Adele’s ‘Hello’ is the second-fastest video to reach 100 million views on YouTube

30 Oct 2015 | Author: | No comments yet »

Adele’s “Hello” Becomes Second-Fastest Video to Hit 100M YouTube Views.

In a mere five days, “Hello” has crossed 100 million views on YouTube, “a milestone it takes most major music videos months to achieve,” according to a statement from YouTube. “Hello” reached the 100 million mark faster than any other song in 2015.

Or if she’s just going to double the number of years between each successive release, perhaps the next album will be “33.” But let’s not get ahead of ourselves. “25” hasn’t even dropped yet; it comes out Nov. 20, and the masses whose ears have been touched by Adele’s golden voice are happy just for that. As detailed in Billboard’s current issue, industry projections put first-week sales for 25 anywhere between 1.3 million and 1.8 million, which means Adele likely will best Taylor Swift’s 1.29 million first-week sales for 1989 last year.

Additionally, Adele could take the crown for biggest debut week for a female in the Nielsen era (1991-present) — currently, Britney Spears’ Oops!…I Did It Again holds that record, with 1.32 million albums sold in May 2000. Just ask Lil Wayne and Kesha, both embroiled in conflicts with their record companies and anguishing over the fact that litigation and contractual red tape has thwarted their ability to release new music. Even in the bombastic, farcical universe of “Empire,” Hakeem Lyon decides to go rogue and leak his album, which belongs to Empire, after he and Cookie, banned from the company, establish a record company of their own. Even Beyonc, who is also famously Twitter averse, felt the need to lay down the law on “Bow Down/I Been On” in March 2013 as she was approaching a two-year gap since the release of her album, “4.” “I took some time to live my life/but don’t think I’m just his little wife/Don’t get it twisted, get it twisted/This my s-; bow down b–es.” The latest and greatest feat of entertainers is maintaining a media presence even when there’s nothing concrete to promote. (A longtime trick has involved tipping off paparazzi and then scowling at them while making sure they capture the label of whatever borrowed, mortgage payment-priced handbag you happen to be toting.) Adele has proven that’s it’s possible for a celebrity to disappear when they want to and remain relatively unbothered.

Her styling hearkens to a bygone era when stars could still seem mysterious and you needed a subscription to a magazine like Confidential to find out the more sordid bits about their lives. Lana Del Rey also has a more classic vibe, but Del Rey certainly could not pull off what Adele has: to disappear from music for three years and then emerge with a video that with 27.7 million views surpassed Taylor Swift’s record (20.1 million for “Bad Blood”) for single-day views. Even Adele’s decision to step away from music, raise her 2-year-old son and enjoy country life in West Sussex with her partner, Simon Konecki, feels retro.

Adele has won by exercising restraint, but she simply wouldn’t be able to do it if she didn’t produce popular music that feels thoughtful and personal and real. She’s a person first, not a brand, through truthfully, some would posit that “she’s a person, not a brand” is her brand. “I don’t want to just be some skinny mini with my t–s out,” she told Cooper. In a world in which everything bespoke, free-range, artisanal and overwhelmingly Etsy-ed now feels like just another cynical ploy to separate you from your money, Adele is the real deal.

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