CHICAGO, ILLINOIS - JUNE 08: Pitbull performs during Nickelodeon's Second Annual SlimeFest at ... [+]
Cuban-American singer Pitbull (Armando Christian Pérez) has started the New Year off with a bang, as his music video for his 2011 club anthem "Give Me Everything" made it into YouTube's Billion Views Club this month. The track, which also featured Ne-Yo, Afrojack, and Nayer, had previously reached the top spot on the year-end Rhythmic Songs chart when it was released more than a decade ago, while it also topped the Billboard Hot 100.
It was Mr. Worldwide's first number one hit on the Hot 100 since his 2004 debut "Culo," and it is now his fourth video to surpass a billion views on the video streaming service. Pitbull had previously joined the Billion Views Club with "Timber" (featuring Ke$ha), "Rain Over Me" (featuring Marc Anthony), and with Jennifer Lopez's "On the Floor."
The video for "Give Me Everything" is now Ne-Yo and Afrojack's second entry into the Billion Views Club, while it is Nayer's first.
The Billion Views Club
Even with this latest entry into the Billion Views Club, Pitbull will still have a ways to go to become among the most viewed artists on YouTube.
The video for "Baby Shark Dance" by Pinkfong currently tops the list of most-viewed videos on YouTube with more than 12 million views to date. Kid-friendly videos likely have a significant edge as they're watched on a near-endless repeat – probably to the frustration of parents and babysitters around the world. In fact, "Baby Shark Dance" has been the most-viewed video to date as of November 2, 2020 – when it overtook Puerto Rican singer Luis Fonsi's "Despacito" featuring Daddy Yankee, which had been the previously most-viewed video of all time for 1,186 days beginning on January 12, 2017.
A number of other musical artists, including Ed Sheeran, Mark Ronson, Maroon 5, and Katy Perry have also surpassed a billion views – so it isn't just nursery rhymes that are in that repeat cycle.
The significance of a billion views can't be overstated. It was only in December 2012 that "Gangnam Style" by Psy became the first video to reach the milestone, and still remains among the most-watched music videos on YouTube. It took 134 days after being released to reach a billion views.
By contrast, the video for Adele's "Hello" took just 88 days, while Sheeran's "Shape of You" and Fonsi's "Despacito" each took 97 days. And while South Korean K-Pop band BTS has yet to join the Billion Views Club, it still has the distinction of having the top two all-time 24-hour music debuts on YouTube with "Butter" and "Dynamite."
This does highlight that YouTube is more important for musical artists than MTV might have been back when it actually played videos.
"We've seen that online video streaming services are where a new generation is looking for music today, and consuming those videos on demand," explained social media pundit and brand marketing expert Scott Steinberg.
Classic Videos To Reach A Billion
Given that billions of viewers watch billions of videos daily, on a long enough timeline it is likely that more music artists will join the Billion Views Club.
Some patience may be required, however.
Guns N' Roses' "November Rain" – one of the most expensive music videos ever – became the first made prior to the arrival of YouTube's creation to reach a billion views in July 2018, nearly 26 years after it was first released. A year later, the hard rockers' "Sweet Child O' Mine" also became the first 1980s video to achieve the billion milestone.
In November 2018, "Numb" by Linkin Park was the first 2000s video predating YouTube to hit the mark, while Queen's "Bohemian Rhapsody" was the first 1970's video to reach a billion views in July 2019. As it currently stands, no music videos from the 1960s have thus far joined the Billion Views Club.
Sorry boomers.
"We see that some older videos will have traction and appeal, but it is increasingly clear that modern audiences are now on the hunt for newer songs," said Steinberg. "This is just a sign that Gen Z and Millennials aren't searching for Peter, Paul, and Mary or Captain and Tennille – if they even know who they are."
Regardless of whether the song is a week or decades old, there is still going to be a certain cachet in joining the Billions Views Club, even if it takes a while.
"It could open doors to branding, sponsorships, and other opportunities," said Steinberg. "But piling on the additional views doesn't matter as much. At this point, there is no difference for one or two of even 10 billion views."
Finally, while it could be a while before Peter, Paul, and Mary – or perhaps even some songs from a certain Paul, George, John, and Ringo – reach a billion views, it seems like Mr. Worldwide isn't likely to have seen the last of his tracks join the club.
"Once you reach a certain level of modern celebrity, it will continue to follow," said Steinberg. "The best way for an artist to rack up the hits is to have more hits in the back catalog."
