Harry Styles Reaches New Social 50 Chart High After 'Kiwi' Video
The One Direction member’s third solo video helps him to No. 2 on the latest chart. Also, MONSTA X debuts and Sia and Puff Daddy re-enter.
The Social 50 is powered by data tracked by music analytics company Next Big Sound and ranks the most popular artists on Facebook, Twitter, Instagram, YouTube, Wikipedia and Tumblr. The chart's methodology blends weekly additions of friends/fans/followers along with artist page views and engagement. The chart’s latest tracking week ended Nov. 9, and BTS is No. 1 for a 48th week.
Styles, who previously charted at No. 3 for two weeks earlier this year (charts dated April 22 and 29), scored a 107 percent gain in all chart metrics, including a 162 percent boost in Twitter reactions, according to Next Big Sound. He landed 460,000 reactions in all, adding to the 11.3 million he snagged on Instagram and the 532,000 on YouTube around the release of “Kiwi.” The clip is the third music video and single from the One Direction member’s self-titled debut solo album that crowned the Billboard 200 earlier this year (No. 1, June 3-dated chart; with 230,000 equivalent album units earned in its first week according to Nielsen Music).
Leading up to the video’s Nov. 8 premiere, Styles posted multiple photos and stills of the clip, driving social awareness of “Kiwi” before it even aired.
Two of the chart’s top three are members of One Direction, as Niall Horan moves 6-3. A chunk of his 22 percent rise in Twitter mentions came via Horan’s performance on the Nov. 8 Country Music Association Awards in Nashville. At the show, he sang “I Could Use a Love Song” and “Seeing Blind” with Maren Morris. It’s the first time two members of One Direction have been within the top three at the same time.
The chart’s top debut belongs to MONSTA X. The K-pop group bows at No. 18 following the Nov. 7 release of new EP The Code, earning 624,000 Twitter reactions and 949,000 Instagram reactions. The band also teased the music video for “Dramarama” on social media; the clip was eventually released Nov. 14.
Also, Sia re-enters at No. 39, her first Social 50 chart appearance since re-entering at No. 47 on the Feb. 4-dated ranking. While some of her chart metrics come from chatter about her holiday album Everyday Is Christmas, the singer gains with a post that flies in the face of her usual camera-shy self. After covertly taken photos showing the singer nude were made available for purchase online, Sia posted one to her social media channels to thwart their sale.
“Someone is apparently trying to sell naked photos of me to my fans,” she wrote, adding some album promo in the process. “Save your money, here it is for free. Everyday is Christmas!” The photo spurred a 2,508 percent boost in Twitter reactions, up to 244,000 in all.
One spot below Sia, Puff Daddy re-enters the Social 50 at No. 40, making his first appearance in three years (Nov. 1, 2014). And yes, it was about yet another name change for the rapper (who’s also gone by P. Diddy, Diddy and Puffy, often shifting between those names depending on his latest music’s release), though this one ended up in jest. On Nov. 4, the rapper announced via Twitter that he was changing his name to Brother Love (also the name of a former WWE wrestler, who was understandably unhappy with the decision).
However, Puff later confirmed that the name change wasn’t real, revealing on Nov. 7 that “I’ve come to the conclusion that you CANNOT play around with the Internet” and that it was a joke. Nonetheless, the spike in attention (the original video was oft-covered by multiple news outlets) shot the rapper back onto the chart with 3.7 million Instagram reactions and a 168 percent boost in Wikipedia views.