Drake ascends the Social 50 chart this week, moving 33-20 after unexpectedly releasing a new track while initiating a small controversy. The track, entitled "5AM in Toronto," was released via Twitter as a sequel to "9am in Dallas," a track from his 2010 debut album Thank Me Later.
The Social 50 chart ranks the most popular artists on YouTube, Vevo, Facebook, Twitter, SoundCloud, Wikipedia, Myspace and Instagram. The chart's methodology blends weekly additions of friends/fans/followers along with artist pageviews, song plays and reactions.
"5AM" is rife with subliminal disses, most notably towards MTV and their Hottest MCs In The Game list (on which he placed at No. 5) as well as his falling out with singer and producer the Weeknd.
After being released to Drake's SoundCloud account on March 7, the track received 1.5 million plays since in a week. Conversation about Drake on Facebook bumped up 7%, leading to a hefty gain in weekly followers on the platform where Drake adds 96,000 new fans. Among all social channels, he posts an increase of 230,000 followers. Views of his new "Right Here" lyric video, which debuted two weeks ago, also support his rise in the tally as it accumulates 750,000 streams during the week, bringing the video's overall total to 2.7 million as of March 13.
Elsewhere on the Social 50, Pink Floyd re-enters at No. 29 from buzz generated around the 40th anniversary of the release of its seminal album The Dark Side of the Moon. The band's Facebook page promoted the anniversary with a sequence of tribute images featuring Dark Side's iconic prism cover. The activity generated a 311% rise in reaction on the platform, culminating in the addition of over 877,000 new Facebook fans.
Ed Sheeran's continued presence on the Social 50 chart is worth noting as well. He rises 46-39 in his 17th consecutive week in the tally, while also continuing to hover in the same lower bracket of the chart where he debuted (his highest position achieved to date is No. 29 the week of March 2). Sheeran has placed an emphasis on keeping his fans engaged online, beyond traditional music videos and frequent status updates, by posting weekly Tour Diary videos to his YouTube page.
Each five-minute long weekly video accumulates between 150,000 and 250,000 views over time, which is valuable towards keeping online fans engaged and maintaining the sustained Social 50 chart success that he has achieved thus far. With his rise to No. 39 this week, he gains 182,000 new fans across multiple platforms (up 7%) and his weekly video views continue to see an increase in viewership, receiving 3.8 million views (up 24%) during the charting week.
Back in the top 10, Justin Bieber remains at No. 1 while Rihanna (3-2) and One Direction (4-3) ascend in the rankings over Britney Spears (2-4). Justin Timberlake climbs (7-5), and is expected to continue to climb once his The 20/20 Experience album is released on March 19. Taylor Swift tumbles (5-6) as Beyonce climbs (10-7) over Nicki Minaj (6-8) and Bruno Mars (8-9) while Eminem slides into the No. 10 slot (9-10).