State Champ Radio Trending Up
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Though it’s only January, the third episode of HBO’s post-apocalyptic survival series The Last of Us is already certain to end 2023 as one of the most acclaimed TV episodes of the year. The tearjerking episode, which focused on a decades-spanning love story between two new characters, has been rapturously received in nearly all corners of the media and the internet — and has also led to another streaming success story, this time for Rock and Roll Hall of Famer Linda Ronstadt.
Ronstadt’s devastating ballad “Long, Long Time,” which served as her breakout solo hit on the Billboard Hot 100 when it reached No. 25 in Oct. 1970, is showcased multiple times in the episode. It appears first in renditions by actors Murray Bartlett and Nick Offerman, when they find the sheet music with an old piano owned by Offerman’s character, then as Ronstadt’s original version at the end of the episode, when the show’s main characters (played by Pedro Pascal and Bella Ramsey) find a cassette with the song in a car formerly belonging to Offerman’s character.
Unsurprisingly, the success of the show (and of the episode in particular, also titled “Long, Long Time”) has led to the song taking off in both streaming and sales. From Jan. 28 (the day before the episode) to Jan. 30 (the day after), the song jumped from under 8,000 daily official on-demand U.S. streams to nearly 149,000, and from a negligible number of daily sales to over 1,500 — spikes of 1,776% and 13,782%, respectively, according to Luminate. It’s still a ways from re-charting on the Hot 100, but with its sales and streams still looking to be rising days after the episode’s premiere, it should be in contention for debuts on a couple of Billboard charts next week.
It’s not the first time The Last of Us has resulted in big gains for an older track: After Depeche Mode’s “Never Let Me Down Again” was featured as an ominous radio transmission at the end of the show’s first episode, the song rose 220.5% in daily streams. With “Long, Long Time” now experiencing even greater gains, it seems that The Last of Us is gonna be the show to watch for 2023 when it comes to generating high-profile synch moments with lucrative payoffs for the artists (or writers) involved.
Welcome to Billboard Pro’s Trending Up column, where we take a closer look at the songs, artists, curiosities and trends that have caught the music industry’s attention. Some have come out of nowhere, others have taken months to catch on, and all of them could become ubiquitous in the blink of a TikTok clip. This week: Miley Cyrus’ runaway 2023 hit leads to gains not only for her whole discography but for a fellow ’10s superstar’s own 2013 smash, Sabrina Carpenter takes the next step towards crossover pop success, and Baby Tate has a TikTok breakout with an old song that interpolates a much older song.
“Flowers” Success Pollenates Miley Cyrus‘ Whole Back Catalog (And One Bruno Mars Hit)
Miley Cyrus‘ “Flowers” is in bloom on the Billboard Hot 100 this week, becoming just the second single in her storied pop career to top the chart, and her first to debut on top. It does so with some of the most spectacular first-full-week numbers of the decade so far: 52.6 million streams, 70,000 digital song sales and 33.5 million radio airplay audience impressions, according to Luminate.
But it’s not just the Columbia-released “Flowers” that’s blossoming this week — Cyrus’ entire back catalog is growing in the sunlight of her new release. Even without accounting for “Flowers,” Cyrus’ discography is up from 20.7 weekly million official on-demand U.S. streams in the tracking week ending Jan. 12 to 34.2 million the following week (ending Jan. 19), a 65% gain.
Read more in our full article on Miley’s streaming boom (and its Bruno Mars spillover) here.
Sabrina Carpenter Nails Down a Breakout Hot 100 Hit
Six months after releasing her Island Records debut Emails I Can’t Send, Sabrina Carpenter has her biggest hit from the pop project. “Nonsense” debuts at No. 75 on this week’s Hot 100 after making a pronounced impact on streaming charts since the beginning of 2023, and its weekly streaming totals are quickly rising.
“Nonsense,” on which Carpenter sings about feeling so flustered around a significant other that she gets tongue-tied, started going viral on TikTok over the past month. Credit goes to a combination of a sped-up version of the rhythmic pop-rock track and a cheeky dance routine set to its second verse (“I’m talkin’ all around the clock / I’m talkin’ hope nobody knocks / I’m talkin’ opposite of soft / I’m talkin’ wild, wild thoughts,” Carpenter sings). The song’s momentum was also helped by a well-choreographed live performance on Jimmy Kimmel Live! that was widely shared by pop fans around social media.
TikTok Cheers Along Baby Tate’s “Mickey” Reinvention
Choreographer-turned-accidental pop star Toni Basil topped the Hot 100 back in 1983 with “Mickey,” a gender-flipped cover of ’70s U.K. glam-rockers Racer’s “Kitty” turned into a cheerleading stomp-along (with help from an unforgettable music video, an early MTV staple). Atlanta rapper-singer Baby Tate introduced another step in the song’s evolution in 2016 with “Hey Mickey,” a bouncy trap banger keyed around a sultrier rendition of the classic “Mickey” hook.
“Hey Mickey” had limited commercial impact upon its release, but is making waves in 2023 thanks to — what else? — the song going viral on TikTok, with hundreds of thousands of videos of users miming along to its refrain, or posting it over various clip montages, with some videos receiving likes in the millions. It’s led to the song also detonating on streaming, with its weekly official on-demand U.S. streams growing from barely over 2,000 in mid-December to over 2.3 million for the week ending Jan. 19. And it’s still climbing — meaning Tate might be coming for Basil’s head “Mickey” cheerleader status soon enough. — ANDREW UNTERBERGER
PartyNextDoor Finds a PartyNineYearsAgo With Viral ‘Her Way’
Earlier this month, PartyNextDoor returned with “Her Old Friends,” a new single that followed the R&B star’s 2022 singles “No Fuss” and “Sex in the Porsche.” Yet none of those recent tracks are burning up streaming services quite like “Her Way,” the slinky cut from his 2014 project PartyNextDoor Two, which has gotten the sped-up TikTok treatment and soared back into the public consciousness.
Over the past month, “Her Way” has increased its weekly U.S. on-demand streaming total by nearly tenfold — 498,000 streams during the week ending Dec. 22, up to 4.93 million streams during the week ending Jan. 19, according to Luminate. PND himself is playing into the revival: days after releasing “Her Old Friends,” the singer-songwriter released an official “Her Way [Sped Up]” version of the track. With more music expected from PartyNextDoor this year, “Her Way” could serve as an unexpected lead-in to a potential new project. – JASON LIPSHUTZ
Six months after releasing her Island Records debut Emails I Can’t Send, Sabrina Carpenter has her biggest hit from the pop project. “Nonsense” debuts at No. 75 on this week’s Hot 100 after making a pronounced impact on streaming charts since the beginning of 2023, and its weekly streaming totals are quickly rising.
“Nonsense,” on which Carpenter sings about feeling so flustered around a significant other that she gets tongue-tied, started going viral on TikTok over the past month. Credit goes to a combination of a sped-up version of the rhythmic pop-rock track and a cheeky dance routine set to its second verse (“I’m talkin’ all around the clock / I’m talkin’ hope nobody knocks / I’m talkin’ opposite of soft / I’m talkin’ wild, wild thoughts,” Carpenter sings). The song’s momentum was also helped by a well-choreographed live performance on Jimmy Kimmel Live! that was widely shared by pop fans around social media.
“Nonsense” earned 5.82 million U.S. on-demand streams during the week ending Jan. 19, according to Luminate — a 66% spike from the previous week’s streaming total. As a result, the track has become the first Hot 100 hit off of Emails I Can’t Send, and Carpenter’s second career entry on the chart, following the 2021 single “Skin” (No. 48 peak).
“The success of ‘Nonsense,’ and the album Emails I Can’t Send as a whole, exemplifies Sabrina’s innate ability to write and perform bold pop songs, capturing large audiences alongside viral growth,” says Jackie Winkler, VP of A&R at Island, in a statement to Billboard. “It’s been hugely rewarding to witness this song come to life from the earliest demo form, to the live show, to the mainstream charts, all while solidifying her mark in pop musical culture.”
Emails I Can’t Send became Carpenter’s highest-charting entry on the Billboard 200 album chart in July, as the former Disney Channel star’s first LP in three years debuted at No. 23 on the tally. A North American headline tour in support of the album kicks off on Mar. 16.
Click here to read why Emails I Can’t Send was one of the Billboard staff’s favorite albums of 2022.
Miley Cyrus‘ “Flowers” is in bloom on the Billboard Hot 100 this week, becoming just the second single in her storied pop career to top the chart, and her first to debut on top. It does so with some of the most spectacular first-full-week numbers of the decade so far: 52.6 million streams, 70,000 digital song sales and 33.5 million radio airplay audience impressions, according to Luminate.
But it’s not just the Columbia-released “Flowers” that’s blossoming this week — Cyrus’ entire back catalog is growing in the sunlight of her new release. Even without accounting for “Flowers,” Cyrus’ discography is up from 20.7 weekly million official on-demand U.S. streams in the tracking week ending Jan. 12 to 34.2 million the following week (ending Jan. 19), a 65% gain.
Some of the major gainers from Cyrus’ catalog include her enduring classics like “Wrecking Ball” (up from 1.9 million to 3.0 million, a 59% gain), “Party in the U.S.A.” (3.5 million to 4.8 million, 35.4%) and “We Can’t Stop (1.4 million to 2.0 million, 46.3%). One of the biggest beneficiaries was her most recent lead single prior to “Flowers”: “Midnight Sky,” from 2020’s Plastic Hearts (1.7 million to 3.2 million, 88.8%).
And the “Flowers” boost has also spread to a catalog smash by another top 40 household name of the past decade-plus: Bruno Mars. His 2013 Hot 100-topping ballad “When I Was Your Man” has been cited by popwatchers on social media as a likely inspiration for the lyrics to “Flowers,” with the latter’s chorus seeming to be in response (or at least in conversation) with the refrain to the former. (Mars: “I should’ve bought you flowers”; Cyrus: “I can buy myself flowers.”)
Evidently, the chatter over the relationship between the two songs — with fans further speculating that the reference is a subtle dig at Cyrus’ ex Liam Hemsworth, as he supposedly once dedicated the song to Cyrus following their first breakup in 2013 — also inspired fans to go back and listen to Mars’ original. “Your Man,” always a productive streamer, rose from 4.5 million to 5.3 million in weekly official on-demand streams for the week ending Jan. 19, a 19.5% gain.
If The 1975 wanted to find love for one of their earliest hits, then they know what the secret weapon is: a co-sign from the biggest pop star in the world, via a live rendition at their own concert.
Taylor Swift, who has long shared a mutual appreciation with the U.K. alt-pop quartet (and who may have even worked with them on still-unreleased Midnights sessions), made a surprise appearance at the first of their two headlining gigs at London’s O2 Arena last Thursday (Jan. 12). She played an acoustic version of her Billboard Hot 100 chart-topper “Anti-Hero” — technically the song’s live premiere — and then treated 1975 fans to a solo cover of “The City,” the group’s first-ever single and a highlight of their self-titled 2013 debut album.
Unsurprisingly, the performance — which enraptured social media and made headlines around the world — led to a considerable bump in consumption for The 1975’s original “City.” The song’s daily official on-demand U.S. streams nearly quadrupled from last Wednesday (Jan. 11, the day before the concert) to the following Friday — from 13,000 to 49,000, a gain of 276%, according to Luminate. The daily streams fell back from there, but still remained in the 20,000s, well above where it was before it got the Swift bump.
As for “Anti-Hero,” the other song Swift played — well, it probably doesn’t need any additional exposure to help its streams at this point. But it does hold on for an eighth week at No. 1 on the Hot 100 this week, making it her longest-running No. 1 to date.
Did you know that Depeche Mode‘s 1987 Music for the Masses single “Never Let Me Down Again” was a Billboard Hot 100 No. 1 hit? Neither did we — in fact, our records show that the song actually peaked at No. 63 in Feb. ’88 — but according to HBO’s new post-apocalyptic drama series The Last of Us, it’s one of the songs featured in Fred Bronson’s essential The Billboard Book of Number One Hits compendium, which characters on the video game adaptation play over the radio in order to send coded messages to fellow survivors.
Regardless of its chart peak, the use of Depeche Mode’s dark synth-rock classic in the pilot episode’s chilling final scene — an ’80s song is meant in the show’s universe as a message of trouble — inspired many of the new video game adaptation’s millions of viewers to go play it themselves. “Never Let Me Down Again” more than tripled in official on-demand U.S. streams overnight, from 26,000 on the day of the premiere (Jan. 15) to 83,000 the next day — a gain of 220.5%, according to Luminate. (Depeche Mode even helped welcome the newly interested by adding a “Heard on Episode 1 of The Last of Us” parenthetical to the title of the song’s official YouTube video.)
Of course, when you start talking about minor crossover hits from the ’80s alt-pop underground being revived by blockbuster TV shows in 2023, all minds naturally go to Kate Bush and Stranger Things. The song has a long way to go still before showing that kind of renewed impact just yet — but it’s certainly a message that when it comes to catalog hits being given new life by dramatic TV syncs, a lot of artists are going to want to be taking a ride with The Last of Us.
The month of M3GAN — the camp-horror film starring a robot doll who’s more sinister than she first appears — marches on, with winning box office receipts and a newly announced sequel. Meanwhile, M3GAN is slicing her way into the music world as well, with a mini-revival of David Guetta and Sia’s 2011 hit “Titanium.”
Midway through the film (minor spoiler), M3GAN croons the pre-chorus and hook of “Titanium” to comfort Cady (played by Violet McGraw), her human companion, after a traumatic incident. The out-of-nowhere serenade makes for one of the more memorable moments in M3GAN, and theatergoers have sought out the original version of “Titanium” — as well as a new, stripped-down take on the song, cleverly dubbed “Megan’s V3rsion,” that Sia released days after the film’s Jan. 6 premiere.
During the film’s first full week of release, the original “Titanium” rose 4.6% in weekly U.S. on-demand streams, to 1.6 million, according to Luminate. “Titanium” originally peaked at No. 7 on the Billboard Hot 100 and became a commercial breakthrough in the U.S. for Sia, as the acclaimed Australian singer-songwriter would go on to find solo success with hits like “Chandelier” and “Cheap Thrills.”
On Jan. 9, Sia, sensing a M3GAN-led revival of the song, unveiled “Titanium (Megan’s V3rsion),” a piano rework that recalls M3GAN’s demon-doll balladry (although, sadly, does not feature any of her vocals). “Megan’s V3rsion” has earned 226,000 U.S. on-demand streams to date, a figure that’s separate from the streams of the original “Titanium,” according to Luminate.
While M3GAN creeps toward a $100 million global box office gross, a sequel, titled M3GAN 2.0, was announced with a Jan. 17, 2025 release date. If the character of M3GAN is simply a Sia fan, which single does she belt out in the sequel? “Wild Ones”? “Elastic Heart”? We’ll find out in two years.
Welcome to Billboard Pro’s Trending Up column, where we take a closer look at the songs, artists, curiosities and trends that have caught the music industry’s attention. Some have come out of nowhere, others have taken months to catch on, and all of them could become ubiquitous in the blink of a TikTok clip. This week: Miley Cyrus and Dolly Parton reap streaming benefits from their much-watched New Year’s Eve special performance, Gracie Abrams eyes her first crossover hit after a valuable Netflix synch and the recently convicted Tory Lanez hits the Hot 100 for the first time in a couple years.
Miley & Dolly’s Classic Singles Rise After the Ball Drops
Miley Cyrus is about to kick off a new era with the release of “Flowers,” the lead single to her forthcoming album (and Columbia Records debut) Endless Summer Vacation. Two weeks before the scheduled debut of “Flowers,” however, Cyrus kicked off a new year alongside her godmother Dolly Parton, as the host of Miley’s New Year’s Eve Party on NBC, ringing in 2023 on network television with hits, covers and medleys of both.
Cyrus has been covering Parton’s “Jolene” in concert for years, so naturally it made sense to belt out the classic single (which is turning 50 this year!) alongside the legend who wrote and recorded it. “Jolene,” which Cyrus and Parton sang after warbling some of Patsy Cline’s “Walkin’ After Midnight” together on New Year’s Eve, received a bump on streaming services last week as a result, with a 29.6% increase in U.S. on-demand streams (up to 1.71 million), along with a 57% bump in digital sales, in the week ending Jan. 5, according to Luminate.
“Wrecking Ball,” which Cyrus and Parton sang together on the show before segueing into Parton’s “I Will Always Love You,” fared even better. Cyrus’ first career Billboard Hot 100 chart-topper (which is turning 10 this year!) scored a 44.5% rise in streams during the same week, up to 1.79 million for the week ending Jan. 5. “Wrecking Ball” also earned a digital sales increase of over 400% for that week.
Plus, Cyrus used Miley’s New Year’s Eve Party as the network TV platform to announce “Flowers,” dropping a pair of teasers in between hosting and performing duties as 2023 got underway. Widely announcing an upcoming single while also causing an older hit’s streaming revival — now that’s an enviable way to flip the calendar. – JASON LIPSHUTZ
Ginny & Georgia Doesn’t “Miss” With Gracie Abrams Synch
Interscope’s Gracie Abrams has steadily built a devoted fan base — and a reputation as your favorite singer-songwriter’s favorite singer-songwriter – over the past few years, but has yet to score the sort of crossover hit enjoyed by some of her more famous supporters. That may be changing with the recent streaming growth of her tear-jerking ballad “I miss you, I’m sorry,” a highlight from her 2020 debut EP, Mirror. The song got a big showcase moment in the finale of the Jan. 5-released second season to Netflix’s hit dramedy Ginny & Georgia, playing over a lovelorn montage of Ginny (Antonia Gentry) and her on/off romantic interest Marcus (Felix Mallard), both getting emotional while separately looking at old photos of the couple together.
As more viewers connected with the finale’s sentimental moment, the song has climbed steadily in streams – from 54,000 daily on-demand official U.S. streams on Jan. 5 to 81,000 by Jan. 8, according to Luminate, a gain of 50%. That number looks to still be growing in the days since, as fans of both Abrams and Ginny & Georgia have begun to spread it on TikTok and other social platforms. The increased exposure should be coming right on time for Abrams, who is set to release her long-anticipated debut full-length, Good Riddance, via Interscope on Feb. 24. – ANDREW UNTERBERGER
Tory Lanez Returns to Hot 100 Following Trial Guilty Verdict
While Tory Lanez awaits sentencing after being found guilty on three felony counts in the 2020 shooting of star rapper Megan Thee Stallion, he returns to the Hot 100 with his first new entry on the chart since the year of the assault.
“The Color Violet,” a Weeknd-reminiscent pop&B track from his 2021 One Umbrella release Alone at Prom, slowly developed into a prolific streaming hit over the course of 2022, and climbs 22.2% to 5.5 million in weekly official on-demand U.S. streams for the week ending Jan. 5, according to Luminate. While the song does not yet have a radio presence of any kind, as programming directors are likely reluctant to publicly support the disgraced singer-rapper at this point, streaming audiences have not been so dissuaded – and their embrace of “Violet” earns it a No. 87 bow on the Hot 100 this week. — AU
Welcome to Billboard Pro’s Trending Up newsletter, where we take a closer look at the songs, artists, curiosities and trends that have caught the music industry’s attention. Some have come out of nowhere, others have taken months to catch on, and all of them could become ubiquitous in the blink of a TikTok clip. This week: Glass Onion: A Knives Out Mystery reveals gains for its titular Beatles cut and other soundtrack favorites, Yellowstone‘s Luke Grimes takes a step towards stardom in a second medium and a decade-old Miguel hit may be gearing up for another chart run.
‘Glass Onion’ Hits Streaming, Boosts Music Streams for… “Glass Onion”
“Looking through the bent-backed tulips/ To see how the other half lives/ Looking through a glass onion,” Paul McCartney sings on The Beatles’ White Album classic “Glass Onion.” There are some subtle clues to the plot of Glass Onion – the latest Knives Out mystery, a Netflix smash since its Dec. 23 release – in the lyrics to “Glass Onion,” which plays over the end credits of the film.
Maybe listeners wanted to revisit “Glass Onion” after hearing it during the movie’s finale to parse its lyrics and try to further unlock the puzzle box of a plot, or maybe they were simply they were reminded by the movie how much “Glass Onion” rules. Regardless, the 1968 song experienced a huge uptick in streams during the film’s first week of wide availability — as have some other ’60s and ’70s tracks used in director Rian Johnson’s crowd-pleasing mystery.
“Glass Onion” experienced a 167% increase in weekly U.S. on-demand streams during the week of Dec. 23-29, according to Luminate, jumping to over 160,000 streams after earning a little over 60,000 the previous week. Meanwhile, David Bowie’s “Star” — which is used to soundtrack a memorable dance sequence featuring Kate Hudson’s character (no spoilers here, we promise) — was up 60% during the same week, reaching 32,000 U.S. on-demand streams. And The Bee Gees’ “To Love Somebody,” featured in its original version in the film, scored a 37% bump, up to nearly 259,000 streams in the week ending Dec. 29.
A third Knives Out film has already been confirmed, although its title has yet to be announced. After the original Knives Out in 2019 was named after a Radiohead song, and Glass Onion was titled as a Beatles reference, we’ll see if the next installment also features a shared song title — but if it does, rest assured that that song will get a streaming boost of its own during its Netflix premiere week. – JASON LIPSHUTZ
The ‘Yellowstone’ Bump Continues Growing – Even for Its Own Cast
We’ve written before in Trending Up about how effective the Paramount+ smash Western melodrama Yellowstone has been in lending streaming and sales bumps to its more prominently featured synchs. Americana star Zach Bryan has been one of its biggest beneficiaries, with his songs included across multiple seasons – in December, Bryan’s “The Good I’ll Do” (from his Belting Bronco/Warner-released breakout album American Heartbreak) debuted in the top five of Billboard’s Digital Song Sales chart after inclusion in a Season Five episode.
That trend continues this week, with Bryan’s “Tishomingo” ballad showcased in the show’s mid-season finale on Jan. 1 – resulting in a 90.4% rise in daily official on-demand U.S. streams to 115,000 for Jan. 2, according to Luminate. (The song also sold over 1,000 digital songs from Jan. 1 to Jan. 2, after selling a negligible number the two days before.)
More interesting, though, is another artist seeing gains whose name will undoubtedly be familiar already to all Yellowstone fans: Luke Grimes, the actor who stars as Kayce Dutton on the show. Grimes recently launched a country music career with debut single “No Horse to Ride” (Range Media/Mercury Nashville) and the love song was similarly featured on the drama’s midseason finale – receiving a 67.7% bump to 109,000 daily official on-demand streams for Jan. 2, and also combining to sell over 1,000 digital songs for Jan. 1-2. (Perhaps for Stranger Things’ fifth and final season, its musically inclined cast should take from Grimes’ example and push for similar synch placement – anachronisms be damned.) – ANDREW UNTERBERGER
You Can Bet That: Miguel’s “Sure Thing” Gets Biggest Viral Boost Yet
A little over a decade ago, Miguel broke through as a crossover star thanks to his swoon-worthy R&B single “Adorn,” which peaked at No. 17 on the Billboard Hot 100 in 2012 and was nominated for song of the year at the 2013 Grammys. Yet one year earlier, the singer-songwriter’s neo-soul single “Sure Thing” became his first Hot 100 top 40 hit (off ByStorm/Jive debut release All I Want Is You), and his first chart-topper on the R&B/Hip-Hop Songs tally. Now, “Sure Thing” is surging back into the public consciousness, and introducing the R&B star, who hasn’t released an album in over five years, to the TikTok generation.
“Sure Thing” has bubbled up a few times over the past three years thanks to versions both slowed-down and sped-up. However, the song has experienced its biggest revival to date over the past month or so, thanks to a new wave of sped-up takes on the song that started in November, and is now climbing the daily charts on various streaming platforms — today, No. 22 on Spotify’s Daily Top Songs USA listing, and No. 55 on the Apple Music U.S. daily Top 100 tally.
During the week ending Dec. 1, “Sure Thing” earned 4.58 million U.S. on-demand streams, according to Luminate; that total grew to 6.80 million for the week ending Dec. 29, a 48% bump from that earlier number. Meanwhile, other songs from 2010’s All I Want Is You are taking off to a smaller degree, with the title track and “Girl With the Tattoo Enter.lewd” both climbing in streams over the past month.
How high can “Sure Thing” climb? The coming weeks should demonstrate just how prolonged the song’s revival will be — but for Miguel, who hasn’t scored a Hot 100 hit as a lead artist since 2017’s “Sky Walker” featuring Travis Scott, the possibility of a chart re-entry for “Sure Thing” would make for a nice lead-in to a potential return to music in 2023. – JL
People Who Need “People”
Minneapolis singer-songwriter Libianca may be familiar to viewers of NBC’s The Voice as a Team Blake contestant from the show’s 21st season, but otherwise you might have heard her for the first time on TikTok the past month. That’s because her new Afrobeats-flavored song “People” is blowing up on the service, with thousands of users sharing videos of them relating to the song’s mentally wary lyrics (particularly its opening lines, “I’ve been drinking more alcohol for the past five days/ Did you check on me?”), and even R&B star Chris Brown posting that it “speaks volumes” to him.
“People” has since crossed over to other streaming platforms, rising 55.2% to 1.8 million on-demand U.S. streams for the chart tracking week ending Dec. 29, and hitting No. 5 on Billboard’s U.S. Afrobeats Songs chart dated Jan. 7 – indicating it may be a breakout hit to watch for over the first few months of 2023. – AU
Q&A: Taryn Lacroix, Spotify’s Associate Manager, Artist & Label Partnerships, on What’s Trending Up in Her World
What was your biggest takeaway from the 2022 Spotify Wrapped rollout compared to previous years?
Spotify Wrapped has existed in some form since 2015, and this was our biggest year yet from both the artist and fan perspectives. It’s become so highly anticipated that the chatter online starts to build well before its surprise launch. Artists also want to get in on the fun — we saw record-breaking artist involvement this year, and were able to activate with some artists for the first time in our campaign, like Beyoncé and Britney Spears. When you have Elton John sharing his Artist Wrapped or Drake organically sharing his personal listening stats on socials, you know you’ve tapped into the cultural zeitgeist, which is always the most significant challenge as a brand.
Which new feature of Wrapped did you think was most successful?
This year we scaled our short-form video initiative called ‘Your Artist Messages,’ which are self-recorded videos from artists thanking their top fans on Spotify. With an ambitious goal in mind, we galvanized the music industry across the globe to record and upload videos via Spotify for Artists to reward top fans for streaming on Spotify. Artists from Taylor Swift to Måneskin to Dolly Parton to Lil Baby participated, reaching hundreds of millions of listeners on Spotify. When eligible listeners selected “Your Artist Messages” in their 2022 Wrapped hub on Spotify, they would see a personalized feed of videos from some of their favorite artists this year. This was a massive win, not only for the users’ experience, but for product development at large.
Looking at the top songs/artists/albums of 2022, which trend was the most personally interesting to you?
The longevity of Glass Animals’ “Heat Waves” domination is unparalleled. A viral indie pop song from 2020 was the No. 2 song globally in 2022, surpassing some of the biggest household names. It’s a feat to not only achieve a viral hit, but also to transcend it and maintain sustained relevancy. It’s a testament to the power of social media, combined with the fact that the appetite for catalog is only growing, which is a trend evidenced across the board with many of the most popular titles being released prior to 2022.
Fill in the blank: when it comes to exploring their Spotify Wrapped, not enough listeners are talking about their _______.
Audio Day descriptors. I need to know who else is channeling “upbeat gothic angst!” – JL
Season’s Gainings: What Are You Streaming New Year’s Eve?
Though the Christmas music season comes to an end shortly after the last present is unwrapped on Dec. 25, there’s still plenty of New Year’s holiday listening to be done as we turn the calendar over. Such themed songs saw a big streaming bump on Dec. 31 and Jan. 1, including Death Cab for Cutie’s “The New Year” (up 345% from Dec. 30 to Jan. 1, to nearly 40,000 official on-demand U.S. streams, according to Luminate), U2’s “New Year’s Day” (up 215% to nearly 75,000) and Taylor Swift’s “New Year’s Day” (up 333% to to 361,000). Hope you got your share of seasonal listening in while you could these holidays, since President’s Day and Groundhog Day don’t yet offer the same variety of soundtrack options. – AU
Welcome to Billboard Pro’s Trending Up column, where we take a closer look at the songs, artists, curiosities and trends that have caught the music industry’s attention. Some have come out of nowhere, others have taken months to catch on, and all of them could become ubiquitous in the blink of a TikTok clip. This week: Viewer fascination with HBO’s White Lotus spills over onto streaming, one TikTok user’s cosign changes a band’s commercial fortunes and Mac DeMarco fans get emotional over his (extremely unconfirmed) retirement.
Listeners Not Ready to Leave White Lotus Theme
One of the year’s most buzzed-about television seasons wrapped on Sunday (Dec. 11), as the much-anticipated finale of season two of HBO’s intriguing destination drama The White Lotus aired. Though none of the show’s many syncs — largely consisting of older Italian pop songs appropriate to its Sicily location — found viral success over the course of the season, the show has shown steady gains for its fan-favorite theme song, an elegant, lush and unexpectedly pulsing work from Chilean-born Canadian film and television composer Cristobal Tapia De Veer.
In the four weeks leading up to the chart week ending Dec. 8, weekly official on-demand U.S. streams of the striking theme (officially titled “Renaissance (Main Title Theme)”) rose from 82,000 to 283,000, according to Luminate — a 244% hike. After Dec. 11, viewers rushed to play the song like Lucia played Albie in the finale, with the song seeing a daily jump of 83% (from 53,000 to 97,000) on Monday. And though the White Lotus season is now over, interest in the theme may not be; it just received a new house remix from producer Enamour.
“Musta Been” a TikTok Endorsement Causing Próxima Prada to Go Viral
For all the random reasons a song can explode on TikTok, it seems pretty rare that it happens as a virtue of one user telling their followers, “Hey, listen to this song.” But that’s basically what happened with San Luis Obispo, Calif. band Próxima Prada and their unexpectedly viral song “Musta Been a Ghost,” which user Matt Firestone featured a short clip of in a video titled “Songs You Never Would Have Found Because Life Gets Really Busy Sometimes Part 2.” The video, posted on Dec. 9, ended up being over nine million times — leading to “Ghost” spiking from under 3,000 daily on-demand official U.S. streams to over 178,000 on Dec. 12, according to Luminate, a whopping 5,884% gain.
“I love how @fuego.stine (a guy we had never met or spoken to) made this short, simple video about our song and it went viral,” the band wrote on their Instagram page of the feel-good surge. “Real people sharing our music with other real people is how we’ve been able to slowly but surely grow. SO THANK YOU!”
Fans Have a “Heart to Heart” Over Mac DeMarco Retiring (Or Not)
Mac DeMarco has always performed well on streaming, but recently the indie singer-songwriter-guitarist’s 2019 track “Heart to Heart” (from Here Comes the Cowboy) has proved particularly explosive — doubling its weekly official on-demand U.S. streams over the last two weeks to 939,000, according to Luminate, and even making its way onto Spotify’s Daily Top Songs USA chart for Dec. 12 and 13. Look for the song on TikTok, and you’ll find thousands of videos of emotional conversations being set to the song, many with captions (or users in the comments) bemoaning rumors of DeMarco’s retirement from music, whispers of which have swept through social media the past few weeks.
Is there any truth to them? Probably not — at least not officially, as DeMarco hasn’t announced anything besides some postponed tour dates while he works on his upcoming album, and there’s little sourcing on the internet for news of his supposed music-industry departure beyond anonymous quotes. But the whisper-down-the-lane effect of social media appears to have helped him score another viral hit, which should make for a nice early retirement gift if and when he does decide to hang up his six-string.
