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For King & Country’s ‘Little Drummer Boy’ Drums Up Big Sales & Streams After Buzzy ‘CMA Country Christmas’ Performance

For KING & COUNTRY's "Little Drummer Boy" got a big boost after the duo performed an attention-getting rendition of the track on ABC TV's Dec. 3 broadcast of CMA Country Christmas.

For KING & COUNTRY’s “Little Drummer Boy” got a big boost after the duo performed an attention-getting rendition of the track on ABC TV’s Dec. 3 broadcast of CMA Country Christmas. According to initial sales and reports to Nielsen Music, the various versions of the track sold a combined 5,000 downloads on Dec. 3-5 — up a big 1,338% as compared to the tune’s sales in the three days leading up to the show (Nov. 30-Dec. 2).

In terms of streams, “Little Drummer Boy” drummed up nearly 300,000 on-demand clicks on Dec. 3-5 according to initial reports — up 60% compared to around 180,000 streams on Nov. 30-Dec. 2.

The live performance of “Drummer” on CMA Country Christmas was uploaded to the official CMA YouTube channel on Dec. 3 and has accumulated nearly 1 million global views through Dec. 7. (Comparatively, the 14 other performances from the show that were uploaded to the official channel have tallied a little more than 200,000 clicks on YouTube.)

While many other artists were featured on the CMA Country Christmas special, including Trisha Yearwood (who also hosted the event), Kristin Chenoweth, Rascal Flatts, Chris Young and Lady Antebellum, the sales and streaming gains posted by “Little Drummer Boy” far outweigh the increases posted by the other songs performed on the show.

Of the 11 non-“Drummer” tunes performed on the show that were also available to purchase and stream (discounting brand new releases), they collectively sold a little over 1,000 downloads on Dec. 3-Dec. 5 — up from a negligible figure in the three days previous. In terms of the streams, those 11 non-“Drummer” songs collected about 320,000 on-demand streams on Dec. 3-5, a gain of 24% compared to the 260,000 streams they tallied Nov. 30-Dec. 2.

For KING & COUNTRY first released “Little Drummer Boy” in 2013 as part of the holiday effort Into the Silent Night: The EP. The set peaked at No. 5 on the Top Christian Albums chart that season. In 2017, for KING & COUNTRY released another holiday set, Christmas Live From Phoenix, which included a new live rendition of “Little Drummer Boy.” That new live performance was promoted as a single to radio stations and hit No. 5 on Hot Christian Songs, No. 17 on Christian Airplay, No. 4 on the Christian AC Songs airplay chart and No. 27 on the Adult Contemporary airplay chart. Then, in 2018, the tune got the remix treatment with a new version dubbed “Little Drummer Boy (Rewrapped).” The new “rewrapped” edition of the song reached No. 45 on Hot Christian Songs, No. 20 on Christian Airplay and No. 4 on Christian AC Songs.