Even though Malone has released music sparingly, he still has two of the biggest tracks of the year
As Malone’s back catalog did the heavy lifting, he was able to release new music sparingly. “Sunflower,” a happy-go-lucky collaboration with Swae Lee, benefitted from the marketing budget and sustained global exposure of a major Hollywood movie: It appeared inworldwide. If it weren’t for the unexpected eruption of Lil Nas X’s “Old Town Road,” “Sunflower” would be the biggest streaming single of 2019.
“Sunflower” exploded immediately upon release in October; 112 pop radio stations added it into rotation the minute it came out. With that song performing so well, Malone had nothing to lose, so he threw out a heat check, dropping “Wow.” the day before Christmas. “Wow.” sounds like it was put together in about three minutes; this is club-rap to play after old DJ Mustard productions and recent Tyga hits. But a mix-show hit for some rappers is a runaway train for Malone: “Wow.” is the fourth-biggest streaming single of the year . It went Number One at pop and rhythmic radio, and it still gets played over 4,000 times a week on Top 40 stations. It’s a throwaway that won’t go away.
If “Wow.” was a lay-up, Malone has been spending the last two months testing out contested long-range jump-shots. In July, conventional wisdom dictates that carefree, lightweight tracks storm the charts. Instead, Malone offered up “Goodbyes,” a morose, spiteful power ballad featuring Young Thug that invokes Kurt Cobain. “Goodbyes”100. Malone’s latest is “Circles,” which sounds like an attempt to smuggle Peter-Bjorn-and-John-like production on to the pop charts.
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