A potent potion of feminism, fierceness, and fly cinematics have seen Jennifer Lopez‘s new video ‘Ain’t Your Mama’ clock up millions of views.
Details on the visual’s out of the gate success below…
Less than three full days since its release, the clip (which takes a powerful yet tongue-in-cheek approach to pushing gender equality) has amassed over 11 million views on VEVO.
It’s a remarkable feat given that the song debuted a month ago, had its initial boom and cool trajectory, and has largely been absent from radio.
From where we’re standing, it’s yet more proof that there’s still ample power in the “music video” medium – especially in an industry that remains all sorts of ageist.
With streaming factoring heavily into where songs place on the chart, could ‘Mama’ be set to best its current peak on the Hot 100 (#92)?
It certainly seem so; the song managed such charting with 1.8 million US streams in its first week and decent (but not huge) digital sales.
With ‘Mama’s retail numbers on the upswing (floating in and out of iTunes top 50) and streaming this big, a re-peak seems inevitable. It’s a situation which mirrors the smart video-focal strategy employed to garner the singer’s recent success with the Iggy Azalea assisted ‘Booty’ – which peaked inside the top 20 of the Billboard Hot 100.
Again, many an older diva could and should pay close attention to J.Lo’s strategy. For, she’s winning at a game that has inherently been set-up to work against her at this stage of her career.