Every year, hundreds of thousands of tracks sink into the abyss of forgotten playlists—some absolute bops, others one-hit wonders, all destined for nostalgia-fueled Spotify sessions. But lately, there’s been a twist to this classic tale: thanks to meme culture, songs that once faded into obscurity are suddenly smashing back onto the charts. Sound wild? That’s the power of the internet’s attention economy at work.
Let's break down exactly how meme trends are turning overlooked tracks into overnight chart-toppers, why certain songs are meme-bait, and the game-changing moments that flipped the music industry’s playbook forever.
Not every song is created equal in the viral sweepstakes. When a track gets the meme treatment, it’s not just about the music—it’s about context, timing, and a special blend of nostalgia and novelty. Here’s how the alchemy often unfolds:
Suddenly, a song from decades ago—ignored by radio but beloved by TikTok—finds itself on Spotify’s viral charts, racketing up millions of streams overnight.
Remember that TikTok video of Nathan Apodaca, sipping Ocean Spray cranberry juice and skateboarding to Fleetwood Mac’s “Dreams”? It wasn’t just a viral moment—it was a seismic jolt for the band. According to Billboard, “Dreams” shot back into the Hot 100 in October 2020 (its first appearance since 1977!) and surged up to No. 2 on Rolling Stone’s Top 100 Songs chart (Source).
“Running Up That Hill” was already a beloved '80s classic, but it vaulted to global streaming supremacy—and charted higher than ever—after the fourth season of Stranger Things made it a “sad girl” meme and an anthem for maximalist video edits in 2022. Within a week, Spotify saw streams jump by 9,900% and the song reached No. 1 in the UK Singles Chart and Top 5 in the US (Official Charts, Billboard).
While Mariah’s festive hit never entirely disappeared, it became the ultimate meme every December as countdowns to her “defrosting” (a Twitter meme) turned into an advent ritual. By 2019, it hit No. 1 on the Billboard Hot 100 for the first time—25 years after release—driven in part by TikTok and social campaigns as much as radio play (Billboard, Genius).
The meme that started it all! “Rickrolling” made “Never Gonna Give You Up” ubiquitous on YouTube, and by 2022, the original video had surpassed 1.2 billion views (YouTube). Not only did it put Rick Astley back onstage, but it highlights how memes can forever link a song to internet culture.
It’s not just luck. There are repeatable traits that make a track meme-worthy and chart-ready:
Meanwhile, tracks too tied to their original era, or lacking that instant “hook,” are less likely to pop—even with clever meme attempts.
Let’s get nerdy for a second—because the numbers are wild. According to MRC Data (via Billboard), older tracks experienced a 67% increase in U.S. on-demand audio streams in 2021, compared to just 7% for new releases. TikTok has reported that more than 175 trending “catalog” tracks (older than 18 months) reentered Spotify’s Top 200 in 2022 alone, thanks to viral memes or challenges (Music Business Worldwide).
And it’s not just about vanity metrics. Billboard’s Hot 100 incorporates streaming, sales, and radio play, so meme-driven bumps translate to millions in royalty payouts, licensing deals, and career revivals—hence why record labels and marketers are all in on the meme hunt.
TikTok’s For You feed has become the world’s most influential airplay channel. But Instagram Reels, YouTube Shorts, and even Twitter memes are all in the remix business. Here’s why these platforms are meme hit factories:
Billboard found that 67% of TikTok users are more likely to search for a song on streaming services after hearing it on the app (Billboard TikTok Study 2021).
For legacy acts, a meme revival can be a ticket to a multi-generational comeback. Artists like Fleetwood Mac, Kate Bush, and Rick Astley have all leaned into meme culture—recording reaction videos, launching their own TikTok accounts, and even collaborating with fans.
Meanwhile, savvy fans are the real tastemakers. They pick the clip, craft the edit, and set the in-joke that spreads across the globe. Labels have caught on, sometimes seeding meme content to boost catalog tracks, but authenticity wins: forced memes rarely get traction.
Not every dusty b-side is destined for viral glory, but TikTok and its meme-fueled siblings have fundamentally changed how “old” songs live—and die. A quirky video or a perfectly timed joke can propel a 30-year-old track past the newest radio singles, upending the traditional music industry ladder.
The future? Meme trends will keep unearthing hidden gems for new ears. Every day, another almost-lost track enters the viral lottery. So don’t delete those old playlists just yet—tomorrow’s chart-topper could be a click, a dance, or a meme away.