UPDATE: The numbers are out and "Bad and Boujee" is number one on Billboard's Hot 100. Turns out they didn't need the extra push from Glover, but it certainly won't hurt their chances of staying at the top. Their Spotify streams are already up 243% since the Golden Globes.
Even at a lacklustre award show honouring a less boisterous year in film, there will be moments that transcend the telecast, escaping past the closing credits as photos and gifs and headlines. At Sunday's Golden Globes, Atlanta mastermind Donald Glover's curious Migos shoutout was one of them.
The trio's "Bad and Boujee," featuring Lil Uzi Vert, was already poised at No. 2 looking to unseat Rae Sremmurd and Gucci Mane's "Black Beatles," one of the most streamed songs last year. That was thanks in some part to the mannequin challenge; "Bad and Boujee" itself got big uptake in meme-form, even more so after the shoutout.
— Complex Music (@ComplexMusic) January 9, 2017
Then Donald Glover decided to spray it down with rocket fuel just to make sure, using the platform of his Best TV Comedy win to thank Migos specifically — not for appearing on the show, which they did— but for making that song, which he calls "the best song ever."
In the press conference following, after correcting a cute mispronunciation from some unwoke film press, Gambino clarified the praise: "they're the Beatles of this generation and they don't get a lot of respect outside Atlanta."
Migos loved the mention. And Donald, well, he celebrated his two Golden Globe wins by getting a little bad and boujee at the afterparty.
Seems like a bit of fun, but this is the kind of thing that gives songs the push they need to conquer the pop charts. Every time you click play on a new "Bad and Boujee" meme, you're giving it a boost. It's enough to elevate Rae Sremmurd and Migos beyond local rap radio, beyond Atlanta, and beyond the non-Southern rappers that usually benefit before they do.
Migos might want to thank Glover right back.