘s 1999 book, Sony.
As I was researching this subject for my own book, Appetite for Self-Destruction: The Spectacular Crash of the Record Industry in the Digital Age, I had to verify this claim. Nathan described a mob of outraged record execs chanting, like soccer hooligans, a “slogan that sounded like a Madison Avenue nightmare”: “The truth is in the grooves!”
This was the generous and magnanimous sales expert who was endlessly patient with his artists, willing to lose money on an album to advance a long-term career, whom Sting would describe as an “elder brother, a wise head, a man’s man and a mensch”?
I was sure Moss would be too embarrassed to rehash this history, because, eventually, the CD helped him and his partner, trumpeter Herb Alpert, become super rich, selling A&M to PolyGram for $500 million in 1989. (That’s $1.23 billion in today’s dollars.) But the exec who co-founded A&M with Alpert in a garage in 1962, after selling the master for Alpert’s Tijuana Brass instrumental “Tell It to the Birds” for $750, quickly agreed to a phone interview – and a wonkier follow-up later.
“I made a bit of a small statement at the meeting,” understated Moss, who at the time of our interview was running his post-A&M label, Almo Sounds, which had signed Gillian Welch as well as Garbage and Imogen Heap. “I liked the hardware and the whole ease of the CD, and I generally applauded the idea that Sony and Philips were getting together on this one piece of machinery.
“But,” he added, “I thought they could have done something to stop piracy.”
On Second Thought…
What finally turned Moss around was the economics of the CD. The price of vinyl records was stuck at $8.98 — and after Tom Petty threatened to affix a huge “$8.98!” sticker on his 1981 album, Hard Promises, his own label, MCA, and the rest of the industry were blocked from raising prices. The CD allowed A&M to “charge a multiple for this thing,” Moss said. Also, retail stores were charging labels for advertising — a “mighty blow,” Moss called it. After disco crashed in 1979, LP sales plunged. “Retailing and selling became very pinched,” he added.
“The retailers wanted more and artists and producers wanted more for what they were doing. The record companies were getting squeezed further and further,” Moss went on. “And here comes the CD.”
The shiny, futuristic format was in high demand, and retailers were willing to buy it from labels for $10 wholesale, far higher than the LP, then sell it to customers for $16.
“So A&M, after just a tiny bit of study, decided this was going to be our future,” Moss said.
Like the bigger labels, A&M had to find plants to manufacture the CD, quickly making a deal with a German company. And the CD, to which Moss had been so screamingly opposed in 1981, made A&M profitable beyond anything Alpert and Moss had once imagined: “The company was a different company from 1979 to 1989, certainly.”
A Bittersweet Sale
Alongside Alpert and the late Gil Friesen, then the day-to-day operations exec who referred to himself as the ampersand in A&M, Moss decided they had no choice but to sell the company they loved. Music stars in the late ’80s and early ’90s were demanding multimillion-dollar advances, and, as an indie, A&M couldn’t compete with bigger labels for the up-front guarantees. The trio stayed on for a couple of years after the sale, but PolyGram had a mandatory retirement age of 61. In 1991, Moss found himself with a new boss, Alain Levy, who became PolyGram’s worldwide president and CEO, and, Moss recalled, “wasn’t laughing at my jokes.”
(In 1998, PolyGram was sold to Seagram, which merged it with Universal Music Group, today the world’s biggest label.)
“I don’t regret selling, because I felt we had nothing but to do that. There was no alternative. We would have had to have gotten a lot smaller, and gotten our investment in different, other ways,” Moss told me. “I can’t say I’m sorry I sold A&M. I will say I’m sorry I had to leave.”
If you give a hoot about feel-good songs on TikTok, there’s a solid chance you’ve heard Paul Russell’s “Lil Boo Thang” by now. A full version of the infectious song, which interpolates “Best of My Love” by The Emotions, has been cleared for landing and is set for release on streaming services at midnight on Friday (Aug. 18). Billboard has also learned that Arista Records has officially signed Russell, a Texas native now based in Los Angeles, ahead of the song drop.
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The proof of “Lil Boo Thang”’s virality is in the stats. Russell teased a 21-second snippet of the track via TikTok on June 28, with the post garnering over 5.3 million views and launching over 55,000 “creations” from new fans who’ve paired it with everything from clips of their dogs to best-friend tributes to fitness milestones. Russell later repurposed the post on Instagram Reels, where he reeled in another 10.4 million views.
In six subsequent TikTok posts that included the song, with lyrics like “Tell ‘em you found a lil’ something too fresh” and the folksy “I don’t give a hoot what your dude say,” Russell has generated another 4 million views and dozens of comments with varying versions of “Dude, drop the full version now!!!“. (He again cloned these follow-ups on Reels, bringing in millions more listens for the song clip.)
The infectiousness of “Lil Boo Thing” owes quite a bit to the legendary bounce of “Best of My Love,” a disco-funk anthem written by Maurice White and Al McKay of Earth, Wind & Fire that spent five weeks atop the Billboard Hot 100 in 1977 and was The Emotions’ biggest hit.
Courtesy Photo
The full version of “Lil Boo Thang” (see the single cover, right) has received 20,000 pre-saves to date.
“First and foremost, ‘Lil Boo Thang’ is meant to be a good time,” said Russell ahead of the full track release. “When I wrote it, I was stressed out on a Thursday afternoon, so I just turned on some of the music that makes me happy and imagined that I was celebrating something. I think what makes the song special is the fact that so many of us are ready to just forget about whatever is happening around us and enjoy the good things in life — not just thinking back to good times in the past but creating new ones in the present day.”
The Cornell graduate has nearly 2 million monthly listeners on Spotify, with 14 million streams for his 2022 single “Ms. Poli Sci” and 7.3 million for 2021’s “Hallelujah.”
Check out the TikTok post that started it all:
Over the past week, Oliver Anthony has summited the music charts, thanks to his viral hit “Rich Men North of Richmond,” which highlights working-class frustrations (and, in some of its most controversial lyrics, the country’s welfare system) and has been met with both intense praise and backlash.
The song first gained national attention late last week, when RadioWV’s YouTube live video for the song began gaining millions of views (that YouTube post now has more than 16 million views). By the end of Aug. 11, “Rich Men North of Richmond” topped the iTunes country chart, and since then, “Rich Men” has soared to the top of the all-genre iTunes chart. According to Luminate, the daily official on-demand U.S. streams for “Rich Men North of Richmond” grew to over 3 million on Tuesday (Aug. 15). The song also resides at No. 1 on the Spotify Top 50-USA chart, as of Wednesday afternoon (Aug. 16).
The song and YouTube video gained traction initially, in part, through various media personalities who shared the video, including John Rich, Joe Rogan and Matt Walsh, as well as Barstool Sports and conservative outlet Breitbart posting it on social media.
The consumption of Anthony’s music extends beyond “Rich Men.” His song “Ain’t Gotta Dollar” is currently No. 1 on Spotify’s Viral 50 chart, with five of his other songs resting in the chart’s top 10 on Wednesday afternoon, as of publishing.
These numbers have swiftly led to an industry feeding frenzy for Anthony, with one label head telling Billboard, “I don’t think I’ve ever seen anything like this before.”
Anthony acknowledged the rush of record labels trying to sign him on Wednesday, when he posted on social media to let his followers know about a show this coming Saturday at Eagle Creek Golf Club and Grill in Moyock, North Carolina.
“We are working on a full line up of shows with bigger accommodations in the near future,” Anthony wrote on his official music Facebook page. He also noted, “Everyone in the ‘industry’ is rushing me into signing something, but we just want to take things slow right now. I appreciate your patience.”