27/04/2022
CONGRATS BUT SORRY!!⚠️
In a dispensation where streaming and data analysis contributes heavily to an artist’s status/social capital, it is very important for me to highlight an interesting finding.
📢Just so you know – Shatta Wale in the last ONE YEAR has NEVER reached a million views on any YouTube video after releasing nearly over 40 songs on the streaming platform within the period.
In today’s music, hitting a million views in less than a week for (even) "second-tier" artists (i.e KiDi, Kuami Eugene, Joeboy, Fireboy, Rema, Ayra Starr) is a cakewalk; and for it to take our top-tier artist a year to hit this milestone clearly represents a limitation in his target group - and it is ⛔ALARMING⛔ (ahead of an upcoming GoG album).
More than two billion people use the site every month -and with YouTube being the world’s second most visited social media site and a tool for measure of the best performing Songs/Artists, it is only prudent for any active music Artist to prioritize driving content consumption on their channel.
Shatta Wale has finally broken the duck after a year with his first one million YouTube views (after two weeks🤦🏾♂️) from his latest Fan-army favorite; “ON GOD”. And this feat was only achieved from a conscious approach from his loyal (Montie 3) fans to “activate” the music.
Shatta Wale in several instances has trivialized the need/importance of “music activation” but the little innovative activity by (DreamLine, Flex K Germain, Shadrack Amonoo) should clearly teach him how important that captivating experiential activity drove consumer engagement and awareness of the song.
So I would acknowledge this 1million feat and also the “Montie 3", but really – guys, but you’re late to the party🤦🏾♂️😫
https://youtu.be/WMRfgQf6q7s
Credits: Ricky Tenneson