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“ENDING” UP HUGE

David Massey’s Arista has its first bona fide multi-format smash with “If the World Was Ending” by JP Saxe f/Julia Michaels. This cut has racked up some 400m streams and continues to get bigger—and is now flying at radio. Promo boss John Boulos is closing bigtime, having piloted the song into the Top 20 at Hot AC, with Pop stations now jumping on board. Alex Tear at SiriusXM Hits 1, Phil Becker at KBFF Portland and JJ Rice at WBLI Long Island lead the crossover charge.  It’s rare indeed for a ballad to achieve this kind of traction in terms of streams and spins. How big will this one get? Could 1 billion streams be in their sights for the year? Stay tuned.

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