How these Obscure Releases Became Streaming Hits
While we might see singles as the champions of artists' catalogues, every now and then, a back catalogue gem is uncovered – a track that wasn’t released as a single, or perhaps didn’t fare well on their first try. This week, we’re looking at how these gems have risen to prominence, and experienced a rebirth in streaming success.
A Helping Hand from Algorithms
For Pavement, their unlikely hero was the 1997 track ‘Harness Your Hopes’, which recently began rising to prominence on Spotify. The track’s popularity became an intriguing mystery for many – a B-side that was initially released on the band’s CD-only version of their ‘Spit On A Stranger’ EP. In 2008, it was released as part of the reissue of ‘Brighten The Corner’ - prompting a second chance for the track.
Earning over 28 million plays to date, the track saw a significant rise in prominence from 2017 – which happens to be the same year that Spotify switched on its autoplay feature. With the help of Spotify’s algorithm, a previously unsung hero became Pavement’s most streamed track, with its popularity expanding outside of Spotify, to Apple Music, YouTube and even TikTok.
Youtube and Subcultures
Not all audiences are tailored by algorithms of course. The Greek mythology-themed ‘Achilles Come Down’ was released as part of Gang Of Youth’s 2017 album ‘Go Farther In Lightness’, but was recently picked up by YouTube user artemisa, who boasts a significant following, thanks to members of the Dark Academia subculture.
Thematically, ‘Achilles Come Down’ found its perfect fit and was delivered to a subculture with a particular interest in Greek mythology. Three years after release, the track is featured as one of the band's most popular tracks on Spotify, and just this week hit the US Viral 50 charts on Spotify.
Another particularly interesting trend on YouTube is the popularity of obscure music being resurfaced by users, with the help of algorithms. Whether it’s unsuspected ambient or older music, tracks are increasingly being pushed to the front, in spite of their obscurity.
An upload of 'Plastic Love’ by Japanese artist Mariya Takeuchi play count sits over 48 million, despite the 1984 release previously being thought as a bargain-bin staple – proving that with algorithms on their side, any release can experience a resurgence in popularity.
Related Articles
After competing on American Idol and being signed then dropped, by Sony, Miami-born, Cuban American singer-songwriter Sammy Arriaga has fast become one of the most interesting musicians of the Web3 world.