Four years after its initial release, SAINt JHN’s “Roses” is a hit on Shazam, TikTok, iTunes, and Spotify — as well as, unexpectedly, Snapchat
Koury Angelo/Rolling Stone/Shutterstockisn’t a household name — yet — but on Monday morning, the Guyanese-American rapper, songwriter, and producer’s “Roses ” was #1 on Shazam’s Top 200 U.S. chart. Meanwhile, on iTunes and Spotify, it was in the Top 10, and onchart, it could be found just above Justin Bieber at #12. The song has already topped charts in the U.K. and been used in over 2.
Songs are ubiquitous on social media, often playing in the background as the unofficial soundtrack to a user-generated video. However, users typically have to actively select a portion of a song that works well with what they’re doing. In the case of this Snapchat filter, however, the music is instantly incorporated, requiring no thought, effort, or even familiarity with the song. For some, it sent them to search SAINt JHN’s song after they’d posted it.
With already-established artists, the filter tactic might not have much of an impact. But for up-and-comers, it can incite crucial word of mouth — and give Snapchat a chance to compete with the in the realm of song discovery. A four-year-old song and its 2019 remix are suddenly rising faster than ever — thanks, in part, to digital freckles and hearts.
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