Billboard's 2018 Formula-Transformation of Holiday Music Charts
Dec 5, 2023 ·
2m 36s
In 2018, Billboard shook the music industry by re-weighting its chart calculations, giving significantly more power to streaming data. This shift, particularly the emphasis on paid and subscription-based streams, had...
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In 2018, Billboard shook the music industry by re-weighting its chart calculations, giving significantly more power to streaming data. This shift, particularly the emphasis on paid and subscription-based streams, had a profound impact on holiday music, both positive and negative.
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- Before 2018, holiday music sales, primarily physical and digital downloads, heavily influenced the charts. This favored established classics and artists with strong fanbases.
- The new formula changed the game. Streams, especially those on paid platforms like Spotify and Apple Music, became the dominant factor. This opened the door for new artists, niche genres, and even international holiday hits.
- Discovery and Diversity: The new system allowed for the discovery of lesser-known holiday songs and artists. Independent artists and diverse genres like Latin Christmas music gained visibility and chart presence.
- Global Reach: Streaming platforms have a global reach, allowing international holiday hits to break into the US market. This created a more diverse and culturally rich holiday music landscape.
- Longevity and Engagement: Streaming encourages repeat listens, potentially boosting the longevity of holiday songs on the charts. This can keep the festive spirit alive longer throughout the season.
- Gaming the System: Some artists and labels have adopted strategies to manipulate streaming data, creating artificial popularity and chart dominance for certain songs.
- Chart Saturation: The focus on streaming can lead to a few songs dominating the charts, limiting space for other deserving holiday tunes.
- Genre-Bending: The emphasis on streaming might favor generic pop-infused holiday music that appeals to broader audiences, potentially marginalizing traditional and culturally specific holiday songs.
- While the 2018 change sparked controversy, it's unlikely to be reversed. Streaming is king, and holiday music needs to adapt.
- Artists and labels need to find creative ways to promote their music and engage listeners on streaming platforms, focusing on quality and genuine connection.
- Platforms like Billboard can fine-tune their algorithms to better balance discovery with established popularity and prevent manipulation.
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