How Lizzo’s ‘About Rattling Time’ Went From TikTok Pattern to Chart Smash – Billboard
One of many breakout stars of the previous few years has been Lizzo, the multi-talented singer (and flautist) whose Atlantic Data debut Cuz I Love You in 2019 led to a whopping eight Grammy nominations and three wins, together with for greatest city up to date album. Loads has modified since then, each within the music trade and the world at massive, however one factor has not: Lizzo’s presence on the Billboard charts.
This week, her newest single, “About Rattling Time,” reached No. 1 on the Pop Airplay chart, her third No. 1 on that checklist, whereas spending its seventh week at No. 1 on Scorching R&B Songs and charging as much as No. 3 on the Billboard Scorching 100. And forward of the July 15 launch of her new album, Particular, that helps earn Atlantic Data senior vp of A&R Brandon Davis the title of Billboard’s Government of the Week.
Right here, Davis talks in regards to the creation of the track, how Atlantic capitalized on its explosion on TikTok, and the numerous methods through which A&R has modified by way of the years. “Lizzo markets Lizzo greatest,” he explains. “We have to preserve her on the market within the market: we’ve got a sold-out area tour this fall, a gradual stream of movies and brief type content material and a lot extra. We really feel strongly about all the album and can proceed to amplify songs that we see are connecting with the followers.”
This week, Lizzo’s “About Rattling Time” grew to become her third No. 1 single on the Pop Airplay charts, and pushed to No. 3 on the Scorching 100. What key resolution did you make to assist make that occur?
We have been on the finish of the report making course of and knew we had an excellent physique of labor however wished to strive one last session for the album. [Producer] Ricky Reed and [songwriter] Blake Slatkin had each been working with Lizzo individually, and I believed for our last session the mixture of all three of them would convey an injection of latest power into the studio. The trio hit it off immediately: Ricky known as me on the finish of the primary day to play me the bass line of what would ultimately turn out to be “About Rattling Time” and we knew we had one thing particular. Being the musical perfectionist that Lizzo is, we spent 4 months chiseling away with dozens of iterations of the track and ultimately touchdown on the model you hear at this time.
The track additionally stays at No. 1 on Scorching R&B Songs, the place it’s topped the chart for seven weeks working. What have you ever guys carried out to assist keep its longevity?
We fly low to the bottom — our group is all the time very conscious of what’s occurring and has the power to amplify or rapidly pivot when we have to. Whether or not it’s a TV efficiency, an interview or a social media publish, every little thing Lizzo does has a lifetime of its personal and might turn out to be a second. On one hand we’ve got an extended runway of selling, promotion and publicity hits methodically deliberate out, however we’re additionally nimble and transfer rapidly once we see one thing like a TikTok dance go viral.
“About Rattling Time” was initially propelled to the highest of that chart as a consequence of a TikTok dance problem. How did you employ TikTok to assist market this track?
Lizzo is a superb creator on the platform, so going into this album we knew that TikTok was naturally going to be a significant a part of our rollout technique. Inside only a few hours of [TikTok creator] Jaeden [Gomez]’s dance video going up, I noticed that it was over-performing and despatched it to Lizzo. Lizzo’s interplay with that unique publish amplified it and we in a short time knew we had actual momentum with this pattern. From there we have been in a position to take the story constructing on TikTok and convert it to DSPs, radio and past. On the finish of the day, the very best concepts and greatest content material all the time come from Lizzo, so lots of our job is following her lead and supporting her to authentically create on TikTok.
Lizzo’s new album, Particular, is out July 15. How have you ever arrange this album in another way from the final one?
The primary album was all in regards to the discovery of Lizzo by the plenty. This album is about solidifying her as a world famous person. A lot is totally different now: there are such a lot of alternatives and chess items to maneuver round, from TV performances, sync and model offers, an area tour, interviews and journal covers. Our core group, led by Lizzo’s product supervisor Grace James and publicist Ashley Kalmanowitz together with Lizzo’s managers, Kevin Beisler and Alana Balden, have carried out a meticulous job at juggling all of those and deciding on the appropriate appears to be like that we all know will likely be significant moments for Lizzo. Getting music out into the world early was additionally some extent of emphasis for us: whether or not it was premiering unreleased music in a Tremendous Bowl business, or teasing new music on TikTok.
It’s been greater than three years since her final album got here out. How has the trade modified in that point, and the way have you ever tailored inside your position?
The wedding of A&R and advertising has turn out to be nearer than ever earlier than. As an A&R government, I now must suppose like a advertising and digital government. I’ve spent extra time than ever earlier than working hand-in-hand with our advertising workers, and in addition letting them into the report making course of earlier. A&R within the present setting has turn out to be about a lot extra than simply music and report making — it’s essential be entrepreneurial and have a classy understanding of many various verticals.
One of many breakout stars of the previous few years has been Lizzo, the multi-talented singer (and flautist) whose Atlantic Data debut Cuz I Love You in 2019 led to a whopping eight Grammy nominations and three wins, together with for greatest city up to date album. Loads has modified since then, each within the…