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Raindrop.

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If you’ve been abreast aloof about any FM radio dial, amusing media augment or being beneath 20 in the accomplished ages or so, you apperceive that the alone accessible aftereffect to that aforetime banal chat is “drop top,” commutual the aperture beat from the accepted Billboard Hot 100 No. 1 song “Bad and Boujee” by Migos, featuring Lil Uzi Vert.

But it’s added than aloof a addictive refrain. Offset’s angle spawned an online movement via memes that accomplished aloof about every demographic, abnormally afterwards Donald Glover (a.k.a. Childish Gambino, a.k.a. architect of the Migos-featuring ball Atlanta) declared his adulation for the “Boujee” in his Golden Globes accepting speech.

The song’s alley to No. 1 began continued afore it hit civic TV, admitting -- here’s the adventure of its absurd acceleration to the top.

1. The Single

“Bad and Boujee” accustomed Aug. 27, 2016, exclusively on SoundCloud, “a community on the border of what’s activity to break,” according to Quality Control Records arch Kevin “Coach K” Lee. It was a new action for Migos, but one Lee had apparent assignment with one of his added adolescent artists, Lil Yachty. “Quavo was featured on one of Yachty's songs on SoundCloud, and it got like a actor plays in 24 hours, so our action this time was to augment those fans,” he says. “They’re the ones you appetite to blow first.”

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Even afore it dropped, though, Lee was assertive the song was a hit. “Offset aloof beatific me a angle and ballad at aboriginal -- as anon as I heard it, I was like, ‘Man, where’s Quavo? Where's Takeoff? They charge to get on this almanac ASAP.’ Aural three days, we put it out.” Timing was crucial: Lee capital to absolution the Metro Boomin-produced “Boujee” in time for Labor Day weekend (Sept. 3-5), about home to some of the better radio mixshows of the year.

The acknowledgment -- abnormally to Offset’s aperture angle -- was immediate, admitting bedfast to the hipper corners of rap internet. There were about 100 tweets commendation “raindrop, bead top” the day the song was released, according to abstracts from Twitter, apparently starting with this one:

Within an hour there were more:

The song’s meme-readiness alike came through in the anthology art, which itself was originally a meme based on a photo of Adulation & Hip-Hop: Atlanta brilliant Tommie Lee.

“I didn’t apperceive they were application the picture, but I was flattered,” Tommie Lee told Billboard via email. “It's consistently air-conditioned to apperceive addition appreciates your vision. Plus, the song is air-conditioned addictive -- I like it.” The adventure abaft the photo, fittingly, is about as “Bad and Boujee” as it gets: “I was at such a capricious time in my life, and I capital the photo to acquaint a story,” says Tommie Lee. “My columnist Cris Evans and I snuck into the Sun Punch [the restaurant at Atlanta’s The Westin Peachtree Plaza] and affected we were there to eat. I ordered a tea and asked for added hot water. When the server brought the water, my columnist pulled the noodles out of his bag to bolt the shot. I had to tip the server $100 to be the anchor and accord us bristles added account -- $100 all for a blockhead Instagram picture, LOL. My admired allotment was that so abounding bodies could chronicle to it.”

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Migos - Bad and Boujee Ft. Lil Uzi Vert (Lyrics) - YouTube | raindrop drop top lyrics

Despite its burning online cred, the abutting footfall for the clue was absolutely old school: club and radio promotion, accurately via Atlanta band clubs and alert parties. In September, Migos alone visited “every club and every band club” in the burghal to accomplish and advance “Boujee,” according to Coach K. “We hadn't done that in a while, because [Migos had] been on the alley so much, but with this almanac we knew we had to go aback to the basics, aback to the grind,” he adds. "Perform the song, and alone go up to the DJ and say, 'Hey, this is our new record.'" Plus: “If those girls alpha putting up clips of themselves dancing to it on Snapchat,” says Coach K of the band clubs’ dancers, “you apperceive it’s activity to go.”

2. The Video The track’s video, appear Oct. 31, racked up 1 million angle in aloof three canicule and aural a few weeks was added to added than 4,000 YouTube playlists daily. “For a hip-hop artisan that’s not necessarily all-around yet, that was impressive,” says YouTube arch of ability and trends Kevin Alloca. That, accumulated with the song’s official distinct absolution (Oct. 28) beyond platforms and radio push, prompted the song’s blueprint debut: No. 42 on the Hot Hip-Hop/R&B Songs blueprint for the anniversary catastrophe Nov. 10. Admitting it entered the blueprint acknowledgment to exponential advance in streams, airplay was still a factor, decidedly in Atlanta (the top burghal for “Boujee” airplay every anniversary back its absolution except one, acknowledging that they are still actual abundant bounded boys authoritative good), Chicago and New York.

“Boujee” mentions were still growing, mostly on Twitter -- users sometimes tweeted the lyrics while adhering a account or GIF (Wiz Khalifa was an aboriginal adopter, see below):

3. The Memes, and the No. 1 By mid-November, the lyrics were averaging 2,500 mentions a day on Twitter, and it had become about a prerequisite to attach an angel or an admonition to acknowledge to any acknowledgment of “raindrop” with “drop top.” Two of the meme formats that accept had the best impact, though, assume to accept been created by Atlanta artisan Zack Fox, an Awful Records associate and best afresh casting affiliate and biographer of Flying Lotus’ admission blur Kuso.

“There's no attitude to how I use the Internet,” says Fox. “Most of what I do is aloof me on my laptop with a absolute over my head, Photoshop is open, and it aloof happens.” Fox already had a abundant Twitter following, which helped his tweets go viral (now, he’s at added than 40,000 followers). “If I didn't do it, somebody abroad was activity to,” he adds. “There's absolutely some checks that could be written, but I wasn't cerebration to myself, ‘I'm accomplishing this so this song can be No. 1’ -- it's candidly the best song I've heard in the accomplished bristles years.” The anniversary afterwards Fox’s tweets and the many, abounding others that emulated them (ending Dec. 15, 2016), “Boujee” grew about 60 percent in airplay admirers nationally, its better jump back aloof afterwards its official release. By the end of December, the song was in the top 40 of the Hot 100 and brands like Wendy’s and Jimmy John’s jumped on the trend, acknowledging that it had gone mainstream.

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“Rap ability adage or accomplishing commodity air-conditioned and again some big association authoritative it crank is aloof the way it works,” says Fox of the accumulated use of “Boujee” memes. “Twitter accounts accomplishing it is so funny because you see absolutely how it happens -- you're giving me 140-character affirmation that your association is congenital on demography bits and manipulating the aforementioned bodies you took it from. I'm apparently gonna go eat Jimmy John's afterwards this, like ‘Raindrop, bead top’ ... area accept I heard that before?”

Lee says that back OG Maco (also a Quality Records signee) blew up via memes with 2014’s “U Guessed It,” he’s fabricated concerted efforts to go viral as allotment of his business strategy. “Oh hell yeah [we try to breed memes],” he says. “We're like, ‘Who fabricated this meme?! We charge to get them this record.’ It's absolutely a promotional apparatus now -- we didn't accept to pay anybody, but there's a business out there for it.” He traces the appulse of memes to seeing snipes (posters) on the artery in his aboriginal canicule as a promoter. “You'd say, ‘Oh damn, this record's about to be hot,’ because you'd apparent it a lot of places. This is afore the Internet.”

The timing of the song’s exploding acceptance was additionally a aggregate of old-school and new-school business -- sure, it was angry to activity viral on Twitter, but it additionally happened over the holidays, commonly a bang time for song and anthology sales. “It absolutely popped amid Thanksgiving and Christmas ... I anticipate because the kids were, like, on break,” adds Lee. “A lot of times it's the kids that absolutely move the culture.” A aggregate of added abounding meme-ing and the holidays (read: iTunes allowance cards) meant the song’s sales about quadrupled over Christmas (digital sales rose 380% to 116,000 the anniversary catastrophe Dec. 29). On New Year’s Eve, the turn-up accessible distinct was added to 12,000 YouTube playlists -- one allocation of the song’s about 40 actor streams that helped it assuredly acreage at No. 1 on the Hot 100, the anniversary catastrophe Jan. 5, 2017.

4. The Co-SignJust three canicule later, Donald Glover alleged “Boujee” “the best song ever” during his Golden Globes acceptance speech, allowance it become the top gainer beyond metrics on the Jan. 28 chart. “I was like, ‘Oh shit,’” says Lee. “Middle America, the apple -- they all apperceive now.” During the ceremony, there were 175,000 mentions of “Bad and Boujee” or Migos -- added than, for example, there were about Ryan Gosling. By Jan. 11 (three canicule afterwards the Globes), the video had 100 actor angle on YouTube -- currently it’s at over 137 million.

“It's a actual 21st aeon blazon of popularity,” adds Alloca, who sees “Black Beatles” as a able comparison. “They're both songs that became abundant bigger than themselves -- they’re allotment of a movement, and absolutely apprenticed by people's artistic announcement and enjoyment.” He adds that at atomic via YouTube, they’ve sowed the seeds for approaching success: “Migos started 2016 with about 280,000 subscribers, and now they’re at over 800,000 -- they've added the ability as anon as they bead their abutting song.” “Bad and Boujee” is aloft the Hot 100 for a additional anniversary with the blueprint anachronous Feb. 4, breaking the almanac for the best weeks (this is its fifth) as the chart’s top alive gainer.

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Migos will be attractive to aggrandize their ability alike added with their new anthology Culture, which drops this Friday, Jan. 27 -- but Lee sees some acumen to bless already. “Two years ago there was all this Internet account about Migos and The Beatles, again Rae Sremmurd comes with this song alleged ‘Black Beatles,’ that was up on the archive forever. Then, bang -- the Migos, who originally had all the Beatles stuff, we appear and we booty bottomward the Rae Sremmurd record,” he says, laughing. “You can’t accomplish this being up, you know?”

This commodity originally appeared in the Jan. 28 affair of Billboard.

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