The UK singer making her mark in America.
Ella Mai's bashful spring time blammer "Boo'd Up" is YouTube Music's runaway winner in 2018. The streaming service reports a 2300% increase in popularity since it debuted, bringing its total views to 14.8 million since late april. The song has become so popular that Plies dubbed himself the "Boo'd Up" remixer, fitting since he'd already fastened "the rock" on hundreds of middling marriages in America.
"Boo'd Up," released over a year ago, began to receive a major push after she released a music video for the record. Although simple in conception, it's surge of interest spoke to the necessity of a visual element in our consumption of music nowadays. It's almost as if a song without a visual element reads oblique or like an unofficial leak from the jump. Hence why artists have resorted to lyric videos to compensate for time and budgetary constraints.
Ella Mai's video single has effectively dislodged Childish Gambino's "This Is America" for top spot on YouTube's United States Top Songs chart, with Cardi B "I like It" rounding the corner fast. The video has even seen days in which its daily viewership rose above the 3 million mark. Theses statistics don't even account for streams that took effect before the song became recognizable under one banner. Peep the video if you haven't already.