For the first time, Skrillex hits No. 1 on Billboard's Social 50 chart. The tally 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.
With buzz surrounding his name and the rise of electronic dance music (EDM) in America, Skrillex has managed to amass a massive online following by staying true to his fans by not abandoning his explorative use of unconventional sounds in favor of making pop records. His sincerity has seemingly paid off -- he jumps 4-1 on the Social 50 this week, in his 54th week on the chart.
Skrillex's Canadian Full Flex Express Tour kicked off on July 13 in Toronto and features some of the biggest names in EDM: Diplo, Grimes, Tokimonsta and Pretty Lights (among others).
As EDM has an amicable and mutually beneficial communal aspect, artists really support one another's music to help build each other up and that's certainly the case with Skrillex and the artists he's on tour with. Diplo and Skrillex are frequent collaborators, and Pretty Lights and Tokimonsta have experienced big surges in online activity leading to appearances on our Uncharted tally -- Billboard's up and coming artists chart.
On July 10, Skrillex -- demonstrating aforementioned EDM community promotion -- posted a remix to one of his songs by Birdy Nam Nam to his official YouTube channel, helping the French DJ Crew draw attention to its album "Jaded Future" which dropped July 17. The video for "Goin In" (Skrillex "Goin' Hard" Mix) has garnered 1.7 million views since its release, contributing to 11.8 million overall plays for Skrillex during the charting week (an 8% gain). The attention boosted his fan base as well, with over 213,000 fans added during the week across Facebook, Twitter and Youtube.
As for other acts making moves on the Social 50 this week:
Pitbull generated significant online gains, but from the least likely of reasons: An online promotion gone bad. When a co-branded social media campaign between Walmart and Sheets Energy Strips promised to send Pitbull to the Walmart with the most Facebook likes, "Boston Phoenix" writer David Thorpe decided to rally the Internet behind his own campaign: exile Pitbull to Alaska.
With the help of various online communities, like Reddit, the message was able to spread to earn the Kodiak, Ala., Walmart over 70,000 likes, causing them to win the contest. (The Kodiak Walmart is the most remote Walmart in the United States.) Pitbull followed up with a video, demonstrating that he is a class act by simply stating "I will go anywhere in the world for my fans," even inviting the perpetrators of the prank to come along with him.
They say no publicity is bad publicity, and the prank caused Pitbull to swing 16-4 on the Social 50, returning to the top 10 by earning 324,000 overall fans during the week.
Elsewhere, Carly Rae Jepsen continues to build, rising 45-22 with a 4% gain in Twitter follower acquisition contributing to 208,000 fans across Facebook, Twitter and Myspace. "Call Me Maybe" continues to dominate the Hot 100 and the On-Demand Songs chart as the most popular song, and her single with Owl City ("Good Time") currently sits at No. 10 on Hot Digital songs.
Both Chris Brown and Flo Rida continue to experience Social 50 gains coinciding with recent album releases. Flo Rida rises 32-24 as "Wild Ones" descends to the No. 24 spot on the Billboard 200 this week, and Brown rises 15-9 as "Fortune" slips 1-4.
The Wanted finally make its Social 50 debut at No. 44 -- six months after its Hot 100 arrival with "Glad You Came." During the charting week, the British act gained 72,000 new fans across Facebook and Twitter. The group's new single "Chasing the Sun," meanwhile, rises 70-53 on the Hot 100.
As for the rest of the top 10, Bieber climbs 3-2 as Rihanna dips 1-3. One Direction -- after launching its official Tumblr on July 14 (http://onedirection.tumblr.com/) -- rises 7-4 and Katy Perry falls 2-5. She's right above Adele who holds at No. 6. Nicki Minaj stays put at No. 8 for the week while Jennifer Lopez brings up the rear, rising 17-10.