With major tours kicking off in the last few weeks, we’re seeing immediately how UGC, viral moments and social views are translating directly to boosts in consumption.

Olivia Rodrigo, whose GUTS World Tour launched on 2/23 in Palm Springs, moved back into the Top 20 on last week’s album chart with a 30% increase in activity for GUTS (Geffen). Clips from Rodrigo’s largest trek yet, during which she’s performing tracks from her sophomore LP for the first time, trended on multiple platforms on opening night, prompting fans to revisit their favorite tunes from GUTS. “Bad Idea Right” re-entered Spotify’s U.S. Top 200 and is currently at #106.

Warner’s Zach Bryan had his Quittin’ Time tour opener at Chicago’s United Center on 3/5 and orchestrated his own viral moment, bringing out special guest Kacey Musgraves to perform their smash collaboration, “I Remember Everything,” with him for the first time. Clips from Musgraves’ entrance and performance blew up on socials, generating millions of views on the socials.

By 3/7, Bryan’s songs were soaring on U.S. charts—“Tourniquet” was the greatest gainer at Spot U.S., while “Dawns,” “Burn, Burn, Burn,” “Oklahoma Smokeshow” and “Sun to Me” all made significant jumps in position. Over at Apple Music, Bryan currently has eight songs in the Top 200, with “Hey Driver” f/The War and Treaty making the biggest jump—it moved up 19 spots.

Expect Bryan’s albums Zach Bryan and American Heartbreak, both of which hang in the Top 25, to get a lift on this week’s HITS Top 50.

Zach Bryan brings out Kacey Musgraves to sing “I Remember Everything” on the first night of the Quittin’ Time Tour. pic.twitter.com/aXSL9c4iDQ
— Country Central (@_CountryCentral) March 6, 2024