Here's How Morgan Wallen Helped Post Malone Gain a 260% Increase in First-Time Listeners on Spotify in 2024

Post Malone has been one of music's leading hitmakers for the best part of ten years, with the bearded crooner possessing more Diamond-certified singles than any other artist in history.

However, over the course of 2024, as Post Malone made his high-profile, long-awaited foray into country music, it's felt as though his popularity has surged another few notches.

The statistics confirm this, with Posty selling out his first ever headlining stadium show at Nashville's Nissan Stadium in October. His 2024 country album, F-1Trillion, secured him his first Billboard 200 No. 1 and Hot 100 No. 1 as the lead artist since 2019.

That Hot 100 No. 1 - Post Malone's blockbuster collaboration with Morgan Wallen, ‘I Had Some Help’ - quickly blossomed into one of the biggest hits of 2024, being crowned Billboard's Song of the Summer, after spending six weeks at the peak of the all-genre chart.

Although not Post Malone's first country release, with his HIXTAPE Vol. 3 cut, ‘Pick-Up Man’ with the late Joe Diffie, serving as his debut country single in 2023, ‘I Had Some Help’ was the introductory piece to Posty's meticulously crafted F-1Trillion puzzle.

New data revealed by Spotify, as part of the streaming platform's Wrapped release, has consolidated the importance of Post joining forces with Morgan Wallen for ‘I Had Some Help’.

Following the highly anticipated arrival of ‘I Had Some Help’ with Morgan Wallen, Post Malone saw a 260% increase in discoveries - or rather, first-time listeners - on Spotify in the US. What's more, when considering Spotify's pool of country listeners specifically, Post Malone experienced a whopping 820% increase in first-time listens on the platform in the US off the back of his ‘I Had Some Help’ duet.

Given the New York native's role as one of the most recognisable artists in modern music, boasting monster hits such as ‘Rockstar’, ‘Psycho’, ‘Circles’ and ‘Sunflower’ - the latter being the only song to ever be certified Double-Diamond - it's unlikely these new Spotify listeners didn't know who Posty was before ‘I Had Some Help’.

As a result, it seems that either ‘I Had Some Help’ was simply such an infectious and ubiquitous song that a host of users couldn't help but listen to Post Malone for the first time, or alternatively, that new 260% was drawn from Morgan Wallen's fanbase.

Morgan Wallen has always blurred the lines between genres, often infusing rap and trap-leaning textures into his music, so his sound has never been a million miles away from that of Post Malone. But even so, Morgan also has one of the most loyal country followings in the game, having established himself as a chart titan over the past couple of years through hits such as ’Last Night’ and ’Love Somebody’.

There's the famous story of Lil Durk feeling bemused when his 2021 album, The Voice, was blocked from the top spot on the Billboard Hot 100, only for him to find an artist he'd never heard of at the time - Morgan Wallen - was still holding onto No. 1.

Lil Durk promptly reached out to Morgan and they collaborated on the fiery ‘Broadway Girls’, which helped propel Durk's next project, 7220, to become his first No. 1 album.

Morgan Wallen is able to dominate the charts in a way few other artists can, as is highlighted by the fact that his last album, One Thing At A Time, was still Spotify's second-most streamed album in the US in 2024, despite being released back in March 2023.

Post Malone has over double the number of global monthly Spotify listeners compared to Morgan Wallen. Yet when considering the US alone, Morgan was the fourth most streamed artist of the year; Post Malone, meanwhile, didn't make it into the Top 10. It therefore seems we cannot underestimate the ‘Morgan Factor’ when it comes to assessing the immense and well-deserved success of ‘I Had Some Help’.

Perhaps, then, these newly unveiled Spotify Wrapped statistics demonstrate how Morgan Wallen's involvement in Post Malone's first official single from F-1Trillion was crucial to Posty's resurgence. With Post Malone confirming he has a second unreleased collaboration with Morgan Wallen, it looks like this formidable duo may well have another genre-blending chart-topper on their hands in the near future.

For more on Morgan Wallen, see below: