The New York Times’s Ben Sisaro wrote a really interesting piece about the ‘Call Me Maybe’ phenomenon. The ubiquitous hit that has been meme-ified via the countless fan vids, which has been very important to the songs growth. In the article Sisaro highlights how 2012 has been the first year that outsider hits have ruled the charts:
Only a year ago, the charts were dominated by stars who had come out of the old machine of radio and major-label promotion: Katy Perry, Rihanna, Adele, Maroon 5. This year’s biggest hits — “Call Me Maybe,” Gotye’s “Somebody That I Used to Know” and Fun.’s “We Are Young.” — started in left field and were helped along by YouTube and Twitter before coming to the mainstream media.
….Nearly two-thirds of teenagers listen to music on YouTube, more than any other medium, Nielsen said last week.
…..Mr. Bieber’s role in popularizing the song reflects the importance of both social media and old-fashioned celebrity promotion. On Dec. 30, 2011, he told his 15 million Twitter followers that “Call Me Maybe” was “possibly the catchiest song I’ve ever heard lol.”
To exploit the success of the single, which has sold eight million downloads around the world, Ms. Jepsen delayed the release of her album. Called “Kiss,” it will now be released next month, when she will also hit the road as an opening act for Mr. Bieber.
The song’s trajectory also demonstrates the continuing power of radio, which record executives say is still essential to turn any song — no matter how much online buzz it has — into a genuine smash.
…“Call Me Maybe” is a watershed case for the use of social media as a marketing tool, but the song’s success will be difficult to replicate — even for Ms. Jepsen as she prepares to release her album. No matter how hard a record company might push, popularity online depends on the enthusiasm of individual fans. (via NYT)