American Music Lost Its Position on Global Charts but Made a Comeback This Year
In the fast-paced world of the music industry, one phrase is often repeated: “A hit can come from anywhere.” However, in a surprising turn of events, the major global hits of the first half of 2024 have predominantly originated from America.
Industry executives pinpoint America’s musical dominance this year to three key factors. Firstly, the formidable lineup of releases by American artists coincided with a period when many international acts were not in their prime release cycles. Secondly, the rising popularity of country music has found a growing global audience. Lastly, American record labels have ramped up their efforts in international marketing, contributing to their success.
A study conducted in 2023 by Page and Chris Dalla Riva, a senior product manager at Audiomack, revealed a notable shift in the music landscape. Just a decade ago, less than 20% of the top 10 songs in countries like Poland, France, Netherlands, and Germany were by local artists. However, by 2023, homegrown talent accounted for a substantial portion of the top 10 charts in these nations. This transformation was described as “glocalisation” by the researchers.
The concept of “glocalisation” signifies a blend of local and global musical preferences. For instance, listeners in Poland may enjoy Polish rap along with some tracks from an artist like Sabrina Carpenter. Similarly, French audiences may lean towards French rap while also exploring Carpenter’s music. This phenomenon highlights the complexity of global music consumption patterns.
Industry insiders attribute the surge in American music to a mixture of deliberate planning and fortuitous circumstances. Notably, many iconic American artists, including Ariana Grande, Ye, Beyoncé, Billie Eilish, Future, Taylor Swift, and Post Malone, have released highly anticipated albums this year, contributing to the wave of hits.
Moreover, the emergence of a new wave of talent in the United States has added to the country’s musical prowess. Artists like Shaboozey, Carpenter, Chappell Roan, Richman, Benson Boone, and Teddy Swims have garnered widespread acclaim with breakout singles, bolstering the U.S.’s position as a breeding ground for fresh talent.
In a strategic shift, American record labels have altered their approach to international promotion. Instead of focusing solely on the domestic market, labels are implementing global marketing campaigns or initiating promotional efforts in foreign territories before targeting the U.S. This shift reflects the growing importance of international audiences and the adaptability of the digital landscape.
Stellar, a marketing company based in Copenhagen, has been instrumental in assisting artists in expanding their reach to regions like Southeast Asia and Latin America, which were previously overlooked. This emphasis on global campaigns has been embraced by U.S. labels, recognizing the value of a worldwide perspective in artist promotions.
The results of these concerted efforts are evident in the success enjoyed by American artists in 2024. With an eye on emerging markets like the Philippines and India, American labels are prepared to capitalize on new opportunities and further solidify their global presence.
