Kristin Robinson: This is bigger for Kim Petras! I can’t think of another trans woman who has charted this high on the Hot 100 before, that’s a major milestone for trans representation in music.
But Petras’ career is hardly predicated upon her being a Hot 100 presence with mainstream appeal in the same way that Smith’s career is. Then again, for Kim, this is her first Hot 100 hit, period – obviously a feather in her cap. Joe Lynch: 50/50 split? It’s Smith’s first major chart look since the Normani collab in 2019, and as a global pop presence with a mainstream audience, it’s huge for them to notch a No. “Unholy” represents an enormous win for both artists, but for Smith, this is proof of a type of staying power that is rare for modern stars, and suggests an ability to keep collecting hit singles in the second decade of their career as a popular artist. Jason Lipshutz: Petras has a cult following and plenty of runway to develop as a pop personality, but Smith is an established hit-maker whose last few singles as a lead artist couldn’t crack the upper reaches of the Hot 100. Basically, it does what a good teaser should do - get you curious about the final product without giving too much away about it - and it’s not surprising that listeners were so immediately intrigued with it. It’s so fun!Īndrew Unterberger: I think it was particularly effective condensed to a teaser format, because the chorus is so striking and surprising and mysterious, especially coming from a top 40 fixture like Smith. However, most of what I just said is likely subconscious for most people: In general, I believe some of the virality can also be attributed to hearing Sam Smith at their edgiest.
These unplaceable similarities make listeners feel like they distantly know the song already and may help them latch on. I believe this is similar to how Doja Cat’s “Kiss Me More,” which borrowed (“interpolated”) the melody of “Physical” by Olivia Newton John for its chorus, also added some initial interest for listeners. This perks up our ears on the first listen as we try to figure out where we’ve heard it before. “Unholy” uses a scale which is most commonly associated with Indian or other Eastern musical traditions. Kristin Robinson: I think the chorus feels incredibly different from most pop songs on the Hot 100, and this is actually backed up by music theory. Plus, the heightened, bombastic drama of the sonics – which had a lot of people stymied why anyone was vibing to it in the first place – gave it a little boost of “huh?” that kept it going. Joe Lynch: Initially, it least, it seems fueled by clips of people going through some sort of style ‘upgrade,’ usually of the thirst trap variety, and since social media is fueled by the desire to see and be seen (not to mention hormones), it was a pretty good candidate for a viral moment. The combination of heavy viral marketing and an immediate chorus has helped Smith score their biggest hit in years, and Petras her biggest hit to date.
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Yet that hype doesn’t work if the “Unholy” hook isn’t quite so irresistible, full of sultry energy and a whiz-bang melody. Jason Lipshutz: Sam Smith and Kim Petras both did a fantastic job of hyping up “Unholy” in the weeks leading up to its release, tapping in to their combined millions of followers with fun, engaging posts. All of that with the scandalous lyrics made it such an expected 2022 TikTok hit – especially when there are a whole lot of famous daddies doing unholy business lately. Rania Aniftos: It’s a mix of Sam Smith’s star power and Kim Petras’ explosive popularity among young music lovers. Why do you think the song was able to go so viral even before its official full release? “Unholy” became one of the year’s most anticipated pop songs after becoming a much-shared sound on TikTok when Smith first released the snippet in mid-August. Which of the two artists does the song’s success mean more for? And how will its impact be felt on pop music in the next couple years? Billboard staffers discuss these questions and more below.ġ.
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