TLDR;
This video explores eight globally successful songs from the 2020s that, despite their international acclaim, underperformed in the US market. It examines potential reasons for this discrepancy, including lack of radio play, challenges in crossing over for K-pop and non-English songs, and shifts in US music tastes.
- Global hits can fail in the US market.
- Factors include lack of radio play and promotional support.
- K-pop faces challenges in fully crossing over, even with English lyrics.
Physical by Dua Lipa [0:17]
Dua Lipa, after establishing herself as a global pop artist with hits like "New Rules," released "Physical" in early 2020 as the third single from her album "Future Nostalgia." The song, a disco-pop track, became a global dance floor and TikTok sensation, amassing over 1.1 billion Spotify streams and topping charts in Europe, reaching number three in the UK. However, in the US, it debuted at number 60 on the Billboard Hot 100 and exited the chart after only two weeks, failing to reach the top 40 due to limited promotion and being overshadowed by other hits.
Money by Lisa [1:34]
Lisa, known as the main rapper and dancer of the K-pop group Blackpink, made her solo debut in September 2021 with "La Lisa," followed by "Money." "Money," a trap-pop anthem, gained traction through a performance video and became a global hit, surpassing 1 billion Spotify streams and charting in 26 countries, peaking at number 10 on the Billboard Global 200. Despite its global success, in the US, it only reached number 90 on the Hot 100, reflecting the challenges K-pop artists face in fully crossing over into the US market, even with English lyrics.
Sprinter by Dave and Central Cee [2:42]
Dave and Central Cee, two popular UK rappers, released "Sprinter" in June 2023, and it quickly became a phenomenon due to its bouncy production and relatable lyrics. The song dominated the UK charts, spending 10 weeks at number one and becoming the most streamed song on Spotify in the UK for 2023. It also topped charts across Europe and surpassed 1 billion streams on Spotify. In the US, however, it dramatically underperformed, failing to chart on the Billboard Hot 100, despite peaking in the top 10 of the Billboard Global 200, highlighting a disconnect with US radio.
People by Libianca [3:50]
Libianca, who gained initial recognition on The Voice, achieved her breakthrough with "People," released in December 2022. The song, which explores themes of loneliness and mental health with vulnerability, became a global breakout hit, topping charts worldwide and reaching number two in the UK. It has accumulated over 840 million global streams on Spotify. Despite its global success, in the US, it peaked at number 83 on the Billboard Hot 100 and quickly fell off the charts, failing to gain traction on mainstream pop radio.
Despechá by Rosalía [4:51]
Rosalía, known for her experimental approach to Latin music, released "Despechá" as a single from her critically acclaimed 2022 album "Motomami." The mambo-driven track, capturing feelings of heartbreak with reggaeton themes, has over 1.2 billion Spotify streams and topped charts in Spain and Latin America, becoming Rosalía's highest-charting track on the Billboard Global 200, peaking at number six. While it went viral on TikTok and dominated summer playlists in Latin America and Europe, it underperformed in the US, debuting at number 63 on the Billboard Hot 100 and quickly falling off, failing to cross over to mainstream pop despite strong Latin radio play.
Snap by Rosa Linn [6:13]
Rosa Linn, an Armenian artist, gained international attention at the 2022 Eurovision Song Contest with "Snap." The self-written folk ballad with alternative sounds went viral on TikTok after the contest. "Snap" became one of the most streamed Eurovision entries ever, surpassing 1.3 billion Spotify streams and topping charts in Belgium, while hitting the top 10 across Europe. In the US, "Snap" debuted at number 97 on the Billboard Hot 100 and peaked at number 67, becoming only the second Eurovision song to enter the charts, but it never fully penetrated the US market despite strong streaming numbers.
Magnetic by ILLIT [7:18]
ILLIT, a South Korean girl group formed through the survival show "Are You Next," debuted in March 2024 with "Magnetic." The lead single, a synth-pop track with bubbly production, quickly gained popularity in South Korea and spread worldwide. "Magnetic" became a streaming success, surpassing 750 million Spotify streams, peaking at number six on the global 200, and achieving number one in multiple Asian countries. In the US, however, it debuted at number 91 on the Billboard Hot 100 in April 2024, driven by streaming, but quickly fell off the chart, lacking major US radio play and crossover momentum.
The Business by Tiësto [8:26]
Tiësto, a Dutch DJ and producer, released "The Business" in September 2020. The song, featuring uncredited vocals from Julian Pereta, became a global hit, accumulating over 1.3 billion Spotify streams and topping charts in numerous countries, especially in Europe, peaking at number three on the UK singles chart. It dominated dance and electronic playlists and became a club staple. In the US, however, it underperformed relative to its worldwide success, peaking at number 69 on the Billboard Hot 100 in 2021, representing modest crossover for a song with such significant global streams.
