YoungBoy Never Broke Again’s MASA Tour Explodes His Catalog on Streaming — Particularly These Two Hits

Welcome to Billboard Pro’s Trending Up newsletter, 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: YoungBoy Never Broke Again sees buzz from his arena tour carry over to his streaming totals, while excitement over Hilary Duff’s live return and Gavin Adcock’s growing list of artist beefs also results in catalog gains.

YoungBoy Never Broke Again’s MASA Tour Lifts Back Catalog, Led By ‘Nevada’ & ‘Shot Callin’ 

This summer, YoungBoy Never Broke Again became the rapper with the most Billboard 200-charting albums in history, and his current MASA Tour is boosting streaming activity for his entire catalog. The week before the tour kicked off in Dallas, Texas (Aug. 22-28), YoungBoy’s catalog earned 128.1 million official on-demand U.S. streams, according to Luminate. By the following week (Aug. 29-Sept. 4) — which only accounts for the first night of the tour (Sept. 2) — that figure jumped by nearly 13% to a little over 144.4 million official streams. After performing the next batch of shows, YoungBoy’s catalog streams leapt a further 28% to over 184.8 million official streams. 

Of his catalog, which includes 104 Hot 100 entries, “Nevada” and “Shot Callin” seem to be the buzziest tracks. A fan favorite from 2021’s Sincerely, Kentrell, “Nevada” has risen 137% in streaming activity over the past two weeks. Prior to the tour (Aug. 22-28), the track was pulling 2.1 million official weekly streams. After the first four shows (Sept. 5-11), “Nevada” logged over 5.09 million official weekly streams. 

“Nevada” may be a relatively older YoungBoy track, but “Shot Callin” proves his more recent releases are also experiencing streaming boosts. A promotional single from Masa, “Shot Callin,” has jumped 142% in streaming activity over the past two weeks. Prior to the tour (Aug. 22-28), the track was pulling 1.53 million official weekly streams. After the first four shows (Sept. 5-11), “Shot Callin” logged over 3.7 million official weekly streams. 

With three albums currently on the Billboard 200, expect YoungBoy’s catalog to continue rising in streams as his MASA Tour approaches its Nov. 12 conclusion. — KYLE DENIS 

So Tomorrow: Excitement Over Hilary Duff’s Return to Recording Leads to Catalog Spike

Billboard reported last Tuesday (Sept. 9) that cross-platform ‘00s star Hilary Duff would be making her recording comeback. The actress and pop star, who found major ‘00s success as both the star of Disney’s The Lizzy McGuire Show and as the artist behind the blockbuster Hollywood Records release Metamorphosis (with hit singles “So Yesterday” and “Come Clean”), has continued to act on television, but hasn’t recorded an album since 2015’s RCA-released Breathe In. Breathe Out. 

There’s no timetable for a new LP release, but she has now officially signed to Atlantic Records — and will be taking part in a planned documentary series about her return to recording, directed and executive produced by Sam Wrench, helmer of Taylor Swift’s Eras Tour concert film. According to a press release, the series will “chronicle Duff’s long-awaited musical return and personal journey, offering an unfiltered vignette into Hilary’s world.”

Excitement over Duff’s return to pop spread quickly throughout the internet, and now has resulted in streaming gains for her back catalog. After amassing just under 370,000 official on-demand U.S. streams for the three-day period before her announcement (Sept. 6-8), that number ballooned to 601,000 for the following period (Sept. 10-12) — a gain of 62%, according to Luminate. — ANDREW UNTERBERGER

TikTok Lip-Sync & Dance Trends Boost New Kevin Gates Single 

From “Me Too” to “Thinking With My D—k,” Kevin Gates has emerged as one of TikTok’s favorite MCs. The love is still there for his new single, “I’m a Dog,” which has recently taken over most FYPs. 

Released on Aug. 14, the “I’m a Dog” trend kicked off with this Aug. 25 TikTok from user @jamesisntnice. Timed to the chorus of the song, that initial video has amassed over 6.8 million views to date, kicking off a lip sync trend that soon morphed into a dance trend sparked by this Aug. 28 TikTok from user @ke1seannn. On TikTok, the official “I’m A Dog” sound boasts over 209,000 clips. On Sept. 14, Gates posted a TikTok with the “I’m a Dog” sound that included a cameo from popular streamer iShowSpeed, which has garnered just under two million views. 

During the week of Aug. 22-28, “I’m a Dog” earned over 565,000 official on-demand U.S. streams, according to Luminate. By the following week (Aug. 9-Sept. 4), that figure exploded by 129% to over 1.29 million streams. Last week (Sept. 5-11), streams for “I’m a Dog” once again rose, this time by 86% to over 2.4 million streams. Over the past two weeks, “Dog” has jumped over 327% in streaming activity, making for a notable burgeoning hit from the Baton Rouge MC. — KD

Zach Bryan Feud Results in Streaming Gains for Gavin Adcock

Prolific country singer-songwriter Gavin Adcock has been enjoying a breakout 2025, with his Own Worst Enemy album reaching a career-best No. 14 peak on the Billboard 200 and its single “Last One to Know” marking his first-ever entry on the Billboard Hot 100. He’s also made headlines for antagonistic on-stage comments about Beyoncé’s Cowboy Carter country bonafides and about acclaimed Texas singer-songwriter Charley Corckett, which have added to his national profile. But his latest feuding partner might end up being his most profitable: Americana superstar Zach Bryan. 

Adcock seemingly made disparaging comments about Bryan back in July, after the latter had caught some internet heat for a dismissive, since-deleted TikTok comment he made in response to a fan who’d expressed disappointment in Bryan for not signing them a post-show autograph. Bad blood apparently swelled between the two artists until this past weekend, when both were playing at the Born and Raised Festival in Pryor, Oklahoma, and Bryan scaled a fence in an ostensible attempt to fight Adcock before the latter’s festival set — with video of the near-altercation going viral online shortly after. (The two were quickly separated and never came to blows.) 

The increased publicity from the back-and-forth appears to be benefitting Adcock: In the two days following the not-quite-incident (Sept. 14-15), he racked up a combined 7.8 million official on-demand U.S. streams, according to early data provided by Luminate. That’s a 10% gain — representing over 680,000 streams — from his totals in the equivalent period the prior week. As he gets closer and closer to A-list status on his own, there’s no telling which star Adcock will stir the pot with next: Post Malone? Shaboozey? Taylor Swift? – AU