British electro-rock act the xx rides a wave of online activity to a reentry on Billboard's Social 50 chart, returning to the list (No. 27) for the first time in over a year.
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.
Eager fans of the xx flocked to the group's various online outlets in the past week, following its performance of "Angels" on TBS' "Conan" (July 24). It's the first single from the group's sophomore album, "Coexist," which is slated for release on Sept. 11. The spark of online activity propels the xx to a reentry on Billboard's Social 50 chart at No. 27. It's the first time the band has been on the chart since they last ranked on the April 2, 2011 tally.
"Angels" was first released July 16 on the band's official Facebook page via YouTube and has since received two million views. After the performance on "Conan," The xx earned a 38,000 boost in overall plays across YouTube and VEVO channels -- a gain of 65% compared to the previous week. Overall, the attention garnered the act 14,000 new fans across Facebook and Twitter during the charting week.
Lana Del Rey also made a notable move on the Social 50 this week as well. She re-enters at No. 42 after releasing the latest video from her album "Born To Die." The video for "Summertime Sadness" dropped on July 20 and has since accumulated three million views on YouTube -- much of that occurring during the charting week.
So far, the clip is off to a much better start than her last video, "National Anthem," which featured the up-and-coming Harlem-based rapper A.S.A.P. Rocky. In less than two weeks, "Summertime Sadness" has already garnered more than half of the views "National Anthem" managed to gain in its first full month of release (5 million to date).
For the week, Lana Del Rey gained 69,000 new fans across Facebook and Twitter after "Summertime Sadness" caused a 32% increase in weekly video views for her YouTube channel.
Elsewhere, Demi Lovato rises 41-24 after her album "Unbroken" was featured as Amazon's MP3 Daily Deal on July 22. The daily deal, promoted through Amazon and Lovato's Facebook page, offered the set for $0.99. The promotion caused a spike in activity to occur on July 22, correlating with a 57% increase in weekly profile views for the week, and giving way to an 8% rise in weekly Twitter follower acquisition.
Pink also makes a charge on this week's Social 50 (46-25) as a pre-order offer for her upcoming album, "The Truth About Love," hit the front page of iTunes on July 24. Also on that date, Pink released the official track listing for the album. The attention helped lead to a 186,000 rise in overall fans across Facebook and Twitter for the week.
As for the rest of the top 10, Justin Bieber returns to the No. 1 slot (3-1) as Rihanna slips down (1-2), as does Katy Perry (2-6). Don Omar makes a big jump, returning to the top 10, with a 47-3 move. It's not unusual to see Omar make wild leaps up and down the chart -- as it has happened in the past. That said, during the charting week, Omar posted the link to his most recent music video on VEVO "No Sigue Modas" (aka "Ella No Sigue Modas") on his Facebook page, directing fans to the video that first debuted on June 22, thus causing a surge in activity. Omar's presence has also been lifted due to his web-based reality TV show, "Meet The Orphans, On the Road" that he has also been heavily promoting on his Facebook page.
Jumping forward are Lady Gaga (13-5), Taylor Swift (8-7), Nicki Minaj (9-8) and Adele (7-4). Eminem's big leap back into the top 10 (20-9) is generated by online activity by his Shady Records label, and its promotion of the upcoming Slaughterhouse album.
Closing out the top 10 is Shakira, who ascends one position to No. 10.