Adele’s return has been a smashing success so far.
Since the British pop star released her new single “Hello” on Friday, the video has been viewed more than 90 million times. According to YouTube, during the first 48 hours, it was played one million times per hour, making it the biggest video debut of the year. The highest peak was 1.6 million views in an hour, beating out the highly anticipated “Star Wars: The Force Awakens” trailer, which topped out at 1.2 million views in its most fruitful hour.
Kevin Allocca, head of Culture and Trends at YouTube, says this type of activity is rare. “It’s not data we track often,” he says. “It happens occasionally when you have something really big where you have a lot of people talking about it. [There’s] a lot of interest in a very concentrated amount of time.”
“Hello” also set a record for music-video site Vevo, which reported yesterday that the single-day view total for Friday, Oct. 23 was 27.7 million views. Vevo tallies views by combining data from their own Vevo.com platform and partner sites, including YouTube. The previous record holder was Taylor Swift, whose “Bad Blood” video garnered 20.1 million views on May 17.
|21、AdeleVEVO : Adele – Hello
“Hello” is the first single from Adele’s upcoming third album “25,” out Nov. 20. The video was shot in part on Imax cameras by Canadian filmmaker Xavier Dolan, and along with Adele, stars actor Tristan Wilds (“The Wire,” “90210”). In the video, Adele sings about a broken relationship with flashbacks to her time spent with Wilds’s character.
As for sales, “Hello” has been at the top of the iTunes sales chart for the last four days. Pre-orders for “25” have also placed the album at the top of the iTunes album sales charts. When asked for sales data, a representative for Nielsen Music didn’t immediately respond.
For YouTube, the explanation for the high numbers is more than just a catchy tune and well-shot video. “Two of the biggest cultural things that we have are music and film,” Allocca says. “When a new music video comes out like this, it’s a cultural phenomenon. It’s not just people sampling the song. They want to talk about it and bring their take to it.”