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Shawn Mendes it came from a warm to cold reception with the single “Wonder” when he announced the release of a new song before the album of the same name. Was “Monster”, partnership with Justin Bieber, which debuted in 8th place on the Billboard Hot 100 this Monday (11/30). Looks like the game has changed, right? He turned. But how?
1. A strong ally, Justin Bieber
The previous single, “Wonder”, peaked 18 at the same stop e it had been in free fall for weeks. In the latest update, he appeared in 44th place. Far from being a flagship hit for the new album. Faced with this scenario, Shawn Mendes climbed Justin Bieber – the singer who placed four Top 10 hits in the US in 2020 alone, including a # 1 single.
Justin Bieber has a loyal fan base that turns anything that has his voice into an instant hit. The singer rarely likes low positions in the charts, even if the songs are not recognized as good by the fandom itself. “Monster” it had 19.1 million streams in the United States and 17,000 copies sold.
More than ever, Justin Bieber is in a great phase. He received three Grammy nominations last week, which has drawn even more attention to what he’s doing. And he’s doing … “Monster”.
2. Performance no American Music Awards
Shawn Mendes coincided with the launch of “Monster” like it American Music Awards, the latest major music award this year. The singer performed the first performance of the song on the ceremony stage – alongside Justin Bieber.
The two opened the event and had wide visibility on TV – something even more contested lately, with the limits imposed by the coronavirus pandemic. The video of the performance, posted on Justin’s channel, had 3.2 million views. In comparison, the performance of “Wonder”, on Shawn’s channel, got 1.4 million views.
https://www.youtube.com/watch?v=sOcxRrMlv24
3. Bet on collectibles
Shawn Mendes has bet on the physical versions of the single – on CD – in order to inflate the numbers for the week of release. It has sold two thousand copies of the single CD by “Monster” us United States.
Its online store has made three collectible cover options available, each for just US $ 3, for a limited time.. The idea was that any buyer would be encouraged to acquire all three. Many artists have bet on physical formats, with different covers, to ensure good sales.
4. Strong radio support
The union of two great pop stars, such as Shawn Mendes and Justin Bieber, is already practically the guarantee of radio membership. It happened: the single made a strong entry into American programming, with 14.4 million impressions (runs x audience). To get an idea “Life goes on”, to do BTS, which drives the Billboard Hot 100 this week, only had 410,000 radio impressions.
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