With over 7 million copies sold, Macklemore & Ryan Lewis\u2019 \u201cThrift Shop\u201d is one of the highest selling singles of the past few years.<\/p>\n
But WHY was the song such a huge success?<\/p>\n
And what can you learn from it if you want to score the NEXT big hit?<\/p>\n
Here are 5 key insights:<\/p>\n
1. It\u2019s A Single<\/strong><\/p>\n Did you know Thrift Shop was the 5th in a series of singles released from The Heist?<\/p>\n The first single was \u201cMy Oh My\u201d (released December 2010). It completely failed to chart. About a month later came \u201cWing$\u201d (released January 2011), but it didn\u2019t really catch on either. Then, \u201cCan\u2019t Hold Us\u201d (released August 2011) as the third, and a year later \u201cSame Love\u201d (released July 2012) as the 4th single\u2026<\/p>\n \u2026but it wasn\u2019t until AFTER \u201cThrift Shop\u201d (released August 2012) blew up in October of 2012, that the previous songs climbed the charts, too.<\/p>\n So what\u2019s the lesson? Release and promote a series of individual songs. And:\u00a0If it\u2019s not a hit, switch<\/a>. Don\u2019t keep pushing a song that\u2019s not getting any traction on its own. Keep releasing new songs until one catches on.<\/p>\n 2. It\u2019s Different<\/strong><\/p>\n If you don\u2019t want to drown in the sea of new releases, the first challenge for any (new) artist is: How do you stand out?<\/p>\n The simple answer: Be different.<\/p>\n \u201cThrift Shop\u201d IS different: It\u2019s an\u00a0ode to resourcefulness and getting fabulous even when you can\u2019t afford to touch the luxury items<\/a>\u00a0that rappers usually talk about.<\/p>\n In fact, it\u2019s the exact OPPOSITE.<\/p>\n The lesson: If you want to get noticed, don\u2019t do what everyone else is doing. Dare to be different. You will alienate some, but connect more with others – and that\u2019s what matters in the end.<\/p>\n 3. It\u2019s Fun<\/strong><\/p>\n As Jonah Berger shows in his book\u00a0\u201cContagious: Why Things Catch On\u201d<\/a>, funny stories are among the most likely to go viral (because humor is a high-arousal, positive emotion, which makes it highly shareable).<\/p>\n And \u201cThrift Shop\u201d IS a fun song\u2026 about a \u201ccontroversial\u201d, but not-so-serious topic: Whether you are a thrifty-hipster or not, it\u2019s safe to have an opinion and fun to \u201cargue\u201d about it.<\/p>\n So, remember: Even if your music isn\u2019t comical, don\u2019t take yourself too serious. Make sure it\u2019s fun to talk about your music, if you want anyone to share it.<\/p>\n 4. It\u2019s an Anthem<\/strong><\/p>\n Thrift Shop is not just a song – it\u2019s an anthem.<\/p>\n Why? Because the song is a symbol that captures the ACTUAL cultural phenomenon of the cash-strapped hipster (by choice or not), on the hunt for vintage clothes.<\/p>\n Here\u2019s the good news: If you want your song to become an anthem, too, you don\u2019t need to start a whole new movement.<\/p>\n All you need to do is draft behind a trend that\u2019s ALREADY happening within the audience you want to reach.<\/p>\n Write a concept song with a clear and focused message, and you\u2019ll have a better chance of it becoming an huge hit like Thrift Shop.<\/p>\n 5. It\u2019s Visual<\/strong><\/p>\n With \u201cThrift Shop\u201d, the song\u2019s message doesn\u2019t just come across through the music and lyrics:<\/p>\n