WHAT IT IS: 19-year-old singer/songwriter/producer Sub Urban’s breakout viral hit, “Cradles,” has been exploding online—with 130m+ cumulative streams across platforms—and has been used more than a billion times on TikTok, making it one of the biggest songs on TikTok to date. Following his previously released alternative banger, “Isolate,” the new video for “Cradles,” which premiered via Alt Press, portrays a nightmare come to life. The video— envisioned entirely by Sub Urban himself and directed by Andrew Donoho—is a glimpse into the brilliantly twisted mind of Danny Maisonneuve (aka Sub Urban), one of the most exciting new artists to watch.
SINGLE: “Cradles”
LIVE: Chicago show at Schubas Tavern 11/23
INTERNET: Single used more than a billion times on TikTok; average Instagram engagement is 20%; IG followers growing by about 10% per month
RADIO: Impacted Alternative on 7/29; #44-40 at press time, 279 spins (+68), 765k (+75k/37*); recent adds at KTEG, WRIS, Music Choice, KXTE, WEBN-F2, WZRH, WARQ-F2, WRMR
PRESS: Alternative Press, Genius, Billboard
BOOKING: Marty Diamond/Paradigm