Despite new songs typically needing more time to climb the Spotify charts, Drag Me Down’s performance after being released on Friday (July 31) puts it comfortably ahead of established hits Lean On by Major Lazer (2.6m daily streams) and Can’t Feel My Face by The Weeknd (2.4m).
Drag Me Down is very much ‘one to watch’ on Spotify: not only did the band push fans direct to the Swedish streaming service on their social channels on Friday (as well as iTunes, where it also currently tops the chart) but a quick search for the track on YouTube yields little but bedroom cover versions and vlogger discussion.
This is significant, as it suggests that team 1D, across Modest! Management and Syco/Sony, is carefully orchestrating something of an experiment: a Spotify-led day one streaming campaign, tied with careful monitoring and take-down of UGC activity on YouTube.
Meanwhile, Spotify is doing its part, heavily promoting the track worldwide with a prominent banner ad on the ‘Browse’ area of the platform, as well as major playlisting support and regular social posts.
Drag Me Down is very much ‘one to watch’ on Spotify: not only did the band push fans direct to the Swedish streaming service on their social channels on Friday (as well as iTunes, where it also currently tops the chart) but a quick search for the track on YouTube yields little but bedroom cover versions and vlogger discussion.
This is significant, as it suggests that team 1D, across Modest! Management and Syco/Sony, is carefully orchestrating something of an experiment: a Spotify-led day one streaming campaign, tied with careful monitoring and take-down of UGC activity on YouTube.
Meanwhile, Spotify is doing its part, heavily promoting the track worldwide with a prominent banner ad on the ‘Browse’ area of the platform, as well as major playlisting support and regular social posts.
No comments:
Post a Comment