Has Hip-Hop found a new smash hit in Nicki Minaj‘s ‘Lookin Ass‘?
Let her naysayers tell it, the answer to that question is no. Alas, they’d soon find their voices blotted out by the 17.6 million streams the cut garnered on VEVO in the last week, going on to outperform Mariah Carey‘s latest release ‘You’re Mine’…launched on the very same day!
Even with the benefit of two music videos and a radio-dominating promotional campaign, Carey’s ‘You’re Mine (Eternal)’ still struggled to match the digital storm whipped up by Minaj’s ‘Ass’, released hours apart from each other.
How?
Well, as its cover art nabbed 140,000 likes on Facebook, the critically acclaimed piece pulled 17.6 million VEVO streams to the Rapper’s page on the outlet.
This, not including streams garnered on Alexander Ljung‘s ‘SoundCloud’ or Worldstar Hip Hop, where its video debuted on February 14th 2014.
Thanks to these numbers, Minaj rises 12 spots on Billboard’s ‘Social 50′, ranking the most popular artists on YouTube, Vevo, Facebook, Twitter, SoundCloud, Wikipedia, Myspace and Instagram.’
As it stands, the ‘Click Clack’ belle sits 16 spots above the aforementioned Carey, who spent her 61st non-consecutive week on the chart at #38.
In an age where ‘digital’s value rises with every passing day, it’s become quite apparent that even the most traditional of acts must now tailor their campaigns to meet its demands.
For, there isn’t enough spin in the world to defend the bomb that is Carey’s ‘Mine‘, currently being outperformed by a release that wasn’t armed with the bells and whistles she hoped would take it to the top.