Is the Stranger Things Star Dominating the Charts with the Show's Music?

Joe Keery, known for his role as Steve Harrington in Netflix's Stranger Things, has made waves in the UK music charts as his song "End of Beginning" has reached number one. This surge in popularity coincides with the finale of the beloved series, which has reignited interest in a variety of iconic 1980s tracks featured in the show. This trend highlights the powerful influence of social media platforms like TikTok in reviving older music, engaging both nostalgic listeners and new audiences alike.

Last updated: 02 January 2024 (BST)

What’s happening now

As of the start of January 2024, Joe Keery's song "End of Beginning" has ascended to the number one position in the UK charts, following the release of Stranger Things' fifth and final season. The song, while not included on the official soundtrack, gained traction through viral TikTok edits of the show's final episode, showcasing its strong appeal among fans. During the past week, the track accumulated an impressive 5.4 million streams in the UK alone, contributing to its newfound popularity.

Key takeaways

• Joe Keery's "End of Beginning" has reached number one in the UK charts, driven by TikTok trends.
• Iconic 1980s songs featured in Stranger Things are experiencing a resurgence in popularity.
• Social media, particularly TikTok, plays a significant role in reviving older tracks.

Timeline: how we got here

The rise of Joe Keery's music and the resurgence of 1980s tracks can be traced back through several significant milestones:

• 2022: Joe Keery releases "End of Beginning," which initially peaks at number four in the UK.
• November 2023: TikTok users begin creating content featuring "End of Beginning" in conjunction with the show's storyline.
• 1 January 2024: The final season of Stranger Things is released on Netflix.
• 2 January 2024: "End of Beginning" reaches number one in the UK charts, dethroning Taylor Swift's "The Fate of Ophelia." The song also becomes the most streamed track globally on Spotify.

What’s new vs what’s known

New today/this week

Joe Keery's song "End of Beginning" has skyrocketed to the top of the UK charts, marking a significant achievement for the artist. The song's viral success on TikTok, despite not being part of the official Stranger Things soundtrack, showcases the evolving landscape of music promotion in the digital age.

What was already established

Prior to this week, "End of Beginning" had already made a mark by peaking at number four in 2022. The show's previous seasons have previously driven up the popularity of various tracks from the 1980s, creating a precedent for such revivals.

Impact for the UK

Consumers and households

The revival of 1980s music, particularly tracks from Stranger Things, has implications for listeners in the UK. The nostalgic nature of these songs resonates with older generations, while younger audiences are discovering them for the first time, leading to a broader appreciation for diverse music eras. This resurgence can influence consumer behaviour in music streaming and purchasing habits.

Businesses and jobs

With the increased popularity of these classic tracks, businesses in the entertainment and music sectors may see a boost in sales and streaming revenue. Music platforms might experience heightened engagement as listeners flock to explore the revitalised interest in older catalogues. Additionally, there may be opportunities for artists and producers to collaborate on remixes or tributes to these popular songs.

Policy and regulation

The impact of music streaming trends may prompt discussions around copyright laws and the handling of older music in the digital landscape. As songs from previous decades gain new life, stakeholders may need to reassess licensing agreements and revenue sharing models to ensure fair compensation for original artists and rights holders.

Numbers that matter

• 5.4 million: Total streams of "End of Beginning" in the UK this week.
• 55 million: Global streams of "End of Beginning" on Spotify over the past week.
• 25 million: Streams of The Police's "Every Breath You Take," reaching number eight on Spotify's global chart.
• Number 21: Previous peak for The Police's track before its resurgence.
• Number eight: Zara Larsson's "Lush Life," back in the UK singles chart due to TikTok trends.

Definitions and jargon buster

• Streaming: The delivery of audio or video content over the internet without the need for downloading.
• TikTok: A social media platform where users create and share short videos, often set to music.
• Nostalgia: A sentimental longing for the past, often expressed through music or cultural references.

How to think about the next steps

Near term (0–4 weeks)

In the immediate future, UK listeners can expect to see further trends emerging from TikTok and other social media platforms as they continue to influence music consumption. Fans may create more content around both "End of Beginning" and the revitalised 1980s tracks.

Medium term (1–6 months)

As the impact of Stranger Things continues to resonate, it is likely that other classic tracks will also experience a resurgence. Music labels and artists may begin to capitalise on this trend by releasing remastered versions or new collaborations with contemporary artists.

Signals to watch

• Monitoring Spotify and UK charts for shifts in music rankings.
• Observing TikTok trends for new viral challenges featuring older songs.
• Tracking emerging artists who may leverage nostalgia in their music releases.

Practical guidance

Do

• Explore playlists featuring 1980s music to discover tracks that resonate with current trends.
• Engage with social media platforms like TikTok to stay updated on music trends.
• Support artists by streaming and sharing music that you enjoy.

Don’t

• Neglect newer music simply because of nostalgia; explore a variety of genres.
• Assume that all old tracks will experience a resurgence; trends can be unpredictable.

Checklist

• Check the UK singles chart weekly for new entries and trends.
• Follow music influencers on social media to stay informed about emerging hits.
• Participate in TikTok trends that feature music you enjoy.
• Explore music streaming services for curated playlists of classic hits.
• Stay open to discovering new interpretations of older songs through remixes or covers.

Risks, caveats, and uncertainties

While the resurgence of older tracks is intriguing, it is essential to remain cautious. The popularity of songs can be fleeting and influenced by ever-changing trends. Furthermore, the reliance on platforms like TikTok for music promotion can create volatility, as trends can shift rapidly. Additionally, not all songs will benefit equally from nostalgic appeal; some may struggle to gain traction despite their historical significance.

Bottom line

The rise of Joe Keery's song "End of Beginning" to number one in the UK charts underscores the powerful interplay between social media and music. As nostalgia fuels the revival of classic tracks, both established and new artists have an opportunity to engage with a diverse audience, reshaping the landscape of music consumption in the UK.

FAQs

What is Joe Keery's music career like?

Joe Keery, also known as Djo, has been releasing music since 2018, with his song "End of Beginning" recently hitting number one in the UK charts.

How has TikTok influenced music trends?

TikTok has played a crucial role in reviving older songs by allowing users to create content that resonates with nostalgia, engaging both younger and older generations.

What other songs are popular from the 1980s due to Stranger Things?

Tracks like Prince's "Purple Rain," Kate Bush's "Running Up That Hill," and The Police's "Every Breath You Take" have seen renewed popularity due to their inclusion in the Stranger Things soundtrack.