So what’s a Top-100 chart to do in an evolving landscape? As Bill Werde, the magazine’s editorial director, told me, Billboard has been struggling with the realization that “a hit isn’t one thing anymore.” The phenomenon of the pop hit was specific to a time in which there were few ways for young people to stumble upon new music aside from the local jukebox or top-40 radio station. Now the term has picked up a new connotation in a new age: virality.
Before now, the Billboard chart wasn’t equipped to track viral sensations; the equation that once predicted, explained, and produced hits no longer worked. Take the case of OK Go: the band was relatively unknown until the low-budget video for its song “Here It Goes Again,” in which the musicians performed an elaborate dance routine on treadmills, was posted to YouTube in 2006. The video went viral and has garnered tens of millions of views to date, but the song barely cracked the Top 40 of the old Billboard list. Radio stations weren’t playing it, and people weren’t paying for it, so it was not technically a hit.
These days, songs and videos can take root in the popular imagination without a single play from a radio DJ. “Gangnam Style” and Carly Rae Jepsen’s “Call Me Maybe” were both lavished with industry attention in America only after the internet made them hits. So the cultural role of the Billboard list is changing. It has gone from setting the pop musical agenda to playing catch-up in the wake of a sudden viral explosion, reflecting mass cultural tastes rather than helping to create them. Where it once allowed radio stations to understand just whom they were targeting, it now feels like an appendage of an old system, made redundant by the YouTube play count.