It benefited greatly from becoming a meme on TikTok, featured in clips where teens are transformed into cowboys, sometimes after drinking mystical yeehaw juice. It arrived during a moment in which black cowboy culture is having a bit of a resurgence, in the form of the “ Yeehaw Agenda”. In addition to X’s careful planning, “Old Town Road” got a little lucky. “That’s favorable versus trying to go to the rap format to compete with the most popular songs in the world.” “He was going to these spaces, gaining a little bit of traction on their country charts, and there’s a way to manipulate the algorithm to push your track to the top,” Danny Kang, the co-manager of viral country-music kid star Mason Ramsey, told Rolling Stone. He told Time that the track is a “country trap” genre-straddler. For instance, to facilitate his rise up the charts, he listed the song as country on iTunes and SoundCloud. Lil Nas X’s understanding of pop culture and how it travels online is visible in various parts of this story. After a bidding war, he signed to Colombia Records, and a remix of his hit song, featuring Billy Ray Cyrus, was released last night.
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The musician, whose real name is Montero Lamar Hill, is by no means finished. The ascendance of Lil Nas X on the back of “Old Town Road” feels very DIY, a web-native breakout hit happening entirely outside of the record-label and radio-DJ gatekeeping systems. The YouTube copy, by the way, is set to a montage of footage from the video game Red Dead Redemption 2. Radio stations, eager to play the song, ripped it from YouTube because it wasn’t available through official channels.
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1 on the country charts before it was deemed not country) before he had even been signed to a record label. His hit song, “Old Town Road,” flew up the charts, hitting No.
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To say that the rise of Lil Nas X has been meteoric is an understatement.