The country singer was rebuked by the music industry after using a racial slur. Still, “Dangerous: The Double Album” has logged 86 weeks in the Top 10 of Billboard’s 200 chart.
Nineteen months ago, it seemed that the music career of Morgan Wallen — primed as Nashville’s next crossover star — might be dead. Instead, he is now playing to sold-out arenas and has broken chart records set by the likes of Adele and Bruce Springsteen, in a success story that highlights the power of fan loyalty and the challenges of cancel culture.
“Dangerous: The Double Album,” Wallen’s second LP, came out at the beginning of 2021 and shot to No. 1 on Billboard’s album chart, with big streaming numbers that demonstrated his power among a new generation of country performers. The album was in its third week at the top when TMZ published a video of Wallen using a racial slur. The rebuke was immediate and strong, with Wallen’s songs removed from radio and streaming playlists, and Wallen’s label, Big Loud, saying it would “suspend” his recording contract “indefinitely.”
Yet “Dangerous” would hold at No. 1 for a further seven weeks, and since then it has become an unusually enduring hit. The album has now spent 86 weeks in the Top 10 of Billboard’s chart — dipping to No. 12 only once, when it was pushed out by holiday albums last December — and has been in the Top 5 for 65 of those times.
“Dangerous” stands at No. 2 on the latest chart, beaten only by the Puerto Rican superstar Bad Bunny’s “Un Verano Sin Ti,” another streaming blockbuster that came out in May and has just matched Wallen’s 10-week run at No. 1.
Wallen has now beaten the 1964 record set by the folk trio Peter, Paul and Mary for the longest Top 10 run for an album by a single artist. (In the 66 years of the Billboard 200 album chart, seven other titles have had longer stretches in the Top 10, but those are all movie soundtracks or Broadway cast albums; the longest run of all albums is 173 weeks for the cast album of “My Fair Lady,” which came out in 1956.)
In the wake of the controversy last year, Wallen issued multiple apologies, but was otherwise largely unseen in the mainstream media — a rare test of the commercial appeal of an artist without the benefit of supportive TV interviews or magazine covers. But for many in Nashville, he remains a symbol of a pervasive racism that exists just below the surface of the country music business.
To hear it from executives at Big Loud, which functions as Wallen’s label, management company and music publisher, the success of “Dangerous” is proof of Wallen’s broad cultural appeal and the quality of his music, which blends beer-soaked bro-countryisms with mellow melodies that at times recall classic rock like Eagles.
“We’re having our Garth Brooks moment, our Taylor Swift emergent moment,” Seth England, the chief executive of Big Loud, said in an interview, “of just an artist so big, everyone is getting used to it. Pop is short for popular culture, and he just is popular culture.”
When asked how “Dangerous” has managed such extraordinary success, Greg Thompson, the president of Big Loud Management, added simply: “There’s only one explanation. The music is that good.” (Wallen’s suspension from Big Loud, which continued to sell his music, was temporary. Through a representative, Wallen declined to answer questions for this article.)
Yet from the beginning, Big Loud — and Republic Records, the division of the giant Universal Music Group that has a deal with Big Loud to promote its artists — has pursued smart strategies to make “Dangerous” a success in the streaming era. Most obvious is the album’s length; taking a page from hip-hop albums that have been exploiting this aspect of the streaming economy for years, “Dangerous” has 30 songs on its standard edition, each of which contributes to the album’s overall numbers each week.
Second, Wallen stoked his fans by releasing batches of new songs ahead of the album’s release, sometimes a few at a time, which helped foster the fan loyalty that sustained him in his fallow months of promotion.
With Republic’s help, Wallen has also had some success as a pop crossover act, though that process has been slow. Two of his songs, “7 Summers” and “You Proof,” his latest single, have gone as high as No. 6 on Billboard’s Hot 100 singles chart. According to data from the tracking service Luminate, a little more than half of Wallen’s radio airplay has been on country stations, with pop stations a distant second.
In the wake of Wallen’s use of the slur, musicians and journalists debated the role of racism in country music. Wallen gave an interview to “Good Morning America” in which he characterized the incident as a mistake among close friends who “say dumb stuff together.” He added: “In our minds it’s playful. That sounds ignorant, but that’s really where it came from.”
Gradually, the Nashville world, and beyond, has largely welcomed him back. In an interview with The New York Times published this month, the country singer Kane Brown, who is Black, said: “I texted him that day. I told him he shouldn’t have said it, but also knowing Morgan, I knew that he didn’t mean it in the way that the world thought that he meant it.” Late last year, Wallen appeared on Lil Durk’s track “Broadway Girls,” a hit on the rapper’s No. 1 album “7220.”
Despite the intensity of the criticism levied against Wallen, fans remained loyal. According to Chartmetric, a company that tracks data from streaming and social media, Wallen’s followers on Facebook and Spotify increased at the height of his controversy.
Within months, his songs were back in force on the official playlists of major streaming platforms. And according to Luminate, radio stations are now playing Wallen more than at any point since “Dangerous” was released, with his songs being played about 19,000 times a week this summer.
Also on this week’s Billboard album chart, the veteran metal band Megadeth opens at No. 3 with its first studio release in six years, “The Sick, the Dying … and the Dead!” DJ Khaled’s “God Did,” last week’s top seller, falls to No. 4, and Harry Styles’s “Harry’s House” is in fifth place.
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Morgan Wallen’s Career Seemed Over. Now He’s Broken a Billboard Record. - The New York Times
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