Record Labels
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300 Elektra Entertainment has promoted Aimie Vaughan-Früehe to executive vp/head of promotion and streaming, the company announced Wednesday (Aug. 2). In the role, Vaughan-Früehe will oversee all radio promotion and streaming across the label group, which includes 300 Entertainment, Elektra, Fueled by Ramen and Roadrunner Records as well as a roster of artists that includes […]
What does it mean to “break” an artist? It’s a question that has plagued the music industry in recent months. If a singer has billions of streams but walks down the street unrecognized, have they broken? Is a lone billion-stream single enough, or is a second hit required as proof of staying power? And what if an artist racks up multiple hits but can’t pull off a major headlining tour?
The consensus among label executives is that the last pop artist to break big was Olivia Rodrigo, who had four top 10 Billboard Hot 100 hits during 2021 and debuted at No. 1 on the chart with “Vampire” in July 2023. It’s a track record, they say, that today makes her seem like a unicorn.
“Nobody knows how to break music right now,” one senior executive laments. “I think they’re all lost.”
“There is a need and a desire for new artists that have real substance — artists that are more than just a song, that we can really lean into, buy concert tickets, buy [merchandise],” says J. Erving, a manager and founder of the artist services and distribution company Human Re Sources.
“Each person I talk to in the industry is more depressed [about this] than the person I talked to before them,” says another manager.
This melancholy flies in the face of some bright spots. As of July 1, 14 artists had cracked the Hot 100’s top 10 for the first time, a varied group that includes the Nigerian singer Rema, the American rapper Coi Leray, the country powerhouse Bailey Zimmerman, and the regional Mexican star Peso Pluma. That number is already more than double the six newcomers (plus the Encanto cast) who entered the top 10 over the same six-month period last year — seemingly a sign that the industry can still catapult young talent into the popular consciousness.
Genrewise, country is buzzing, and Pluma is at the forefront of a regional Mexican boom. “There are artists breaking. It’s just that they’re in different genres, not typical pop,” one major-label A&R executive says. Pop’s current genre share dropped from 12.87% at the start of the year to 10.69% at the mid-point, according to Luminate.
Still, many music executives remain worried about stagnation beyond a single musical style. They scan the landscape and see “moments,” as one put it, that can fade, rather than genuine breakthroughs that endure. “A lot of people have this bleak mindset,” a second major-label A&R executive says. Even pop radio is seeing “historic lows” in consensus hits, according to radio veteran Guy Zapoleon, which has led to “a bear market for new music.”
Dylan Bourne, who manages rapper JELEEL!, among others, expresses a common industry sentiment: “I see one act that has broken through this year, and that’s Ice Spice.” He adds, “The fears and concerns that people were having last year have only increased.”
Some blame the meager number of big breakthroughs on label decisions. According to the first A&R executive, “Labels signed more and signed worse than ever before in the decade-plus I’ve been at a major.”
Some cite the precipitous decline of mass media like radio and the maddening unpredictability of TikTok. And some attribute the feeling of industry inertia to the exhausting intensity of competing for attention in a world where gamers and influencers wield as much clout as music artists, if not more.
“Every issue that we’re facing right now comes down to oversaturation,” Bourne says. “People are just buried in content.”
“You know when you go camping and someone pulls out a guitar, and you’re like, ‘Oh, my God. Can you please stop?’ ” grouses a third A&R. “That guy is on [digital service providers] now.”
In addition to those factors, executives say, a hit doesn’t mean what it used to. It’s common to hear grumbles about young acts who have hundreds of millions of plays of a single but can’t fill a small room for a live performance. “It’s easier [today] for folks to be passive fans,” Erving says. “For you to consider yourself really broken, people need to care about you beyond the song. Where is the connectivity? Are people really dialed in in a deeper way?”
As a result of these shifts, some executives argue that the industry needs to change the way it thinks about breaking artists. As one A&R executive puts it: “Maybe there aren’t as many players slugging home runs, but there are more producing a steady stream of singles and doubles.”
Talya Elitzer, co-founder of label and management company Godmode, works with rapper JPEGMafia, who she says “hasn’t had a traditional hit in a commercial sense.” Even so, “his business is enormous,” she adds. “We sold 15,000 vinyl records from his web store in 24 hours. He sells seven figures in merch.”
Another act climbing into this camp is Laufey, a Berklee-trained jazz singer and multi-instrumentalist who has amassed fans with swooning bossa nova and a lively TikTok presence. 18-ish months after Laufey released her debut EP, she was the number-one selling artist in terms of merch in small-cap rooms in 2022, according to Atvenu, the payment processing system which handles transactions at 125,000 shows a year. She sold out a fall tour where the average room fit 1,500 fans. “Some fans show up dressed like her,” says her manager, Max Gredinger.
Bourne believes that “if you’re an artist earning well into seven figures a year repeatedly on an annual basis, you’ve broken to a certain degree.” But he acknowledges “that is a different recognition of what breaking means” relative to the one that much of the industry still relies on.
That’s partially because ticket and merch numbers don’t matter as much to most labels. Unless an artist signs a 360 deal — which are increasingly out of favor with managers and lawyers — record companies are not getting a cut of those revenue streams. Labels tend to earn the bulk of their money from streams, downloads and old-fashioned sales.
The industry is “slowly moving” toward a different concept of breaking, one entertainment attorney says. “People are celebrating the mid-level breaks as if it’s the biggest thing in the world, because that’s what you get these days.”
Steve Cooper, former CEO of Warner Music Group, said last year that the company had taken steps to lessen its “dependency on superstars.” One way the major labels have done that is step up signings, with the goal of spreading growth across a larger number of artists rather than relying on a few tent-pole acts. In 2022, Hartwig Masuch, CEO of BMG, noted that his company’s business model “is designed to be robust enough not to need hits in order to survive.”
In addition, both major labels and streaming services are increasingly focused on identifying “superfans” and finding new ways to extract money from them. If these efforts are effective, the industry will be unable to avoid the reality that artists with small but passionate followings may generate more business than those with wide, shallow fan bases.
A study released by Spotify in July concluded that artists’ most dedicated followers — presumably the ones that might come to a show dressed like the performer — make up just 2% of their monthly listeners but generate 18% of their streams. Even more important: Those devotees account for 52% of merch sales.
For now, the uneasiness felt around the music industry is likely to persist. “The doomsday thing is comforting for people that don’t know what’s going to happen next,” says Kayode Badmus-Wellington, an A&R consultant for Def Jam. But he prefers to “revel in” the uncertainty. “I don’t know what’s going to happen next,” he adds. “But I want to be a part of it.”
Rising Mexican pop star Kenia Os has resigned her recording deal with Sony Music Mexico and with 5020 Records, the new Sony imprint based out of Miami. “I’m thrilled to continue growing along with my label, Sony Music Mexico, and with 5020 Records to develop my career at an international level. I’m very excited about […]
Jonny Shipes is closing the doors of his renowned label and management company Cinematic Music Group after sources tell Billboard that he sold the firm’s catalog to Interscope Geffen A&M in an eight-figure deal. While one door closes, another opens for Shipes, as his latest endeavor begins today (Aug. 2) with the announcement of his new full-service […]
Rafael “Rafa” Madroñal has been promoted to vp of business development for Sony Music U.S. Latin. In his new, expanded role, Madroñal leads a team that negotiates multi-million-dollar partnerships that increase Sony Music U.S. Latin’s income and audience. Madroñal also supervises the label’s new business and sponsorship strategy and department, working with a stable of […]
Four key marketing executives are elevated at Interscope Geffen A&M (IGA), the Universal Music Group-division headquartered at Santa Monica, CA.
Among those enjoying promotions, announced today (Aug. 1), are Ramon Alvarez-Smikle, who rises to executive vice president/head digital marketing; Laura Carter, who is named as executive vice president/head of urban marketing; Chris Mortimer, who is upped to executive vice president/head of digital marketing; and Daniel Sena, promoted to executive vice president/head of strategic marketing at the label.
Each of these executives “has built teams that create consistent opportunities for our artists to build and nurture their fan bases,” comments Steve Berman, vice chairman of Interscope Geffen A&M, in a statement. The promotions, he continues, “reflect how important their work is as we continue to build upon our platform to move culture through music.”
Alvarez-Smikle, who most recently served as SVP, head of urban digital marketing at Interscope, will continue to oversee digital marketing efforts across all of Interscope’s hip-hop and R&B artist roster.
Carter, who is promoted from SVP, head of urban marketing at Interscope Records, will continue to oversee marketing across Interscope’s roster of hip-hop and R&B artists.
Meanwhile, Mortimer will continue to oversee digital marketing campaigns for Interscope’s pop and rock roster of artists. Most recently, he served as SVP, head of digital marketing at Interscope.
And Sena, who most recently served as SVP, head of strategic marketing at Interscope, will continue to oversee brand partnerships across Interscope’s artist roster.
The umbrella label group was unified in 1999 and is a powerhouse in rock, pop, hip-hop and alternative. IGA finished 2020 as the Top Label on Billboard’s year-end charts for the first time since 2013. At the same time, Interscope reigned as the top Billboard Hot 100 Label, and IGA was named as the top Billboard 200 Label.
This marks the second round of promotions in as many weeks, after four of IGA’s top-level executives were promoted into new roles in late July.
“Toolroom” isn’t some metaphor.
In 2003, the electronic record label was launched by producer Mark Knight and his brother Stuart. The imprint was named for their office space — an actual tool shed in the yard of a house in their native Maidstone, 90 minutes southeast of London. From this humble setting, the pair began releasing house records largely by Mark, who was then also fusing house and techno into a new sound.
20 years later, the genre that Toolroom helped create its name on — tech house — is the most popular sound in commercial dance music. But while Toolroom laid the foundations for this phenomenon, Toolroom isn’t necessarily the genre’s biggest commercial star. The Knight brothers are okay with that.
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“We were always just a little bit too early,” Mark says over Zoom. “We would always do the groundwork for everyone to just come and go, ‘Thanks for getting that off the ground.’ I remember 15 years ago, talking about why I love tech house, and people were just looking at me like, ‘What the f— are you playing me?’”
But that hasn’t stopped Toolroom from becoming not just a respected label outputting relevant records, but a company that’s evolved its offerings, and revenue streams, in each era of its existence
With Mark as creative lead and Stuart heading the business, Toolroom launched in a precarious moment, two years after the advent of the iPod and at a time when physical sales were dwindling. “We could see on the horizon how digital would take over and how it would affect us,” says Stuart.
The early years found Mark traveling to New York and other U.S. dance hubs to play shows, staying on friends’ couches to save money while trying to break his name in the States. The label gained real traction during its initial treks to Miami Music Week, which provided, says Stuart, “the first opportunity we had to be around both industry and customers.”
This customer access expanded significantly in 2004 with the launch of Beatport, the digital download store for DJs. Toolroom was one of the first labels to put its music up for sale on the platform, which was then based in Denver. For the following few years, 70% of Toolroom music bought via Beatport was by customers in the U.S. By 2014, Mark would become Beatport’s best selling artist, behind deadmau5. He now ranks at the platform’s No. 7 all time house artist, with Toolroom ranking as the No. 2 all time house label.
Mark Knight and members of the Toolroom staff
Courtesy of Toolroom Records
“We were a small label in a tool room in a small town outside of London selling our music in the U.S., which has always been the hardest territory for a U.K. label to break in,” says Stuart. “It was an eye-opener that we didn’t have to jump on a tour bus and tour the whole of the U.S. [to gain success.]”
In this same era, circa 2007, Mark was also touring the States, capitalizing on the label’s U.S. growth and proselytizing for his still-then-underground house/techno fusion. Hits in this era included Knight and Funkagenda’s “Man With the Red Face” and Knight’s remix of Florence + The Machine’s “You’ve Got the Love.” Meanwhile, Toolroom was also releasing tracks by greats including Fatboy Slim, Underworld, Armand van Helden and a flurry of rising stars.
Then, a few years later, EDM happened. Like many labels at the time, Toolroom was swept into the phenomenon, despite the fact that they didn’t necessarily care for it. (“It was so big and also unrelatable,” says Mark, “when you see people jumping out of private jets spraying champagne on each other and we’re working nine to five trying to make those records big.”) Still, they shifted releases to fit more into the big room sound that was pulling millions of new fans to the genre while generating billions of dollars for the global dance industry.
“In the midst of that, we were putting out music from Hardwell and people like that,” says Mark, “which wasn’t really what we were about.”
In time, feeling a course correction was necessary, the label launched a 2014 #RESET campaign during which it slimmed down its artist roster, launched a new album series and reconfigured its live events in an effort get back in line with the Knight brothers’ original vision.
“I don’t mean to sound condescending, but it’s really basic music,” Mark says of EDM. “And it’s great because it appeals to a broad audience, but we always knew that if we just stay true to ourselves, when those people have kind of refined their tastes and the drugs have worn off a bit, they’ll realize, ‘I don’t actually like this, because it’s actually crap — but I really like this, because it’s the more sophisticated end of that world.’”
Mark Knight with fans
Courtesy of Toolroom Records
In fact that’s actually happened, with house, techno and tech house becoming the prevailing commercial sounds of U.S. dance music, with the U.S. scene catching up to the sleek, sexy, adult vibe Toolroom has been promoted since its inception.
“I stuck with it, and I guess if we hadn’t made those move,s we wouldn’t have the Fishers and Chris Lakes of this world enjoying the success of the groundwork we put in, and look — good luck to them. They’ve embraced what it’s about, and they’ve commercialized and done very well from it.”
Meanwhile Toolroom and its 15-artist roster have stayed largely in the realm of club records and clubs sets, which include upcoming shows in New York, Toronto, Montreal, Chicago and London throughout August. Toolroom has also evolved the business, with its Toolroom Academy launching in 2016 to offer DJ courses, sample packs, software and plug-ins. Prices range from $50 for an online course to $10,000 for a three-month intensive, with the label using the school as a talent pool and often signing particularly good productions. The Academy now has roughly 7,000 students. Mark says Toolroom also now earns more revenue via Peloton than it does from Beatport sales.
“We have evolved from a record label to a record company,” says Stuart. “A record label puts out music; a record company puts out music, but finds everything they can around putting out music to monetize. That’s really exciting, because one week it can be putting out music, the next week it’s, ‘How does that fit into someone doing a spin class, or educating someone how to produce?’”
Two decades in, Toolroom now has a staff of 22 and an actual office space for them to work from. Mark’s weekly Toolroom Radio program draws 16 million weekly listener. In 2018 the label launched its We Are Listening Initiative to identify releases from female producers. 2023 releases from KC Lights, Leftwing & Kody and ESSEL have been streamed millions of times. It’s a lot of accomplishments for a label Mark says has always just been “a little bit ahead of the game.”
“That’s cool in our own way, because we’re pioneering,” he continues. “We can always look back and say we were the first to make these moves. Did we make as much money as some of the other guys? Maybe not. But you know, we’re very happy with where we are in life.”
Zena White, COO of Partisan Records; Beggars Group president Nabil Ayers; Hays Rudolph, general counsel and VP of business and legal affairs at Secretly; and Tony Alexander, president and managing director of Made in Memphis Entertainment (MIME), are among the fresh faces on the American Assn. of Independent Music (A2IM) board.
White, Ayers, Rudolph, Alexander are newly-elected to the board, which oversees the governance of A2IM, represents the not-for-profit organization’s membership at large, and assists in setting the priorities and direction for the organization.
Also announced today (July 25) is A2IM’s executive committee, led by Heather Johnson, director of label operations at FIXT, who is named as chair. Meanwhile, Victor Zaraya, COO of Concord, is appointed as treasurer, and MIME’s Alexander becomes secretary.
“We are so grateful to have such a talented and dedicated group of individuals willing to serve on the 2023/24 board of directors for A2IM,” comments Dr. Richard James Burgess, president and CEO of A2IM. “Their expertise and passion for independent music will play a vital role in shaping the future of our organization and the industry.”
A2IM represents over 600 independent record labels.
Additionally, the trade body welcomes a raft of advisory board members who will lend their expertise and counsel. They include Kristin Epstein (operations director of Screenwave Media), Steve Kline (president/COO of Better Noise Music), Jennifer Newman Sharpe (general counsel and head of business & legal affairs of Exceleration Music), Elliott Peters (senior VP, global business at Empire), Jason Peterson (CEO of Cinq Music/GoDigital Media Group) and Reed Watson (co-owner of Single Lock Records).
“With these new executive committee and advisory board members, we are confident in our ability to advocate for the needs and interests of independent record labels,” adds Burgess. “I am honored to work alongside this exceptional team to support and celebrate the power of independent music.”
Headquartered in New York City, A2IM exists to support and strengthen the independent recorded music sector, and celebrates the scene by organizing the annual A2IM Libera Awards.
A2IM’s current board of directors:
A2IM’s current board of directors:Tony Alexander – MIME (Made In Memphis Entertainment)Nabil Ayers – Beggars GroupMariah Czap – Yep Roc Music GroupDee Diaz – Reach RecordsWilson Fuller – Merge RecordsMary Jurey – Blue ÉlanHeather Johnson – FiXTTony Kiewel – Sub PopHays Rudolph – SecretlyVictor Zaraya – ConcordZena White – Partisan
Advisory board members:Kristin Epstein – Screenwave MediaSteve Kline – Better Noise MusicJennifer Newman Sharpe – Exceleration MusicElliott Peters – EmpireJason Peterson – Cinq Music/GoDigital Media GroupReed Watson – Single Lock Records.
With Taylor Swift’s re-recorded version of Speak Now topping the Billboard 200 albums chart and achieving the biggest week of 2023, the singer has pitted her new versions against the original versions she released through Big Machine Label Group in 2010. That could be seen as another blow for Shamrock Capital, which purchased Swift’s Big Machine catalog in 2020. But if Swift thought her re-recordings would erode the performance of the Big Machine originals, she was wrong — for the most part. The original versions owned by Shamrock did well through 2022 and haven’t shown much clear evidence of attrition until 2023, according to Billboard’s analysis of Luminate sales and streaming data in the United States.
Through 2022, Swift’s Big Machine catalog has performed roughly in line with industry trends. Take Swift’s 2008 album Fearless, for example: It generated on-demand audio streams of 230.5 million in 2019 and 345.3 million in 2022 — an increase of 49.8% over three years. Had the album’s streams grown in line with the industry’s annual growth in on-demand audio streams — 48.3% from 2019 to 2022 —Fearless would have had 341.9 million on-demand audio streams. That’s only a 1% variation.
The original version of Swift’s 2012 album Red did even better than Fearless, generating 283.5 million on-demand audio streams in 2019 and 484.7 million on-demand audio streams in 2022, about 19% greater than what would be expected. Had the album’s streams grown in line with the industry’s annual growth in on-demand audio streams — 17.3% in 2020, 12.7% in 2021 and 12.2% in 2022 — Red would have had 420.6 million on-demand audio streams.
At the same time, Swift’s re-recordings have done phenomenally well. Since the beginning of 2021, the three Taylor’s Version albums have accounted for 3.88 billion on-demand audio streams to the original versions’ 2.86 billion on-demand audio streams. The actual numbers are even more skewed in the Taylor’s Versions’ favor since the re-recordings of Speak Now were released on July 7 of this year and have a brief streaming history. Since 2021, Red (Taylor’s Version) has generated 2.6 times more on-demand audio streams than the original version, while Fearless (Taylor’s Version) has about 1.9 times as many on-demand audio streams.
All the work Swift did to promote her re-recordings, as well as the success of her Republic Records albums and her current U.S. tour, may have also helped sales of the original Big Machine catalog. The original version of Red has sold more albums — 26,000 — through week 28 of 2023 than in all of 2022 and is already close to surpassing sales numbers for calendar years 2019, 2020 and 2021. Speak Now has also surpassed last year’s album sales and is on track to beat annual sales from 2019 to 2021.
Of course, Shamrock does not enjoy the spoils of the three albums of re-recordings. Through week 28 of this year, Speak Now (Taylor’s Version), Fearless (Taylor’s Version) and Red (Taylor’s Version) have sold 2.23 million units in the United States. But these couldn’t be considered sales that were lost to Shamrock. Whether or not Swift re-recorded the three albums, Shamrock would benefit only from the sales of the original versions. And so far, it doesn’t appear the Taylor’s Version albums are crowding those out.
Streaming is a different story, though. There is some evidence that the Taylor’s Version reissues have led to a decline in streams for the original Big Machine albums. In the 18 weeks before the release of Red (Taylor’s Version) on Nov. 11, 2021, the original version averaged 9.7 million on-demand audio streams per week. In the 18 weeks after Red (Taylor’s Version) was released, the original version’s weekly on-demand audio streams declined 41% to 5.7 million.
And despite putting up decent streaming numbers through 2022, the original versions of Fearless and Red have underperformed expectations in 2023. The overall market’s on-demand audio streams grew 13.5% in the first 28 weeks of 2023. Had Fearless matched the market’s growth, the album would have generated about 296 million streams through week 28. Instead, the original version of Fearless had roughly 162 million streams — more than 45% below expectations. Red performed better but was also off the market’s pace. Through week 28, the original version of Red had 181.6 million on-demand audio streams — about 14% below expectations.
While the original versions have held up fairly well in purchases and, until this year, on-demand audio streams, the biggest loss is probably the lack of synch opportunities. Swift’s re-recordings have been used in a Match.com ad in 2020 (“Love Story [Taylor’s Version]”), the movie Spirit Untamed in 2021 (“Wildest Dreams [Taylor’s Version]”) and the movie DC League of Super-Pets in 2022 (“Bad Blood [Taylor’s Version], the only song from the album 1989 that has so far been re-recorded).
Ultimately, however, Swift’s re-recordings may be more responsible for her consumption boom than the original Big Machine versions. Swift’s annual on-demand audio streams more than doubled between 2019 and 2022 — from 3.12 billion to 7.85 billion. If she continues her current pace, her on-demand audio streams will increase more than 74% in 2023. The re-recordings have added to the deafening buzz around her Republic Records albums. The Big Machine originals are merely along for the ride.
Shamrock did not respond to Billboard’s request for comment on this story.
In April, Myke Towers landed his third top 10 on Billboard’s Top Latin Albums chart with his fourth studio album, La Vida Es Una, which debuted at No. 9 on the tally. It was Towers’ third straight top 10, an impressive showing despite the fact that it landed below his previous album, 2021’s Lyke Myke, which had debuted at No. 3. The 23-track set also boasted a lighter, more island sound, a departure for the Puerto Rican reggaetón star — a versatile artist who can definitely sing, but who is best known for party reggaetón tracks and hard-hitting lyrics on his trap fare.
La Vida Es Una included collaborations with reggaetón giants like Ozuna, J Balvin and Daddy Yankee, who is featured on the first focus track, “Ulala,” which hit No. 1 on Billboard’s Latin Airplay chart. But the set’s biggest success has come not via a collaboration, but with a solo track — “Lala,” a lilting, romantic reggaetón whose chorus plays over a vocal loop of “Lala, lala, lala,” turning it into an irresistible invitation to dance.
So irresistible, in fact, that this week, a full four months after the album’s release, “Lala” surged from No. 13 to crown Billboard’s Global Excl. U.S. chart (dated July 22), becoming Towers’ first leader on the list.
The song’s rise has been remarkable in its swiftness. “Lala” entered the charts for the first time when it debuted at No. 25 on Latin Rhythm Airplay less than two weeks ago. Last week, it debuted at No. 50 on Hot Latin Songs, at No. 26 on the Billboard Global 200 and at No. 13 on the Billboard Global Ex-U.S. chart. Then, in a single week, it shot to No. 1 on the latter.
How did this happen? “Music discovery has no time frame, and once a track gets into the online conversation it’s our job to jump in and maximize that buzz to turn it into a hit,” says Alejandro Duque, president of Warner Music Latin America, who has oversight of the label’s U.S. Latin and Latin American operations. Duque, who took over the job two years ago after 19 years with Universal, is, at 40, the youngest head of a Latin multinational music company. He’s also been firmly embedded in the digital landscape, an area he’s worked in since the early 2000s when Latin music began its digital transition. That intimate knowledge has allowed him to deeply mine data to bolster hits.
“Everyone has the same data,” he told Billboard last year. “You have to know how to interpret it. Having experience in data tendencies and how consumers behave lets you apply that to marketing and release strategies.”
Duque’s successes interpreting data include Anitta’s “Envolver” and, most recently, Yng Lvcas’ “La Bebe Remix” featuring Peso Pluma, which topped the Latin and Latin Rhythm Airplay charts and has spent 20 weeks on the Global 200 chart, peaking at No. 2. In Towers’ case, the success is particularly sweet because the artist had three previous top 10s on the Global Ex-U.S. chart, all collaborations. To get to the No. 1 spot solo is a feather on Duque’s cap, in tandem with Towers’ joint management team, with Orlando Cepeda and Brandon Silverstein sharing duties through their separate offices. And it earns Duque the title of Billboard’s Executive of the Week.
Here, Duque spoke to Billboard about how this “Lala” of a love song became a global success in a single week.
La Vida es Una came out in March. Why is “Lala” rising to the top four months later?
In mid-June, a micro-influencer posted a CapCut filter with “Lala’s” audio, which kicked things off. That post was organically picked up by a couple of major influencers, which led to even more users making their own creations with it — right now, we’re seeing thousands of creations daily. This was an enormous music discovery opportunity. People weren’t just listening to the snippet on social media, they started searching for the track on streaming platforms and fully engaging with it.
When did you realize “Lala” was a hit in the making?
We see tracks going viral on social media on almost a daily basis, but not all of them lead to an effect on streaming. The way we see it is that TikTok and other social media platforms help generate awareness and buzz around the songs — and it’s all about creating the curiosity that will get people wanting to explore more and listen to the music or watch the music video. Once people are exposed to the song, it becomes about whether they will like it, share it and keep engaging with it. Once we saw “Lala” started translating very quickly from TikTok creations to YouTube views and audio streaming, we knew people were connecting to the song itself and not just the trend.
Are there any specific countries that led the charge?
The micro-influencer that helped kick off the CapCut trend is from Chile, which was one of the key countries that led the initial growth. Spain has been a key country for the song since its release, and it was also one of the first countries to see the growth alongside the trend. After that, we started seeing numbers come up in Colombia, Peru, Mexico and then the U.S. We’re now seeing the track expand to other parts of Europe and gaining new chart positions in countries like Italy and Switzerland. We strategically use data to understand the growth trajectory and which countries we should impact next, as each song has its own trajectory and requires a customized strategy.
What exactly do you do?
Music discovery has no time frame, and once a track gets into the online conversation it’s our job to jump in and maximize that buzz to turn it into a hit. It’s a very similar strategy we used with Yng Lvcas and Peso Pluma’s “La Bebe Remix,” where we identified which countries were connecting with the song first — through consumption data, but also social listening and engagement — and kept expanding our targets until the track hit No. 2 globally.
Did you have a global strategy with the song?
Yes. We always approach key releases with a regional and global strategy, and we rely on data to adjust as we go. Our strategy here started before La Vida Es Una’s release, with teaser and album launch campaigns across countries where Myke has a strong audience, especially the U.S., Latin America and Spain. After release day, we’re constantly monitoring how fans are engaging with the music on different platforms. That’s why we were able to identify what started out as a small trend so quickly and were able to jump into action and maximize the growth as much as possible.
“Lala” is not simply reggaeton; it has a swaying island vibe, too. What does this signal in the evolution of urban Latin music?
For a while, reggaeton was the Latin genre dominating the global charts. This year, we’re seeing different types of Latin songs connecting with a global audience — from songs like “Lala,” which has a more island sound, to “La Bebe Remix,” which is a Mexican reggaeton track reaching No. 2 on Spotify’s Global Chart and the Billboard Global 200. The Argentinian urban movement is also making an impact. We have a massive record with “Los Del Espacio,” a song from Lit Killah with seven other key Argentine artists including Maria Becerra and Tiago PZK. The track reached No. 17 on the Billboard Global 200. People have talked about the explosion in Latin music for years, and rightfully so, but today we are really seeing an unprecedented diversity in the hits coming from across the region.
What comes next for Myke Towers?
We’re very excited, there’s a lot of surprises coming up. From big general market collaborations to a few Latin ones, we continue to focus on building his reach and audience and growing his fan base every day.