XXXTentacion has made history by reaching the top of the Billboard Hot 100 with his track “SAD!” following his tragic death on June 18, 2018. This marks the first posthumous No. 1 hit for a solo artist since 1997.
“SAD!” is an emotionally charged electronic ballad featuring the haunting lyrics, “Suicide if you ever try to let go / I’m sad and low.” After his passing, the song surged from No. 52 to the top, displacing Drake’s “God’s Plan.” Before this, it had peaked at No. 7 in March.
In the week following XXXTentacion’s death, “SAD!” was streamed nearly 49 million times in the U.S., a staggering 264 percent increase. Downloads also spiked by 659 percent, totaling around 26,000. Additionally, radio play increased by 112 percent, with 2.9 million spins.
Following his death, eight other XXXTentacion songs re-entered the Billboard Hot 100, including “Moonlight” at No. 16 and “Changes” at No. 18. This surge in chart activity highlights the strong connection fans have with his music.
Typically, artists see increased sales after an untimely death, but this does not always translate into a No. 1 song. For instance, after Prince’s death in April 2016, his record sales soared, but none of his individual tracks reached No. 1. The same was true for David Bowie and Michael Jackson, despite significant posthumous sales.
University of Warwick’s marketing professor Leif Brandes noted that death-related publicity serves as a form of advertising, stirring nostalgic feelings among existing fans and drawing new listeners.
Given that XXXTentacion rose to fame through streaming platforms—starting with his 2014 upload of “Vice City” to SoundCloud—it’s fitting that streaming played a crucial role in his chart success. He built a massive following on these platforms and achieved impressive chart positions with his albums.
XXXTentacion’s posthumous achievement is a poignant reminder of his impact on the music industr
y and his fans.
