Wiz Khalifa shoots up the ranks of Billboard’s Social 50 chart , leaping 42-6 as online buzz stirred around the highly publicized birth of his and Amber Rose’s baby, Sebastian, who was born on Feb. 22.
“Daddy time,” reads a pre-delivery photo of Khalifa  dressed head-to-toe in hospital scrubs, which he posted on Instagram during the chart tracking week. The photo has received more than 300,000 likes to-date and helped him to add 216,000 fans on the photo-sharing platform last week. Khalifa’s ascent up the tally is also due to the amount of conversation about him on Facebook, where a 152% rise in chatter about the rapper gave way to the addition of 159,000 new fans during the week (up 26%).
One Direction uses the debut of a new video to drive traffic its way, as well as build awareness for a charity. On Feb. 20, the boys released a mashup cover of Blondie and the Understones’ hits, “One Way or Another (Teenage Kicks),” which generated 14.9 million views during the chart week, adding to the total of 41 million plays the group’s VEVO channel received in that span (up 37%). The activity leads to a 8-3 rise for One Direction on the Social 50.
The act took a low-budget, DIY approach to the video, which was created to raise money for a worthy cause. “Comic Relief [is] a British charity that do[es] amazing work helping people all over Africa and in the UK living with really tough lives,” explains group member Zayn Malik in the video’s intro. “So, instead of spending a load of money on a music video, we decided to make it ourselves while we were on tour and give the money we saved to Comic Relief,” continues bandmate Harry Styles.
Shot using handheld cameras in hotel rooms, airports and busses, the clip even features a cameo by British Prime Minister David Cameron. The red noses the boys don in the video are a tribute to the 25th anniversary of Red Nose Day, a Comic Relief fundraising event.
The resulting increase in online social metrics was across-the-board. One Direction experienced a gain of 66,000 new followers on Instagram (up 360%), 181,000 new fans on Facebook (up 16%, led by a 54% increase in conversation about the group on the platform) and 171,000 new Twitter followers (up 32%).
Rounding out the Social 50’s top 10, Rihanna holds steady in the No. 1 position for a 20th total week on top; Britney Spears bounds 4-2; Justin Bieber slides 2-4; and Taylor Swift dips 3-5.
Below Khalifa, Justin Timberlake rises 9-7, reaching his highest position to-date; Selena Gomez makes a top 10 re-entry (13-8) as buzz continues to build around her upcoming theatrical release, “Spring Breakers”; Beyonce descends 5-9; and Bruno Mars slides 6-10.