Labels Sparring Over Rapper Lil Nas X As 'Old Town Road' Rakes In Streams: Exclusive

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Lil Nas X

Some labels are prepared to offer Atlanta rapper Lil Nas X a seven-figure deal, as his country-trap song "Old Town Road" rakes in streams, sources told Billboard.

The moody track about a lonesome cowboy, which interpolates Nine Inch Nails' 2008 song "34 Ghosts IV," was released in early December. It has since topped more than 11.5 million streams on Spotify, and its music video -- which features footage from the Western video game Red Dead Redemption -- has generated close to 5 million views.

"Old Town Road" hits the Hot 100 this week, landing at No. 83. It also debuts on Hot Country Songs at No. 19 (on Hot R&B/Hip-Hop, it enters at No. 36), and has a co-sign from Florida Georgia Line's Brian Kelley.

Like many quick-rising hip-hop hits in 2019, this one also involves memes and a viral social media challenge. TikTok users have turned the track's "I got the horses in the back" lyric into a video meme where users transform into cowboys as the country-flavored chorus plays in the background. Even sports coverage site Bleacher Report got in on the meme-making back in December.

Lil Nas X self-released his first project, Naserati, last year. Last month, he released his latest single, the guitar-tinged, mellow "BANZUP,'" which has 132,000 plays to date. 

A spokesperson for Lil Nas X could not be reached for comment at press time.

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