Post Malone and the Art of Crossing-Over

A look into the success of Post Malone's new cross-over country album

Post Malone and the Art of Crossing-Over

I do not know how the Post Malone did it, but his last album is a master class in crossing over into a new genre. Last month, Post Malone released a country album, marking a shift from his established hip-hop and pop roots into the country music arena. This bold move was executed through collaborations with some of country music’s most revered legends, including Tim McGraw, Morgan Wallen, Blake Shelton, Dolly Parton, Brad Paisley, Luke Combs, Lainey Wilson, Jelly Roll, Chris Stapleton, and Hardy. Each featured collaboration not only enhances the album’s authenticity but also leverages the star power of these artists to tap into their extensive and loyal fan bases.

By securing top-tier collaborations, Malone ensures that his music appears prominently on the Spotify profiles of these country icons. This strategic placement is crucial for several reasons:

Enhanced Visibility: When listeners explore the profiles of these established artists, they are introduced to Post Malone’s work, facilitating organic discovery.

Credibility and Authenticity: Partnering with respected figures in the country genre lends Malone credibility and signals his genuine appreciation for the genre.

Cross-Pollination of Audiences: Fans of the featured country artists are more likely to engage with Malone’s music, effectively broadening his listener base.

Over the past six months, his listener count surged from 60 million to over 83 million, representing an impressive 40% increase. Who else comes to mind that has successfully crossed over into a new genre?

This article was provided by Alex Gramatzki (Crescendo Music Royalty Fund) - Link to the original post can be found here