Opinion / Rob Bound
Viral attraction
This week we learnt that the charts still matter. Who knew? Well, a bedroom pop star from Atlanta, Georgia, stage-named Lil Nas X (although his real moniker, Montero Lamar Hill, would suit most aspiring artists) knew and made off with the silver. This week his “Old Town Road”’ marked its 18th week atop the Billboard Hot 100, a new all-time record beating Mariah Carey and Boz II Men’s “One Sweet Day” from 1995 to 1996 and Luis Fonsi and Daddy Yankee’s “Despacito” from 2017. Who cares? This week another 17.5 million listeners did, as do most of the international music industry.
“Old Town Road” has an intriguing history of small beginnings and promo wildfire, making it a test case for “the little song that could”, as well as pay dirt for record labels. Lil Nas X bought the song’s beat, itself a sample of a Nine Inch Nails riff, from YoungKio, a small-time Dutch producer, for $30, wrote the simple-but-deadly two-minute song around it and uploaded it to the “country” section of Soundcloud to avoid it getting lost in “hip-hop”. The country chart said it wasn’t country enough and so the artist appealed online to Billy Ray Cyrus to guest on the track. Country enough for ya? Well, sure thang. Cyrus, not so busy of late, donned a pink rhinestone suit, gamely strummed along and then it went bananas online, aided by remixes suited to specific markets – dance by Diplo, country-trap by Young Thug and Mason Ramsey, K-Pop courtesy of RM, lead singer of mega boyband BTS. All of which means that, in its various guises, it has scored nearly a billion listens. And Lil Nas X – a young, gay, black man dressed as a cowboy – means more than just money to his label and his 999 million fans. Power to his (for now) tasselled elbow.