Taylor Swift, Kanye West & 2015 Billboard Music Awards: Real-Time Twitter Chart Rewind Ep. 50
Welcome back to Billboard's weekly video show Real-Time Rewind, which recaps the past week's notable trends on the Billboard Real-Time Twitter Charts --Trending 140 and Emerging Artists -- and the news that's driving the action. This week's episode takes place at Threshold Studios in Manhattan, and features Taylor Swift, Kanye West and the 2015 Billboard Music Awards.
So what was happening on the Real-Time Charts this week?
The 2015 Billboard Music Awards was the most socialized television event of the evening, with 787,000 people posting 3.3 million tweets about the awards show. The BBMAs was an even bigger event than the Man Men series finale on AMC.
The most-mentioned artist of the evening was Taylor Swift, with 149,000 mentions on Twitter during the broadcast. Swift kicked off the show with the debut of the official music video to "Bad Blood," which featured verses by Kendrick Lamar.
The strategy employed by Swift for this rollout is not too far from what Weird Al Yankovic did when he debuted a series of music videos for the release of his Billboard 200 topping album, Mandatory Fun. By debuting eight different music videos on eight different online media outlets, he leveraged the respective audiences of each of those outlets to get the word out to a much wider audience.
Swift enlisted 17 celebrities to co-star alongside her in the video, including Selena Gomez, Ellie Goulding, Hayley Williams, Zendaya and more. The appearances leveraged their combined online audience (of more than 35 million followers across various social outlets) to get the word out to more than 100 million people who saw Tweets about the video (according to data provided by Twitter). Fans created more than 7 million tweets about Swift and "Bad Blood" since the video premiere was first announced on May 7.
Cinematic music videos typically do well on the Real-Time charts, so it’s no surprise that "Bad Blood” held down the No. 1 spot for a cumulative 3.5 hour in the week leading up to the BBMAs broadcast. It held down the No. 1 spot for majority of the broadcast.
Iggy Azalea and Rita Ora's Kill Bill-inspired video for "Black Widow" helped the track reach a peak of No. 4 on the weekly top tracks chart back in August when it was released. Drake's "Jungle" topped the Trending 140 when he released a short film for the If Youre Reading This Its Too Late track ahead of the mixtape release. Most recently, "Sunday Candy" by Donnie Trumpet & the Social Experiment reached No. 1 on the Emerging Artists chart for three straight days in April thanks in part to its featured artist, Chance the Rapper.