Drake ties the Beatles for most simultaneous Hot 100 hits thanks to disruptive marketing
How did the guy in the wheelchair from Degrassi tie the most legendary band of all time? Two words: disruptive marketing.
Fifty one years ago, the Beatles charted 14 songs simultaneously on the Hot 100. Today, they share that title with Drake, the exceptionally likable, easily meme-able rapper who’s surprise mixtape “If You’re Reading This It’s Too Late” took social media by storm two weeks ago. The impressive feat comes with two caveats: one, the chart’s rules have changed significantly since the Beatles did it on April 11, 1964; two, Drake is the lead act on ten titles and featured on four; the Beatles were leads on all of their hits. Back when the Beatles did it, the chart was based around the sale of singles. Today, it is much more robust — an evolution that matches the dynamic nature of 2015’s music industry. In 2005, the Hot 100 began to track digital downloads and since then, several songs have been able to achieve 80-to-90 position jumps thanks to sudden digital availability. After the restructuring, the chart’s dynamics drastically changed but it wasn’t until 2013 when the charts introduced YouTube and Spotify plays that the system became so easily-manipulated. Billboard was tracking streaming data as early as 2007 but didn’t incorporate Spotify and YouTube plays until 2013. It’s the change the sparked the career of Baauer whose “Harlem Shake” topped the charts thanks to a highly viral meme.
And now there’s Drake, the rapper turned popstar who sold 535,000 equivalent album units and tied The Beatles as one of the most popular artists of all time. How’d he do it? The formula was simple; bait the social sphere into pressing play. Drop a ‘surprise’ mixtape with a full length’s worth of tracks, stir up rumors that you did it to get out of a sour record deal, and watch the Spotify plays soar. Drake’s success is the perfect storm: a top quality product paired with genius social engineering. Like Beyonce, he’s the prototype for the new music industry — a place where disruptive marketing is king and the top of the charts are just a page view away.
Cause a stir, coax a play, top the charts. It’s a shame that they can’t track plays on vinyl.
Drake’s 14 simultaneous Hot 100 Hits (March 7, 2015)
No. 16, “Only,” Nicki Minaj featuring Drake, Lil Wayne & Chris Brown
No. 17, “Truffle Butter,” Minaj featuring Drake & Lil Wayne
No. 26, “Energy”
No. 49, “Tuesday,” ILoveMakonnen featuring Drake
No. 52, “Legend”
No. 58, “10 Bands”
No. 68, “Blessings,” Big Sean featuring Drake
No. 70, “Know Yourself” (debut)
No. 81, “No Tellin’ ” (debut)
No. 82, “Preach,” featuring PartyNextDoor
No. 83, “6 God” (debut)
No. 84, “Used To,” featuring Lil Wayne
No. 95, “Now & Forever” (debut)
No. 97, “6 Man” (debut)
The Beatles’ 14 simultaneous Hot 100 Hits (April 11, 1964)
No. 1, “Can’t Buy Me Love”
No. 2, “Twist and Shout”
No. 4, “She Loves You”
No. 7, “I Want to Hold Your Hand”
No. 9, “Please Please Me”
No. 14, “Do You Want to Know a Secret”
No. 38, “I Saw Her Standing There”
No. 48, “You Can’t Do That”
No. 50, “All My Loving”
No. 52, “From Me to You”
No. 61, “Thank You Girl”
No. 74, “There’s a Place” (debut)
No. 78, “Roll Over Beethoven”
No. 81, “Love Me Do” (debut)
Via: Billboard
Categories: News