"Pretty much every day, there's a moment where I'm having to pinch myself and think, 'When did this happen to my life?'" she says. "What I really love about music is that, despite all this craziness the creative process remains the same. And that same exciting feeling that I had before anybody knew me, when I was just beginning to work on 'Call Me Maybe,' is the same feeling I had today with RedFoo from LMFAO. You can sense the people who really have it are about writing that right word or that right melody to make it lift and make you feel that perfect emotion."
When "Call Me Maybe" reached the apex of the Billboard Hot 100 on last week's chart, the achievement didn't feel like the coup of a top 40 newcomer as much as the long-expected coronation of the year's best pop song. In its 17 weeks on the chart, the song's synthesized strings and playful pangs of flirtation have seeped into the culture at large with an inescapable universality. It's been one can-you-believe-this and did-you-see-that moment after another. Bieber endorsed the song with a viral video in February, prompting thousands of YouTube users to follow suit with visual parodies, earnest covers, knockoffs and reinterpretations. Katy Perry covered the song, the Harvard baseball team danced to it, and Colin Powell belted it out on "CBS This Morning." All the while, its official music video has collected 121 million views on YouTube.
Pop radio caught the "Call Me Maybe" bug too. The song spends a second week atop the Mainstream Top 40 chart, with 126 million in all-format audience, according to Nielsen BDS. WHTZ (Z100) New York PD Sharon Dastur says that part of the reason Jepsen became the first woman to hit No. 1 with her first Mainstream Top 40 entry since Adele did so with "Rolling in the Deep" last year is because the song's performance on the iTunes singles chart gave PDs a better gauge of what people want to hear.
But Dastur also points to "Call Me Maybe" being part of a macro trend in pop: With the recent success of singles by previously unfamiliar acts like fun., Gotye and One Direction, pop music fans may be experiencing a cycle of fresh talent unseen since Britney Spears, Ricky Martin and 'N Sync rapidly became household names in the late '90s. Twenty percent of last week's Hot 100 consisted of artists who never charted a song on the tally before, and with "Call Me Maybe" following Gotye's "Somebody That I Used to Know" (featuring Kimbra) and fun.'s "We Are Young" (featuring Janelle Monáe) at the top of the chart, the Hot 100 is enjoying its longest streak of No. 1s by lead artists making their first list appearances in almost 35 years.
"If you look at our playlist, there's a ton of people on here you hadn't heard of six months ago," Dastur says. "We're in that perfect pocket of music where it's just all different styles, and that's what people are looking for at the moment. It's not that they're sick of [veteran] artists - this music is just so unique and fresh."
"Call Me Maybe," which was released on the Canada-only "Curiosity" EP and as a single in the United States in February, was too catchy to be relegated to Internet meme status. Bieber's manager Scooter Braun first listened to the song last January. "I said, 'This is the best pop song I've heard in like 10 years,' so I went on a rampage to track it down," he recalls.
Once Jepsen inked a U.S. deal in March with Braun's Schoolboy Records/Interscope (she remains on 604 Records in her native Canada), her new stateside muscle helped the song similarly beguile millions of new listeners with TV appearances, scattered performances and a massive top 40 push. "Call Me Maybe" continues to dominate radio and has logged five straight weeks atop the Digital Songs chart, bringing its total to 3.6 million downloads, according to Nielsen SoundScan. The song is that rare thing: a totem for kids and hipsters alike, and not as a punch line. As Amanda Dobbins, associate editor at New York magazine's Vulture blog and a vocal early champion of the single, puts it, "It's like [Rebecca Black's] 'Friday,' but good."
In the middle of the phenomenon is a disarmingly warm 26-year-old from Mission, British Columbia, who never imagined herself rising to the top with "Call Me Maybe." After all, when Jepsen co-wrote the song on the road with bandmate Tavish Crowe, the now-inescapable four-line refrain didn't catch her ear at first. "We thought it was a nice little pre-chorus or something," she says.
But with that hook now sinking into everyone's mind in North America, Jepsen is a hungry young star with a new album on the way and a team guaranteeing that this is only the beginning. "I sat down Carly in my backyard and said, 'This is not going to be fun. You're going to be so tired,'" Braun says of when he first started working with Jepsen earlier this year. "And she looked at me and said, 'Scooter, I don't care how hard I have to work. I'm going to do it. This is what I've wanted my entire life.'"
Jonathan Simkin, co-founder of Vancouver-based 604 Records, is not a fan of "Canadian Idol." When a friend asked him to take a meeting with Jepsen in 2007, Simkin, who helped build the careers of Nickelback (lead singer Chad Kroeger co-founded 604) and Theory of a Deadman, wasn't interested in signing or managing the third-place finisher on the fifth season of the hit singing competition. "I assumed she didn't write her own songs," he recalls.
But Simkin was charmed by Jepsen in their first meeting together and impressed by the songwriting on her demo, describing an "intangible X factor" in her airy pop. Simkin signed on to manage Jepsen, and after the singer independently released debut album "Tug of War" in September 2008 on MapleMusic, 604 rereleased the disc with distribution through Universal.
"Tug of War," which has sold 10,000 copies in Canada, according to Nielsen SoundScan, failed to spawn a massive hit; two singles, "Bucket" and the title track, peaked at Nos. 32 and 36 on the Canadian Hot 100, respectively. However, the album established a creative team around her, which included Crowe, producer/songwriter Ryan Stewart and Marianas Trench frontman/producer Josh Ramsay. It also helped prep Jepsen for life in the spotlight, with the singer playing 36 headlining shows throughout Canada in 2009 while supporting "Tug of War." "The 'Canadian Idol' stuff, working "Tug of War," the touring and the videos - it's been the most amazing dress rehearsal you can ever have," Simkin says.
Jepsen says that "Call Me Maybe" came together easily, during a four- or five-day process at producer Ramsay's Vancouver studio in early 2011, and was to be included on her sophomore album, "Curiosity." "It wasn't even slated to be her first single," Simkin recalls. "That was me having to fight for that one - the Universal radio team, that wasn't their first choice. It wasn't anybody's first choice, except me. I just knew there was something about that song." "Call Me Maybe" was eventually chosen over the track "Curiosity" and released as a lead single in Canada last September.
"Curiosity" had been completed, and "Call Me Maybe" debuted on the Canadian Hot 100 during the chart week of Oct. 22, 2011, with the full-length slated to follow in Canada in early 2012. According to Simkin, the song immediately began attracting attention from labels outside of Jepsen's native country while creeping up the Canadian charts. "The first offer on the table was from a major in Europe, and we were starting to negotiate that," Simkin says. "And then Bieber tweeted."
On Dec. 30, Bieber told 15 million Twitter followers, "Call me maybe by Carly Rae Jepsen is possibly the catchiest song I've ever heard lol." Braun says the teen superstar had heard "Call Me Maybe," which at that point sat at No. 22 on the Canadian Hot 100, through a friend, and became an instant fan. "He usually never tweets about an artist unless we have a conversation," says Braun, who manages rising boy band the Wanted and "I Love College" rapper Asher Roth but was just as clueless about Jepsen as the rest of America.
After hearing the song, Braun did some research and realized that Jepsen had a deal in Canada but no worldwide rights. He immediately placed calls to Simkin and Jepsen, and brokered a deal in which she would become part of his Schoolboy Records imprint on Universal, while remaining on 604 in Canada and keeping Simkin as her manager. Interscope was also brought in on the deal, with the label's brass trusting Braun's track record and instincts. "[Scooter] called me and said, 'Justin and I are really into this, it's huge in Canada, and we want to do it with Interscope,'" Interscope Geffen A&M Records vice chairman Steve Berman says. "And we made that deal as fast as we possibly could."
The deal with Schoolboy/Interscope was being finalized as "Call Me Maybe" hit No. 1 on the Canadian Hot 100 in the chart week of Feb. 11 and remained unannounced for two weeks while Jepsen's next moves were being plotted. "Call Me Maybe" hit iTunes in the United States as a single on Feb. 22, while her finished sophomore album morphed into the six-song "Curiosity" EP in Canada, in order to give "Call Me Maybe" more time to grow before an official record release. Jepsen was unveiled as a Schoolboy artist on Feb. 29, but 11 days prior, a viral video featuring a set of rambunctious teens lip-synching "Call Me Maybe" was posted to YouTube. The kids included Selena Gomez, Ashley Tisdale and Bieber himself, dressed in sunglasses and a beanie hat, belting out Jepsen's chorus in between dance moves.
For Jepsen, the viral clip (which has since garnered 52.2 million YouTube views) was a watershed moment. "I remember watching it thinking, 'That guy looks like Justin Bieber. Wait a second . . . that is Justin Bieber! Holy crap!'" she exclaims.
But for Bieber and Braun, two masters of online promotion with more than 25 million Twitter followers between them, the clip was the perfect way to promote "Call Me Maybe" without shoving it down the throats of pop fans. "Justin showed it to me, and I was like, 'Holy shit. This is organic, this is real, this is special' . . . and it's not just Justin doing this, it's others with him," Braun says.
"Call Me Maybe" debuted on the Hot 100 in early March, and Braun began aggressively orchestrating major media looks for Jepsen. After convincing MTV to give Jepsen her first major U.S. TV appearance with a performance at its Spring Break party in Las Vegas on March 21, Braun called Ellen DeGeneres - a prominent supporter of Bieber - and booked Bieber and Jepsen for a joint appearance on her show on March 23. Jepsen had a performance coach hired for her presentation of "Call Me Maybe" at the 2012 Billboard Music Awards, which immediately followed Bieber's performance of his current single "Boyfriend" in the telecast.
As fan-made online tributes to "Call Me Maybe" started to multiply, Jepsen's team orchestrated appearances for her that lent themselves to viral distribution. For instance, she performed "Call Me Maybe" on "Late Night With Jimmy Fallon" on June 7 alongside the host, house band the Roots and with a collection of classroom instruments, in a bit that Vulture's Dobbins describes as "perfect Internet candy." The official "Fallon" clip has gathered 3.8 million YouTube views.
As TV appearances helped drive sales of "Call Me Maybe," pop radio turned it into a Hot 100 champ. Dastur says that the song didn't experience the natural growth that top 40 is used to seeing from an unknown artist: Instead of moving from a new song to medium rotation to sub-power to power rotation during the course of a few months, "Call Me Maybe" jumped to power rotation within a few weeks. After 11 weeks on the Hot 100 Airplay chart, people aren't tired of it, either. "Looking at new research, it still looks like it can be a power [rotation song], even after all these weeks," Dastur says.
Listening to the single on repeat makes it easy to understand its staying power. The lyrics are standard romantic declarations, but sonically, Ramsay's production jerks away from the gentle verses into a precise, syncopated earworm. Simkin compares promoting the strongest pop song of 2012 to "chasing lightning," with Jepsen's anthem taking on a life of its own. Interscope Geffen A&M's Berman adds, "At the core of what it is, it's art. Every once in a while, there's a song that just captures the public."
With "Call Me Maybe" logging a second consecutive week atop the Hot 100, Jepsen's team is now focused on presenting her as an artist who captures that same cultural attention. Her "Curiosity" album is due for a September release, and Simkin says that the disc will comprise material from Jepsen's originally planned second album as well as new songs currently being hammered out with producers like Ramsay, Toby Gad and Dallas Austin. "She's adept at GarageBand and is constantly working on material in hotel rooms," Simkin adds.
"Good Time," a happy-go-lucky new collaboration with Owl City, leaked online on June 20 and may appear on Jepsen's album in addition to the electronic artist's forthcoming disc, "The Midsummer Station." Jepsen has another buzzed-about duet up her sleeve - a song with Bieber that the pair recorded at Rodney Jerkins' Los Angeles studio last February, when they first met each other. Braun says that a solo track, not the duet, will likely be Jepsen's next single, though. "We wanted Carly to stand on her own as an artist before she came out the door with Justin Bieber," he says.
However, Jepsen and Bieber will perform their new song together every night on the latter's fall arena tour, which begins Sept. 29 and will feature Jepsen as the opener. Braun says that a joint tour has been in the works since the moment Jepsen signed to Schoolboy. Jepsen, meanwhile, says she's excited to deal with backup dancers, blown-out stage production and wardrobe options that will be like "playing dress-up with better clothes."
If the first half of Jepsen's 2012 was the mainstream explosion no one saw coming, then her second half will be the practice of sustaining that magical first moment. But Jepsen isn't scared of fleeting success - even if she never dials up another smash single, she has this one under her belt.
"It's the same mentality I had on 'Canadian Idol,'" she says. "I placed third on that show, and everyone was like, 'Are you upset that you didn't win?' I was like, 'No, I'm so stoked that I came in third!' It's farther than I thought I would go."••••