Carly Rae Jepsen finally creeps her way onto the Billboard Social 50 chart this week with a No. 44 debut. The arrival comes after she performed on and won Video of the Year at Canada's MuchMusic Video Awards on June 17.
The Social 50 chart ranks the most popular artists on YouTube, Vevo, Facebook, Twitter and MySpace, using a formula that blends weekly additions of friends/fans/followers along with weekly artist page views and weekly song plays.
Though Jepsen's "Call Me Maybe" single is ubiquitous -- and is arguably one of the biggest viral hits of the year -- the tune's massive social buzz hadn't been enough to push Jepsen herself onto the Social 50 chart until this week. (Overall, the greatest contributing factor to her Social 50 debut was a 268,000 jump in overall new fans, a 20% rise over last week.)
However, Jepsen isn't the only artist that has seen little Social 50 success, despite an across-the-board smash single. She's one of at least three developing acts that are experiencing the same inequality in social standing versus song popularity.
fun., which claimed a No. 1 Billboard Hot 100 single with "We Are Young," has yet to dent the Social 50. This comes after 89 million views of its official video on YouTube in addition to well over 50 million views of other permutations of the track.
The band has so far built a fanbase of 578,000 "likes" on Facebook, but hasn't been able to break into the Social 50. Jepsen, by comparison, has over 1.1 million fans on Facebook.
Gotye -- of "Somebody That I Used to Know" fame (another Hot 100 No. 1!) -- also hasn't been able to parlay the smash single into the sustained online activity that we've seen with Jepsen.
While Gotye did chart on the Social 50, he has only spent seven weeks on the list, peaking at No. 41. His Facebook audience (we're comparing the acts' fans via Facebook for simplicity's sake) has only reached 942,000 fans.
If all three hit singles were smashes -- and massively popular on social networks such as Facebook, YouTube and the like -- why are their artists hobbled when it comes to the Social 50 chart? The most likely answer is that consumers were seeking out each song -- not the artist. Arguably, Jepsen is no longer just "the singer of that 'Call Me Maybe' song, but an artist who is quickly establishing a large enough social presence as an actual personality.
As for the rest of the Social 50 chart, we have a new No. 1 this week, as Katy Perry claims the top spot for the first time. Perry received a whopping 104% boost in overall plays from the debut of the video for "Wide Awake" (more than 18 million views thus far). Perry was also helped to No. 1 by the continuing buzz surrounding the upcoming premiere of her film "Katy Perry: Part of Me" on July 2.
Perry was able to overshadow the online activity generated by the debut of Justin Bieber's (2-4) album "Believe" and the continuing social awareness of Linkin Park's (5-3) set "Living Things." The latter hit stores on June 26.
As for the rest of the Top 10, Adele (3-5) and Skrillex (4-6) tumble as Nicki Minaj continues to hold fast at No. 7 for the 5th week in a row. One Direction (9-8) flip-flops with Cimorelli (8-9) as Lady Gaga brings up the anchor, holding at No. 10.
Your Favorite Martian, the animated music brainchild of popular YouTube video reviewer Ray William Johnson, is the greatest overall gainer on the chart rising 34-14 after releasing a cover of Eminem's (18-12) "Love The Way You Lie" (featuring Rihanna). The video release contributed to 4.6 million total views to Your Favorite Martian's YouTube channel, a 42% increase over last week.
Rapper Mac Miller re-enters at No. 50, coinciding with his newest single release "Missed Calls." It has received over 1.5 million YouTube hits since its bow and spurred a 18% boost in Miller's overall fan acquisition during the charting week.
Sisters-turned-YouTube cover stars Megan & Liz re-enter at No. 48, as two successful covers have assisted in their steady accumulation of online followers. The pair released their versions of Ellie Goulding's "Lights" (712,000 views) and Perry's "Wide Awake" (376,000) in the past two weeks.