Nicki Minaj, Skrillex and OneDirection Make Social ChartGains


This week on Billboard’s Social 50
chart, Nicki Minaj ** bounds back
into the top 10, Skrillex ** hits a
new high and One Direction
continue its American takeover.
After a brief sojourn from the top
10 last week, Nicki Minaj is back
in the upper tier at No. 4 (up 13
slots) following a 6.1% increase
in overall followers over the
previous week. The flurry of social
activity comes as the diva reigns
in the top 10 of the Billboard Hot
100 singles chart with two
different tracks: “Starships” (up to
No. 6 from No. 9) and “Turn Me
On” (with David Guetta, down one
slot to No. 7).
The Social 50 chart ranks the
most popular artists on YouTube,
Vevo, Facebook, Twitter, MySpace,
using a formula that blends
weekly additions of friends/fans/
followers along with weekly artist
page views and weekly song
plays.
Minaj experiences a surge of
170,000 “likes” on Facebook, a
55% increase over her fan
acquisition rate from the previous
week. Blogs were in a tizzy last
week courtesy of pictures of the
bikini-clad artist during a video
shoot for “Starships.”
After 36 weeks on the chart,
Skrillex finally cracks the top 10,
rising seven spots to No. 9. The
electronic artist was one of the
most buzzed about acts who
played South by Southwest last
week, receiving over 107,000
Facebook “likes” (up 42%
compared to the week previous).
UK pop group One Direction
continues their march up the
Social 50, moving from No. 9 to
No. 5 (a new high) after the
release of their debut album “Up
All Night” on March 13. The act
made history on the Billboard 200
albums chart as the first UK group
to bow at No. 1 with a debut
album. “Up All Night” entered atop
the list with 176,000 copies sold,
according to Nielsen SoundScan.
The media frenzy surrounding
One Direction, including a
performance on NBC’s “Today”
show, has translated into a storm
of social buzz and activity. During
the charting week the group
experienced a 9% increase in
overall online fan acquisition from
the previous week, mostly
resulting from a 164,000 gain in
Twitter followers (up 29%).
The group understands how to
reach fans, too. One Direction’s
Vevo channel features behind-
the-scenes and touring-related
content — in addition to
traditional music video clips. A
video of the act greeting fans
gathered in Natick Mall in Boston
has received over 150,000 views
since debuting March 20,
contributing to an 16% increase
in video views over the previous
week.
Elsewhere on the chart, Usher
(moving 37-31) experiences
gains as well, as this week
captured the tail-end of the surge
of online activity surrounding the
release of the video for his new
single “Climax.” The video
debuted on March 8 and has
since received over 4 million
views, contributing in part to his
total of 8,485,000 video views
during the week (up 18.5%).
Back in the top 10: Adele
continues to watch the Social 50
throne, resting comfortably at No.
1 as Lady Gaga jumps from No. 4
to No. 2. Gaga bumps Justin
Bieber down four slots to No. 6
while Rihanna remains at the No.
3 spot. Eminem falls from No. 6 to
No. 7 and Chris Brown slips from
No. 5 to No. 10 as online activity
generated by his newest single
“Turn Up The Music” begins to
taper off. Finally, LMFAO re-enters
the top 10 at No. 8 (up six rungs)
after a busy week touring.

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