Shakira’s Session #53 with Bizarrap broke the mould. The path chosen by the Colombian artist to exorcise the end of her relationship with former footballer Gerad Piqué led her to lead research on social networks. “Women don’t cry anymore, women charge”, Shakira sings and turns that line into a mantra.
January 11 was the day Shakira chose to start “monetising” the break. According to measurements by the Findasense Data & Intelligence team, in just 24 hours, Session #53 added more than 68 million views between YouTube and Spotify. Specifically, around 51 million views on the video platform, and in the case of Spotify, the song has been listened to 17 million times.
Spotify pays around 0.037 cents and YouTube 0.0069 cents for each stream. Every hour adds a million or two plays, accumulating at 10am on January 13, 84 million plays.
Session #53 is the third song Shakira has released since the split. The first was Monotonía and the second I congratulate you, both with some success but far from the repercussion that she achieved in her collaboration with the Argentinean Bizarrap.
In the first 32 hours after the release of Session #53, Shakira reportedly grossed the heartbreak trilogy 28 million euros. 83.7% of these earnings are obtained through the streaming platform Spotify while YouTube contributes the remaining 16.23%.
A) Yes, every minute Shakira pockets approx €19,747according to the Findasense estimate.
The brands go up on the Shakineta
The explosion achieved by the song, which with 17 million views on Spotify has become the most listened to Spanish song on the platform, is based on the fact that the artist has left clues aside. Shakira speaks directly to her ex about her, “sorry if it stings you” and to the woman he abandoned her for, Clara Chia. “You have a good person’s name, it’s clearly not what it sounds like,” says one of the lines.
And it goes one step further by involving four brands. “You traded a Ferrari for a Twingo, you traded a Rolex for a Casio”, sing when you want to put metaphorical.
In just 24 hours the brands that have echoed they would save more than $70,000 guideline get paid on Twitter, Instagram platforms or with influencer strategies.
The Shakira effect trended on brands and gave Casio great exposure that trended globally on Twitter. While most of the mentions came from fake accounts, the company has made a huge impact.
From the @CASIOEdu official account, the post was “Today we have enough notifications to mention Casio in a song. Watches, keyboards and calculators are by and for life.”
On behalf of the Renault Twingo Spain account @twingo_es they posted “For boys and girls like you. Turn it up!” referencing another snippet of the song, with this they managed to go from an engagement rate of 0.40% to 206.12%12, Findasense details.
Subsequently, a series of contents came out from different brands that decided to jump on the trend such as Netflix, Burger King, Prime Video and Disney Plus.
In just 24 hours, the brands analyzed with their 8 posts would save more than US$ 70,000 on the agenda on platforms such as Twitter, Instagram or with influencer strategies.
“Eventually all roads lead to (Rome) Barcelona, and in this case it is not only the heartbreak that is felt, it is the fruition of a phenomenon which, far from being a simple launch, becomes a media and viral effect. , generating all kinds of reactions, comments, emotions, opinions, memes and especially invoices. Hence the importance for brands and content generators of knowing how to grasp the real trends and transform crises into opportunities. It is demonstrated by the numbers and, as Shakira says in her 53rd session, as ‘women no longer cry, women pay’ ”, comments Adriana Pineda, Regional Company Lead of Central and South America.
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Source: Clarin
