Justin Bieber made headlines this weekend for seemingly directing his fans to game Spotify, iTunes and YouTube in order to help send his recent single, Yummy, to No.1 in the US.
A streaming service-gaming guide for fans was reposted to his Instagram account on Thursday night (January 9) and was flagged by a number of social media users.
As reported by the Verge, the now-deleted post first appeared on fan account, Outlyning (which has 115,000 followers), stating: “Justin really wants that #1 and he is really excited about it as he said yesterday in his livestream. If you don’t want to do any of this it’s totally fine, just ignore the post. ✌️This is tips for the people who actually wants to do an extra effort!
To amplify the single’s Spotify streams, the guide urged fans to “create a playlist with Yummy on repeat and stream it”.
The post added not to hit mute, but to “play it at a low volume” and to “play it while you sleep”.
It also encourages fans outside the US to use a VPN, and to set their location to the US so that the streams count towards the Billboard charts.
As noted by the Verge, fan led-strategies to boost singles in the charts in a similar manner are not un-common.
In 2018 for example, over 1,000 Spotify logins were claimed to have been distributed by the BTS fan ‘Army’ to boost US streams for the K-Pop superstars’ album, Love Yourself: Tear.
As detailed in this Complex article, Justin Bieber’s Instagram post follows various other social media-based promotional tactics for the single, which include posting videos simply asking fans to stream and purchase the track to get it to No.1.Music Business Worldwide