A viral video featuring a pair of twins reacting to hearing Phil Collins’ 1981 top 20 Billboard Hot 100 hit “In the Air Tonight” spurs streaming and sales gains not just for the song itself – but also for tracks from Collins’ solo catalog as a whole.
From Aug. 7-9, Collins’ solo songs discography drew 11,000 digital downloads, according to Nielsen Music/MRC Data. That’s a 602% jump over the previous three days (Aug. 4-6), prior to the video going viral on Aug. 7.
“In the Air Tonight” in particular nabbed 6,000 downloads, up 1,516% from the previous three days. Its overall download count for the tracking week running Aug. 7-13 makes it a contender for the top 10 of Billboard’s Digital Song Sales chart dated Aug. 22, which will be revealed Aug. 18.
The viral video in question was posted to the channel TwinsthenewTrend by 22-year-old twins Tim and Fred Williams. Posted July 27, the clip boasts 4.9 million global views on YouTube at press time.
Following “In the Air Tonight,” “Against All Odds (Take a Look At Me Now),” Collins’ three-week Hot 100 No. 1 in 1984, earned 1,000 downloads from Aug. 7-9, a gain of 422%.
Meanwhile, U.S. on-demand streams of Collins’ catalog were up 27% on Aug. 7-9 over Aug. 4-6, rising from 3 million to 3.8 million streams.
“In the Air Tonight” racked up 1.1 million of those streams from Aug. 7-9, up from 768,000 the previous three days, an overall boost of 46%.