The dust from the impact Justin Bieber's "Boyfriend" video release two weeks ago hasn't settled yet.
In the digital age of remix and re-appropriation of content, activity around a particular release isn't just limited to listening and viewing: it has expanded to include fan participation through creation. Bieber thrives off of this, and Ryan Seacrest has recognized it as well. In turn, Seacrest's official Web site (ryanseacrest.com) recently launched a Bieber-off contest, in the hopes of finding the best fan-created cover of "Boyfriend."
Several of the artists that regularly frequent the Billboard Social 50 chart have taken to YouTube to participate in the competition. 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.
Popular YouTube coverband Cimorelli (comprised of six sisters) have jumped in with their own rendition and have made it past the first Bieber-off cutoff along with MattyB and previous Social 50 resident Tyler Ward.
Cimorelli's cover of "Boyfriend" and traffic generated from Ryan Seacrest certainly helped the posse to climb 20-9, breaking the Social 50's top 10 for the first time. However, it's their collaboration with pint-sized rapper MattyB that put them over the top.
Released May 9, their video spoof of Carly Rae Jepsen's "Call Me Maybe" broke 1,500,000 views in less than a week, and helped contribute to a 16% change in overall plays that generated 29,712 new Facebook and Twitter fans. Because the video was posted to MattyB's channel, the 9-year old benefitted as well, experiencing a 22% increase in plays during the charting week.
Elsewhere on the Social 50, Jennifer Lopez continues to escalate her social status, rising 10-8 after performing her collaboration with Pitbull, "Dance Again," on "American Idol" during the charting week. Lopez experienced a 10% increase in overall plays as a result. Skrillex rises 4-3, acquiring 249,628 fans during the charting week when he announced he would be headlining Canada's Full Flex Express Tour.
As for the rest of the Top 10, Bieber and Adele hold fast at Nos. 1 and 2 respectively while Rihanna falls 3-4. One Direction remains at No. 5 while Nicki Minaj climbs 7-6 and Billboard Music Awards performer Katy Perry rises 8-7. Lastly, Shakira drops 6-10.