In the digital era, Post Malone is one of the many examples of an artist sidestepping the traditional path to commercial success. A month before the December release of his debut album Stoney, Malone had already scored a triple-Platinum record with his hit single “White Iverson."
Now, less than two months after the already-Gold certified album was released, the numbers are pointing to another potential mega-hit within the track listing of Post’s debut.
The Quavo-assisted “Congratulations” currently boasts a 29.8 million stream count on Spotify, and since the video dropped roughly two weeks ago, it’s been averaging over 900k plays a day, totaling up to a current view count of nearly 16 million. “Congratulations” also currently sits at No. 8 on iTunes’ Hip-Hop Singles chart, and following the release of the video, “Congratulations” has skyrocketed 41 spots (19 this week) on Billboard’s Hot 100 Chart, jumping from 81 to 39.
While some of this success might be attributed to Malone wisely releasing a single featuring Quavo in the midst of the country’s Migos fever—and yes, Metro Boomin's production value has only helped—there’s definitely something to be said for Malone’s hit-crafting ability.
What’s most impressive about the single's sharp rise is that all of this growth has occurred without the support of radio, as “Congratulations” has yet to reach the Top 30 at either rhythmic or urban radio. Make no mistake, though—radio will eventually support "Congratulations," as it did with “White Iverson," which helped the record spend 30 weeks on the Billboard charts, eventually peaking at No. 14.
According to a label representative at Republic, Post is currently the fourth-most streamed artist on Billboard's Top 200—earning nearly 32 million streams over the past seven days—which currently puts him ahead of Drake and behind only Migos, The Weeknd and Kehlani.
Only time will tell if “Congratulations” will be Post Malone’s next cash cow, but so far the numbers don’t lie, and some very real congratulations may be in order for Post sooner rather than later.
By Brent Bradley. Follow him on Twitter.
Photo Credit: YouTube