The newly rejiggered Billboard Top 200 chart now factors in YouTube and other video—and the implications of this move by the civilian-led Bible have the biz speculating bigtime.
The big takeaway, with no verification or transparency in the process, is that a massive new frontier in chart-gaming has opened up. Look for all manner of shenanigans.
We can also likely expect big video drops during release weeks (rather than in the weeks before) to become the norm, with content creation going into overdrive—possibly some form of video for every cut on major releases—to keep fans leaning on the video button. Video will be counted at a 3,750:1 ratio (the same as ad-supported audio streams, compared to 1,250:1 for subscription streams); how will the players ensure sufficient volume to make those numbers count?
While we’re at it, how might the algo-jacking of YouTube’s Lyor Cohen affect the chart balance? Which projects and labels stand to benefit?
The role of video means the new chart will be even more anti-country, anti-indie and anti-rock than its predecessor. As we enter a new era of manipulation, the lack of people who know the business at Billboard guarantees an ongoing shitshow.
