![](//www.4rfv.com/images/no_image.jpg)
The crossover collaboration is one of music's great traditions. When artists from different genres, regions, or simply different career stages bring their talents together on a track, it's sure to capture fan attention. It can even breathe new life into a song or group.
When Run-D.M.C. linked up with Aerosmith in the '80s to reimagine the latter's single Walk This Way, it resulted in an international smash hit. It also helped birth the rap rock subgenre and still stands as Run-D.M.C.'s biggest hit. Decades after its release, the song has racked up hundreds of millions of streams on Spotify to date.
More recently, we've seen major crossover collaboration moments from the likes of SZA and Phoebe Bridgers on Ghost in the Machine, PinkPantheress and Ice Spice on Boy's a Liar Pt. 2, and Taylor Swift and The National on The Alcott.
While these collaborations offer new avenues for creative exploration, they also bring together each artist's distinct fan bases, providing an opportunity for everyone involved to expand their audiences.
I think one of the biggest things is how music collaborations can connect genres, explains John Stein, Spotify's North America Head of Editorial. We see a lot more of these collaborations, and I think each artist's core audience seems to be more open to these moments than in the past.
It's easy to see why artists love this approach, but how do fans respond? Are they listening more on Spotify when they discover a new artist on one of these songs?
We took a look at more than 40 of the biggest crossover collaborations from the last 12 years and found that six months after the collab was released, 75% of artists involved saw an increase of at least 10% in overall Spotify streams across their catalogs compared to the six months prior. More than 50% of those same artists saw their number of streams grow by at least 50% in that same time period, while 30% saw their number of streams rise by at least 100%.
And while many of these collaborations are well received, some of them have been very well received.
There are few examples that paint this picture more clearly than Lil Nas X and Billy Ray Cyrus uniting on Old Town Road Remix. In the six months following the song's release, the increase in shared listeners between the two artists skyrocketed by nearly 390,000%.
For further proof, you can also look back to 2017, when Latin music icon Luis Fonsi joined forces with reggaeton godfather Daddy Yankee on Despacito. The song quickly caught on with fans around the world, but its popularity went into overdrive and the song became an inescapable tour de force when Justin Bieber hopped on the Despacito (Remix) three months later.
Luis in particular saw his fame reach unforeseen heights, and in the six months following the release of the original version, streams of Luis Fonsi on Spotify jumped by more than 2,600% (compared to the six months prior).
But it was the remix, specifically, that helped to expand the Puerto Rican singer's reach in English-speaking markets. Spotify streams of Luis Fonsi in the U.S., U.K., and Canada combined spiked by more than 4,300% in the six months following the release of Despacito, with most of that increase coming after the remix dropped.
When the Despacito' remix came out, it felt like a huge and rare moment to have artists from such different backgrounds and genre spaces collaborate and experience such success, John says. Now it feels like it happens all the time, and there's almost a level of expectation that artists are going to mix it up and work with artists from different spaces. And I think we see that reflected in the data on the platform and in the reaction on our playlists.
Such is the case with Nigerian afropop star Rema and American pop star Selena Gomez, who created a cross-continental connection on the 2022 hit Calm Down.
When Rema dropped the solo version of Calm Down' last year, it was doing really well in terms of streams, especially in Africa, John explains. Then, at the exact right moment, Rema teamed up with Selena Gomez on a new version of the track.
In the six months following the collaboration's release, daily Spotify streams of Rema in North America increased by more than 230% compared to the six months prior. Meanwhile, daily Spotify streams of Selena Gomez in sub-Saharan Africa increased by more than 120% in that same time period.
With Selena being such a big pop star globally, I think the song reached an audience that checked it out to see what Selena was doing, John says. But they kept coming back because it was such a good song.
And much like Lil Nas X and Billy Ray Cyrus, the respective fan bases of Rema and Selena Gomez started to merge together. In the six months following the release of Calm Down, the number of fans who listened to both artists increased by over 600%.
A springboard to success For emerging artists, the crossover effect can help them break through in previously untapped markets, or help them define their musical identity on their own terms.
When Khalid had his breakthrough moment with his 2016 hit single Location, he was often labeled as an R&B artist. But after his 2017 collaboration with Alina Baraz-an artist who floats between the lines of pop, R&B, and electronic-on Electric, Khalid flashed his potential to be a pop star in the broadest possible sense.
And, like Luis Fonsi, Khalid is another artist who benefitted from the crossover effect. Following the release of Electric, streams of Khalid on Spotify spiked by more than 3,100% in the six months following its release (compared to the prior six months).
Building on the momentum of Electric, Khalid showcased his versatility as he hopped between genres on a number of high-profile collaborations. At every turn, th
Most recent headlines
07/09/2024
The official kickoff to the college football season provided another reminder of how football can boost audiences across all platforms, with ESPN and ABC report...
07/09/2024
CAMBRIDGE, U.K. Adder Technology, a provider of connectivity solutions and high performance IP KVM technologies, has announced a new addition to its KVM matrix ...
07/09/2024
CINCINNATI The E.W. Scripps Company (NASDAQ: SSP) has promoted Sean Franklin to vice president and general manager for WLEX, the Scripps-owned NBC affiliate in ...
07/09/2024
AMSTERDAM Cobalt Digital has announced that during the IBC Show it will be sharpening its focus on IP-based solutions by adding a scalable software-based multiv...
07/09/2024
The IBC Talent Programme will look at how the industry can collaborate to foster new talent, make training more accessible, and develop common standards for div...
07/09/2024
The non-profit association aims to reduce risks and support trust in media, in the face of increasing threat levels
By Matthew Corrigan
Published: September ...
07/09/2024
Cerberus Tech, a leader in cloud-native IP contribution and distribution, today announced a series of updates that combine to increase user control in working w...
07/09/2024
Interra Systems, a leading provider of end-to-end quality assurance solutions to the digital media industry, today announced a strategic partnership with Videli...
07/09/2024
oMoVo, an innovator in AI-driven digital asset management (DAM), is launching ioPilot, a new feature in its game-changing DAM platform. Designed to streamline c...
07/09/2024
Creativepool Annual 2024: The Most Awards Launched at Sinfonia Smith Square
Brie Clayton September 7, 2024
0 Comments
The creative industry's mo...
07/09/2024
Meredith Veloz has been named news director at WRMD Tampa, part of NBC Universal Local's Telemundo Station Group. She starts in early October and will repor...
06/09/2024
By Jessica Herndon
One of the most exciting things about the Sundance Film Fes...
06/09/2024
PARK CITY, UTAH - JANUARY 22: (L-R) Eugene Grygo, Phoebe Hoffman, Lana Wilson, Michael Kim, and Nikenya Hall attend the 2024 Sundance Film Festival Look Into M...
06/09/2024
The highly anticipated opus from director Quentin Tarantino doesn't disappoint. It's a typically outrageous conglomeration of comedy and shock laced wit...
06/09/2024
Cinema, the most voyeuristic of mediums, is uniquely placed to convey both the act of surveillance and the psychology of the surveilled. In Seberg, director Ben...
06/09/2024
In February 2019, director J.J. Abrams called Cut! for the last time during principal photography of the ninth chapter of the long-running Star Wars saga. Sta...
06/09/2024
In a cinematic universe expanding with superheroes, the creative challenge for filmmakers is to set newcomers apart from the crowd. The task is doubly important...
06/09/2024
Having photographed episodes of the Showtime horror drama Penny Dreadful's second and third seasons, John Conroy, ISC was eager to reteam with showrunner Jo...
06/09/2024
The psychological thriller Homecoming returns for its sophomore season with fresh twists, nail-biting cliff-hangers, and more of the unnerving cinematography th...
06/09/2024
Based on the series of novels by Eoin Colfer, the feature Artemis Fowl finds its namesake a precocious, hyperintelligent 12-year-old boy (played by Ferdia Sha...
06/09/2024
Vincent lives in Los Angeles, Anthony in New York City. They met on a dating app and have been talking for months, but the physical distance between them has ke...
06/09/2024
What are we going to talk about today? cinematographer Anastas Michos, ASC, GSC asks almost immediately after answering his phone. It's late July when Pana...
06/09/2024
The recent features and bear a number of similarities. Chief among them: Both were shot by cinematographer Hillary Spera. Each story also exists in the realm of...
06/09/2024
Angeliena follows the adventures and self-discovery of its namesake heroine (played by Euodia Samson), a lovable parking attendant who harbors dreams of traveli...
06/09/2024
Pair a British-born songwriter-director who's collaborated with musicians like Jay-Z with a Romanian cinematographer known for shooting intense dramas, and ...
06/09/2024
It was June 2019 when director Baz Luhrmann first approached cinematographer Mandy Walker, ACS, ASC about collaborating on the new biopic Elvis. I was extremel...
06/09/2024
Based on the best-selling mystery novel of the same name, the feature Where the Crawdads Sing tells the story of Kya (Daisy Edgar-Jones), a young woman who grew...
06/09/2024
Johannesburg, 05 September 2024 - The National Film and Video Foundation (NFVF),...
06/09/2024
Video over IP, in the sense that's used in film and television, sometimes feels like a newer idea than it really is. That might be because the high-end, unc...
06/09/2024
The ability of NFL football to attract large audiences in an era of declining viewing for linear TV was on full display in the NFL seasons opener, with an avera...
06/09/2024
MELVILLE, N.Y. Chyron has beefed up its team in EMEA and APAC with the addition of three new positions intended to enhance its growth and better serve customers...
06/09/2024
NEW YORK FutureB2B, a world-leading provider of business intelligence and networking services, is proud to announce the appointment of Joe Palombo as the publis...
06/09/2024
Adventurer A/V, a leading Taiwanese broadcast production company and equipment rental service provider based in Taipei City, has invested in latest-generation U...
06/09/2024
At IBC 2024, Hall 1 B33, leading video software provider, Synamedia, will unveil a raft of new video network solutions as it solidifies its position as a key te...
06/09/2024
LiveU today launched its Lightweight Sports Production solution making fully featured, professional live sports production accessible and affordable for every e...
06/09/2024
Osprey Video
IBC2024 Show Preview
Sept. 13-16
Various Partner Stands
At IBC2024, Osprey Video's encoding/decoding technology will be on display at sever...
06/09/2024
GB Labs, the leader in intelligent, centralized media storage, today announced the launch of NebulaNAS, a transformative new cloud storage solution developed fr...
06/09/2024
Suitest, provider of test automation for OTT applications, today announced the full availability of image- and object-based test automation capabilities in a si...
06/09/2024
France 3 Nouvelle Aquitaine (.3NoA) is a 100% regional channel that aims to promote culture and creativity at regional level.
At the beginning of 2024, the cha...
06/09/2024
At IBC 2024, Camera control specialists Videosys Broadcast will be announcing a new bidirectional radio camera system that will simplify wireless workflows, as ...
06/09/2024
Magnifi by VideoVerse, an AI-driven video technology company and powerful video-editing SaaS platform, has announced a partnership with Storyteller,a leading Sa...
06/09/2024
iWedia, a leading provider of software solutions for connected TV devices and services, is proud to announce its selection as the official vendor for the HbbTV ...
06/09/2024
LTN and Skyline Communications announce a new collaboration to drive enhanced broadcast monitoring and control for Tier 1 media, sports, entertainment, and tech...
06/09/2024
IBC2024 today announces the line-up of speakers and sessions for the first-ever dedicated IBC Talent Programme, taking place on Monday 16 September in the Showc...
06/09/2024
Kiloview, a leading provider of IP-based video transmission solutions, is set to make a significant impact at IBC 2024 with the unveiling of three groundbreakin...
06/09/2024
The newly combined entity of Fabric and Xytech Systems, currently known as Fabric x Xytech, is pleased to announce the appointment of Kira Baca as Chief Revenue...
06/09/2024
Student Spotlight: Mateo Londo o The producer talks about leaving Berklee to grieve the passing of a close friend and fellow student and then returning to fin...
06/09/2024
More rough news for grownups in traditional media. According to a new study from Precise TV, teens prefer the ads on YouTube and are turning to Netflix and YouT...
06/09/2024
A data-driven campaign created by Samsung Ads and Davis Elen Advertising for the...
06/09/2024
Glen Dacy has been named VP of news content and streaming at WFLD-WPWR Chicago, starting September 9. He most recently worked with the CBS Network News Special ...