Donald Glover's Golden Globes Shout-Out Spurs 243% Increase in Spotify Streams for Migos' 'Bad and Boujee'
Donald Glover brought Atlanta rap trio Migos to a whole new audience Sunday night when he mentioned the group’s just-crowned Hot 100 No. 1 “Bad and Boujee” during his Golden Globes acceptance speech (Jan. 8).
“I really wanna thank the Migos -- not for being in the show, but for making ‘Bad and Boujee,’” Glover said after accepting his show Atlanta’s Golden Globe for best television series, musical or comedy (the trio made a cameo in the show's third episode, "Go for Broke"). “Like, that’s the best song, ever.”
The awards show, which aired on NBC, drew 20 million viewers -- an 8 percent increase from 2016’s telecast.
His praise of “Boujee,” which also features Lil Uzi Vert, quickly turned the song into a trending topic on Twitter and prompted queries from confused reporters (widely circulated video shows a reporter pronouncing Migos “My-goes” and Boujee “bow-jee”). Glover, who raps under the name Childish Gambino, cheerfully clarified and offered that he considers the group "the Beatles of this generation" -- a meme that was once almost as popular as the lyrics to "Boujee" are currently.
The endorsement has translated into a bump for the already massive song on streaming services (it’s No. 1 on the Streaming Songs chart this week as well). According to representatives for YouTube, the song’s official audio and video have collectively received more than 1.2 million views on Monday (Jan. 9) on top of 2.4 million views Sunday (the day of the telecast); both figures reflect global viewership. On Spotify, the song’s highest traffic came with the morning news, as streams of “Boujee” in the U.S. increased 243 percent between 7 and 9 a.m. ET, per the streaming service. For comparison, the song was streamed 19.3 million times on YouTube and 9.2 million times on Spotify in the U.S. during the last full chart week (which ended Jan. 5), according to Nielsen Music.
On Genius, where "Boujee" has had the most-viewed lyrics page for the past 30 days (averaging 2,500 views per hour), visits spiked 80% to 4,500 views per hour following Glover's speech.
That bump will likely continue across streaming platforms through the week, with the full impact of Glover’s co-sign being reflected in next week’s charts, which will cover streaming and sales from Jan. 6 through Jan. 12. In the meantime, look for rain- and convertible-related memes to start hitting the morning shows as often as they do your Twitter feed.