“It’s become the new promotion strategy to instruct your fans where to listen to music.” “This is our way of fudging the numbers,” Suarez said. But since the chorus loop was close enough in likeness to the actual song - plays in both places counted.īasically, two streams for the price of one.
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That video, posted by Post Malone’s record label, had a link in the description to streaming platforms with the full track. “What they did was they created a YouTube video and it was only the song’s chorus, but the length of the video, was precisely the length of the actual song.” “One of the best examples I would say is Post Malone’s ‘Rockstar,” Suarez said. Almost half - about 46 percent - of all time spent streaming music happens on YouTube.Īnd artists’ record labels use this to their advantage. Songs from Post Malone, Cardi B, DJ Khaled, Kendrick Lamar, Migos, Rae Sremmurd and The Weeknd.Īnd it’s here that YouTube really comes into play. In 2017, seven of the 12 songs that held the number one spot on the Billboard Hot 100 were hip-hop and R&B songs. “It is also the predominant genre grouping on streaming platforms.” “Hip-hop is now the most consumed genre in the country. And for the first time, hip-hop stormed the charts. Eighty five percent of 13 to 15 year olds stream music regularly. And all of a sudden - a real time reflection of people’s tastes - especially youth. “I think for a lot of people they were still dubious about what streaming was going to mean.”īut streaming was here to stay. It looked at sales, radio play and, for the first time, streaming - on places like Spotify, YouTube and SoundCloud. In 2013 Billboard brought in a new formula to determine what’s popular. He’s written nearly 300 songs for famous Latin artists, including Tito Nieves, Celia Cruz, Danny Rivera and Cheíto González.īy the 2000s technology changed how we listen to music. Company sends gift, clerk marks down an album as selling higher than it actually did - and before long, they’ve got a hit on their hands.Īmadeo says he never caved because he is part of the music industry himself.
“Blessing me because I’m such a nice guy. ‘Send me kisses, gracias por la apoyo,’” Amadeo said. “If you read what it says there it’s ridiculous, you know. He says that was kind of a wink and nudge. “Like what happened with Selena, que dios la tenga en la gloria,” Amadeo said.Īmadeo points to a framed poster of Selena, one of the highest selling Latin artists of all time, sent from her record company. It was their paper and pencil way of tallying up what’s popular. “I used to write it, seal it, put a stamp on it and send it to them.”īillboard would process information from across the country and put together their charts. “Yeah, what’s the hit, what’s the record that’s selling the most,” Amadeo said.
Up until the mid ’90s, he used to get a phone call or an envelope in the mail every month from Billboard with a list of new music. Today, guitar strings and bongos keep the place afloat.įor the past 49 years, Mike Amadeo has run the store six days a week, nine hours a day. Yet this change is only the latest in a long history of the music industry tweaking their formula for what’s popular - and record companies changing their strategies accordingly.Ĭasa Amadeo in the Bronx is the oldest Latin music store in New York City. “The whole point of the Hot charts was to reflect what people were listening to, not necessarily what was making record companies money.” “You may have had two to three million plays of your song, but now it counts less on the Hot 100?,” said Gary Suarez, a music critic and writer. Each month.Īnd that will have a big impact for artists. Yet, 1.3 billion users stream music on Youtube. But here’s the thing - Apple Music has 30 million paid users. People with Apple Music or Tidal accounts will have a larger hand in determining American’s music taste, than people who stream music for free, on platforms like YouTube or SoundCloud. It’s a small change that holds immense impact for the future of pop music and record companies’ promotion strategies, as the music industry grapples with an increasingly digital future.
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Whether or not a song is a hit will soon depend more heavily on where people listen to it.īillboard has announced that plays on paid streaming platforms will get more weight in their Hot 100 ranking, than plays on free platforms.
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