OLD TOWN ROAD

MusicDigital Marketing
Written By Touré Shiver

Lil Nas X TAKES THE "Old Town Road" TO Record-Breaking SUCCESS

In the history of music, few songs have stirred controversy, achieved commercial success, or set as many records as Lil Nas X's debut single, "Old Town Road." Fueled by the fires of TikTok, the song became an internet smash, propelling Nas X into an online sensation overnight.

Nas initially released "Old Town Road" in late 2018 on SoundCloud. It went viral online, leading to a deal with Columbia. The song was then re-released with Cyrus as a feature after Nas expressed that he wanted him on the song. However, the controversy ignited when Billboard removed the piece from its Hot Country Songs chart. Billboard stated that "Old Town Road" did not embrace enough elements of today's country music in its current version. This decision sparked debates about race, genre, and the gatekeeping of country music. People argued that the removal displayed racial bias, as country music has historically been seen as a predominantly white genre despite having roots in African American music.

Amid the controversy, "Old Town Road" only soared higher in popularity. The song went viral on TikTok and rapidly ascended to Billboard's Hot 100 chart, reaching the number-one spot after its release. The commercial success of "Old Town Road" was nothing short of impressive. It topped the charts worldwide, became an iconic cultural moment in 2019, and became the fastest song in history to be certified diamond.

Lil Nas X also wanted to be strategic in keeping the song's momentum alive. We released multiple remixes, each with different featured artists, including BTS's RM, Mason Ramsey, and Young Thug. This strategy kept fans engaged, as each version brought something fresh to buy into. Each remix also had a unique content piece, giving fans more to consume online.

"Old Town Road" challenged stereotypes and standards while pushing the boundaries of belonging in a particular music genre. In doing so, it catapulted Lil Nas X to stardom, laying the foundation for his debut album and opening doors for the future of music to be diverse, inclusive, and boundary-less.

LISTEN & DOWNLOAD “OLD TOWN ROAD” OUT NOW
Touré Shiver

TOURÉ SHIVER is a music executive, marketer, and creative strategist whose work spans some of the most influential names in music and entertainment.

He currently serves as Vice President of Marketing Strategy at Republic Records, following six years leading digital marketing campaigns at Columbia Records. Throughout his career, Touré has helped shape the digital footprint of some of music’s most exciting artists, including Tyler, The Creator, Central Cee, Chloe x Halle, Leon Bridges, Polo G, and Pharrell Williams. His contributions have earned recognition across the music business, including a spot on Billboard’s Hip-Hop/R&B Power Players list.

With roots in business and the arts, Touré earned a marketing degree from North Carolina A&T State University and a master’s in media management from The New School. He also studied photography in Florence, Italy. An early chapter that continues to shape his eye for detail and creative instinct. Known for blending strategy with creativity, he’s built a reputation as a thoughtful, trusted voice for artists navigating today’s ever-changing creative landscape.

http://www.tourexali.com
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