Welcome to Billboard Pro’s Trending Up column, where we take a closer look at the songs, artists, curiosities and trends that have caught the music industry’s attention. Some have come out of nowhere, others have taken months to catch on, and all of them could become ubiquitous in the blink of a TikTok clip.
This week: Guests on Zach Bryan’s latest blockbuster LP see gains in their own streams, while a dance challenge resurrects one of the few “minor” Rihanna hits and a rising South African artist enjoys a breakout moment.
The War and Treaty See Biggest Gains From Zach Bryan Bump
As you may have heard, Zach Bryan rules the Billboard charts this week (dated Sept. 9), with his self-titled album besting the Billboard 200 while the set’s lead single, “I Remember Everything,” debuts atop the Billboard Hot 100 — his first No. 1 on both charts. That song features Grammy-winning singer-songwriter Kacey Musgraves, one of four guest artists on the set, all of whom are up in official on-demand U.S. streams the week following the album’s well-received release.
Musgraves and fellow star guest the Lumineers both see modest streaming gains for their catalogues — respectively up 8% to 6.2 million and 5% to 18.4 million, according to Luminate — while Sierra Ferrell’s work is up just 2%. But the biggest beneficiary from Zach Bryan is easily Americana duo The War and Treaty, whose streaming numbers more than double from 138,000 to 278,000 following their appearance on the set’s “Hey Driver” (which is also the album’s second-highest debut on the Hot 100 this week, bowing at No. 14).
Combined with the good news they got this morning about The War and Treaty receiving its first nomination at the CMA awards (for vocal duo of the year), it’s been a very good week for the married couple Michael Trotter Jr. and Tanya Trotter. – ANDREW UNTERBERGER
If It’s Streaming That You Want: Dance Trend Revives 18-Year-Old Rihanna Single
As fans continue to wait for Rihanna’s full-length follow-up to 2016’s Billboard 200-topping Anti, they’re turning to the very beginning of her discography to quench their thirst. Thanks to a viral TikTok dance trend created by professional dancer Brett Sewell, “If It’s Lovin’ That You Want” — the second and final single from Rihanna’s 2005 debut album — has posted sizable streaming gains.
According to Luminate, “If It’s Lovin’ That You Want,” which peaked at No. 36 on the Billboard Hot 100, has earned over 251,000 official on-demand U.S. streams between September 1-5, a whopping 172% increase from just over 92,000 streams between August 25-29. Filled to the brim with hip rolls galore, Sewell’s choreography has quickly dominated TikTok. His original video has garnered over 8.2 million views and 1.1 million likes since it was first uploaded on Aug. 25. The accompanying TikTok sound currently boasts over 141,900 posts.
After 18 years, “If It’s Lovin’ That You Want” seems to finally be getting its proper due after spending nearly two decades in the shadow of “Pon De Replay.” – KYLE DENIS
TikTok Spurs Tsunami of Streaming Gains for Tyla’s “Water”
2023 has seen its fair share of breakout artists across genres, and with the latest eye-popping streaming gains for “Water,” South African singer and dancer Tyla is looking to add her name to that list.
According to Luminate, “Water,” the follow-up to her Ayra Starr-assisted amapiano summer hit “Girl Next Door,” has earned over 932,000 official on-demand U.S. streams between September 1-5, a staggering 198% increase from just over 312,000 streams between August 25-29. The boost is even more impressive considering “Water” posted 121,000 streams for the whole tracking week of Aug. 11-17.
A booty-centric dance trend spawned from the song’s official live performance choreography has quickly taken over TikTok, resulting in such explosive growth for the track. Tyla herself has actively encouraged and participated in the trend, reposting fans giving their best attempt at her hypnotic choreography — water bottle and all. The official TikTok sound for “Water” currently boasts over 49,300 posts. Tyla’s most viral video featuring the song and its choreography has earned 2 million likes and over 17.4 million views on the platform.
With an official music video still on the horizon, “Water” is perfectly positioned to continue growing into what could become Tyla’s biggest worldwide hit yet. – KD
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