COLUMBIA SPRINGS THE COUNTRY TRAP

Ron Perry’s Columbia has inked another buzzing project—the “country trap” hybrid “Old Town Road” by Lil Nas X—which is already having a significant impact.

The Atlanta artist’s track, which lays banjo across the trap beat, has surged to #3 at Apple Music and Top10 at Spotify; it moves up to #12 on our most recent streaming chart and is growing significantly, increasing 36% to more than 13m streams this week.

The video has earned 1m+ views and the song has sparked a viral contest in which fans instantly transform into cowboys and cowgirls as the track plays. How big will it get? We’ll be following this “Road.”