“But on younger-leaning songs, discovering it via TikTok or streaming is becoming the norm.” “Radio certainly still moves the needle,” says Jason Owen, co-president of Hayes’ label, Monument Records. Even if it doesn’t, the song’s embrace by millions of country listeners - like that of Morgan Wallen’s TikTok-powered “ 7 Summers” before it - has already challenged country radio’s position as the only hitmaking platform that matters in Nashville. If the crossover works, “Fancy Like” will become the latest country track after Gabby Barrett's " I Hope" and Lil Nas X’s “ Old Town Road” to find a place at the increasingly eclectic center of American music. Now he’s aiming “Fancy Like,” which just broke into the top 10 of the all-genre Hot 100, for a pop crossover with help from a remix featuring Kesha that dropped Thursday night. “I’ve been in Nashville for 17 years, and in the last 12 weeks my life has completely changed,” says Hayes, whose previous tunes include the nostalgic "90's Country" and the lightly roguish "You Broke Up with Me." “The word to describe it is ‘surreal.’” Soon it spread to streaming platforms like Spotify (where it’s racked up more than 50 million plays) before finally landing on country radio and - hey, what do you know? - in an Applebee’s commercial that excerpts some of the countless TikTok videos inspired by Hayes’ original. 1 on Billboard’s Hot Country Songs tally - the second-longest run of 2021 behind Luke Combs’ “Forever After All” - “Fancy Like” took off in mid-June on TikTok when Hayes, a journeyman act with only a few modest hits to his name, posted a clip of himself dancing to the song with his 15-year-old daughter, Lela. Currently in its eighth consecutive week at No.
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