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Library/Music/Thrift Shop
Grade B22 sourcesHIS-01560

Thrift Shop

Music · 2012 · Notable

51Editable slideCertificate

A self-released song reached No. 1 with a viral video and hired radio promotion.

Clip · Macklemore on YouTube
Thrift Shop: cover art
Wikipedia (non-free, fair use)
MACKLEMORE & RYAN LEWIS - THRIFT SHOP FEAT. WANZ (OFFICIAL VIDEO)
Macklemore on YouTube
Macklemore & Ryan Lewis Crown Hot 100, Justin Timberlake Soars to Top 5
Billboard
Macklemore & Ryan Lewis, Bruno Mars Highlight Year-End Hot 100 Chart
Billboard
Ryan Lewis and Macklemore
Recording Academy
Macklemore performing during The Heist Tour; CC BY-SA 2.0.
Drew of The Come Up Show / Wikimedia Commons

Spread Score

How it works
Reach41ContagionNo data yetBreadth70Velocity2Longevity9351

Numbers

Weekly US radio audience impressions, not unique listeners
58M
As of Jan 23, 2013 · Audio · Billboard
Seed to observed peak
7 months
Aug 27 ’12 to Mar 16 ’13
Platforms
5
Started on Audio
Origin
Mixed
Entertainment

Mechanics

  • UnderdogPrimary
  • Transgression
  • Platform jump
  • Press loop
  • Response chain

How it spread

Trace the origin

Macklemore & Ryan Lewis released Thrift Shop, then its Seattle video spread through YouTube and Reddit. Early radio play preceded hired promotion by ADA and Warner Bros. The song topped the US and UK charts, spawned parodies and won two Grammys.

Observed peak within the documented measurement window; not an all-time maximum.

Google searchesJul ’12SepDecFeb ’13AprJunOctFeb ’14JulDecObserved peakAudioYouTubeRedditTVPress
AudioYouTubeRedditTVPress

13 more events on this chart

Join free to see them

Timeline (16)

  1. August 2012

    Macklemore & Ryan Lewis seed · Aug 27 ’12

    Macklemore & Ryan Lewis released Thrift Shop featuring Wanz.[1]

    Open the first post ↗

  2. Macklemore & Ryan Lewis platform jump · Aug 29 ’12

    The duo released its music video, filmed in Seattle thrift stores.[2][3]

    MACKLEMORE & RYAN LEWIS - THRIFT SHOP FEAT. WANZ (OFFICIAL VIDEO)

  3. pricklypete platform jump · Aug 29 ’12

    A Reddit user submitted the video to r/videos on its upload day.[4]

  1. platform jump · Sep 2 ’12

  2. platform jump · Dec 11 ’12

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Why it worked

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Origin
Mixed
Sector
Entertainment
Region
US
Weekly US radio audience impressions, not unique listeners
58M
As of Jan 23, 2013 · Audio · Billboard
Evidence
Grade B

Spread the same way

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Soulja Boy "Crank That"

Soulja Boy (DeAndre Way); Collipark Music / Interscope Records

A self-released song and fan dance topped the Hot 100 for seven weeks.

1.9M sold

1 / 8

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New cases, every week

How the next thing spread, the week it does.