By Reynand Wu 
Welcome to Billboard Pro’s "Trending Up," a weekly deep dive into the songs, artists, curiosities, and trends that are capturing the music industry’s attention. Some emerge unexpectedly, others build momentum over months, and all possess the potential to become ubiquitous, often amplified by the viral nature of platforms like TikTok. This week’s installment highlights the remarkable ascent of Magnus Ferrell’s "Asleep Talking," the symbiotic boost enjoyed by Latto and Doja Cat through a highly discussed music video, and the surprising resurgence of Don Miguelo’s 2020 anthem following a major sporting event.
Magnus Ferrell’s "Asleep Talking" Gains Traction Through Strategic Podcast Appearances
Emerging as a notable voice in the contemporary R&B landscape, Magnus Ferrell, son of comedy icon Will Ferrell, has witnessed his single "Asleep Talking" achieve significant breakout success. Released on April 24, the track, a soulful mid-tempo number reminiscent of jazz-infused classics like Bobby Caldwell’s "What You Won’t Do for Love," found its initial footing. However, a strategic wave of endorsements from prominent podcasts throughout the summer has propelled the song into a new stratosphere of popularity.
The pivotal moment in the song’s trajectory appears to have been Will Ferrell’s appearance on the IMO podcast, hosted by Michelle Obama and Craig Robinson. On July 1, the elder Ferrell proudly showcased a snippet of his son’s burgeoning track, inadvertently amplifying its reach to a wider audience. This endorsement served as a significant catalyst, underscoring the familial support behind Magnus’s musical endeavors and adding a layer of public intrigue.
The momentum continued to build. By July 23, "Asleep Talking" received a favorable mention on The Morning Shift Show, a popular TikTok account with over 1.6 million followers. This digital amplification, originating from influential voices within the podcast and social media spheres, has been instrumental in introducing "Asleep Talking" to a new demographic. In parallel, Magnus Ferrell has actively engaged with his growing audience by producing social media content that directly addresses the song’s burgeoning popularity. This includes sharing reactions to media coverage, such as NBC News’s acknowledgment of the father-son connection, and promoting his Blue Note Los Angeles residency, which commenced on July 21.
The impact of these endorsements is quantifiable. According to Luminate data, "Asleep Talking" registered just 67,000 official on-demand U.S. streams between July 18 and 21. In the subsequent four days, from July 22 to July 25, the song experienced an astounding 892% surge, accumulating over 670,000 official on-demand streams. This dramatic increase signifies a powerful correlation between podcast mentions and direct listener engagement.
Furthermore, "Asleep Talking" made a notable debut on the Billboard charts. For the August 1-dated Digital Song Sales chart, the track entered at No. 24. This charting achievement marks Magnus Ferrell’s official entry into the Billboard-ranked artist arena, mirroring his father’s past success. In 2020, Will Ferrell’s comedic song "Husavik," from the Netflix film Eurovision Song Contest: The Story of Fire Saga, peaked at No. 16 on the same chart, establishing a unique familial Billboard presence. The sustained interest in "Asleep Talking," bolstered by its organic promotion through trusted voices, suggests a promising future for Magnus Ferrell as an artist.
Visual Spectacle Drives Latto and Doja Cat’s "Okayyy" to New Streaming Heights
The collaborative single "Okayyy" by Latto and Doja Cat has experienced a significant uplift in streaming numbers, directly attributable to the release of its visually striking music video on July 21. The track, featured on Latto’s recent Big Mama LP, had already garnered substantial attention, but the accompanying visual component has acted as a powerful accelerant for its commercial performance.
Prior to the music video’s debut, in the five-day period from July 16 to July 20, "Okayyy" garnered over 823,000 official on-demand U.S. streams, as reported by Luminate. The release of the music video on July 21 triggered an immediate and dramatic increase in listener engagement. In the subsequent five-day period, from July 21 to July 25, the song’s streams skyrocketed by an impressive 308%, surpassing 3.36 million official on-demand streams. This surge highlights the potent influence of visual content in driving audio consumption in the current music landscape.
On YouTube, the "Okayyy" music video has rapidly accumulated views, exceeding 4.7 million within its first week of release. The official TikTok sound associated with the track has also seen widespread adoption, appearing in over 237,000 posts. The video has garnered widespread praise for its fashion-forward aesthetic and the complementary styles of Latto and Doja Cat. However, it has also been the subject of critical discourse regarding its portrayal of dark-skinned Black men as predominantly silent background figures, with some critics pointing out potential colorist undertones within the visual narrative. Despite this debate, the "Okayyy" music video has become a pervasive presence across social media platforms, contributing significantly to the song’s overall visibility and impact.
While Latto’s Big Mama LP has not yet produced a Billboard Hot 100 entry since her 2023 hit "Somebody" (which peaked at No. 94), the sustained momentum of "Okayyy" following its music video release could potentially change this statistic. The synergy between the artists is further solidified by Latto’s upcoming role as a special guest on Doja Cat’s Tour Ma Vie World Tour, commencing with the North American leg on October 1. This joint venture is expected to further amplify their collaborative efforts and individual profiles. The visual storytelling embedded in the "Okayyy" music video has proven to be a potent force, effectively translating online engagement into tangible streaming success and solidifying the track’s position in the current music conversation.
Don Miguelo’s "Y Qué Fue?" Finds New Life Through World Cup Celebration
The infectious 2020 dembow anthem "Y Qué Fue?" by Dominican artist Don Miguelo has experienced an unexpected and significant resurgence, fueled by its association with the recent FIFA World Cup victory. While the song had already achieved considerable popularity, amassing hundreds of millions of streams across YouTube and Spotify prior to the tournament, the celebratory embrace of the track by Spanish football prodigy Lamine Yamal has propelled it to unprecedented heights.
The song’s renewed virality was triggered by Yamal’s introduction at Spain’s championship celebration. The 21-year-old superstar’s energetic entrance to the hard-hitting dance track, complete with a distinctive dance shuffle, captured the attention of social media users worldwide. Don Miguelo himself amplified the moment by sharing video clips of the introduction on his Instagram account, further cementing the connection between the artist and the sporting triumph.
This cultural moment has translated into a dramatic surge in streaming numbers for "Y Qué Fue?". For the tracking week ending July 23, the song accumulated nearly 1.9 million official on-demand U.S. streams, representing a substantial 159% increase compared to the previous week. The song’s newfound popularity has also led to its charting debut on global music metrics. Dated August 1, "Y Qué Fue?" entered the Billboard Global 200 at No. 148 and made a strong showing on the Hot Latin Songs chart, debuting at No. 15. This achievement is particularly remarkable, as it occurred six years after the song’s initial release, underscoring the enduring power of cultural moments to revive and recontextualize existing music.
The phenomenon of World Cup anthems experiencing renewed popularity is not new, but the sheer scale of the resurgence for "Y Qué Fue?" highlights the potent intersection of sports, music, and social media virality. The phrase "Yamal is the official owner of this song," appearing in comments on the song’s YouTube page, while perhaps hyperbole, encapsulates the sentiment of fans who now strongly associate the track with the young football star’s success. This sustained interest, driven by a major global sporting event and amplified by social media trends, demonstrates the dynamic and often unpredictable pathways to musical success in the contemporary era. The question of whether these streaming bumps will continue remains open, but for now, Don Miguelo’s 2020 hit is enjoying a glorious second act, inextricably linked to the cheers of a victorious nation.
