It’s the kind of development even an animated fortune teller voiced by John Leguizamo couldn’t have predicted.
Lin-Manuel Miranda’s 2021 animated film Encanto was all-conquering, and its success also touched the Billboard charts. The film's "We Don't Talk About Bruno" entered the first Hot 100 chart of 2022 at No. 50, quickly becoming a record-breaking, multi-million-selling phenomenon. It also led to the renaissance of a particular crossover: the soundtrack hit.
With the domestic box office now showing signs of returning to pre-COVID days, the soundtrack single has, once again, become a key marketing tool and chart staple. The nominees for Best Song Written For Visual Media at the 2023 GRAMMYs are proof: Four of the six nominated songs charted on the Billboard Hot 100, with "We Don't Talk About Bruno" sitting at No. 1 for five weeks — the highest tally for a soundtrack release in seven years. (Aladdin favorite "A Whole New World" is also in the exclusive club of Disney animation No. 1s.)
2022 spawned five Top 10 hits from film soundtracks — a feat last achieved in 2018 via Kendrick Lamar’s Black Panther collabs with the Weeknd ("Pray for Me") and SZA ("All the Stars"), Swae Lee and Post Malone’s "Sunflower" (Spiderman: Into the Spider-Verse), Khalid & Normani’s "Love Lies" (Love, Simon), and the A Star Is Born cut "Shallow." Yet the once-golden bridge between Hollywood and Billboard was quiet in the intervening years, perhaps due in part to the pandemic. Not one TV or movie tie-in graced the Top 10 in 2021 or 2020. And although Oscar-winning “Shallow” reached pole position in 2019, it began its chart trajectory the year previously.
Over the past 12 months, however, this drought has been well and truly broken. And for a while, single-handedly by Encanto.
The Encanto OST picked up three GRAMMY nominations — Best Compilation Soundtrack For Visual Media, Best Score Soundtrack For Visual Media and Best Song Written For Visual Media for "Bruno" — and spawned seven Hot 100 singles, including another Top 10 smash, "Surface Pressure." Not bad for an album which in its first week entered the charts at No. 197.
Unlike the inescapable "Let It Go" from 2013's Disney juggernaut Frozen, the success of "Bruno" happened more organically. Its chart and streaming dominance wasn't steered by record executives, but by the public who deemed it more stream-worthy than any other track from the film. The biggest soundtrack from a live-action film, Top Gun: Maverick, told a similar story.
Lady Gaga’s power ballad "Hold My Hand" was primed to replicate the chart-topping, Academy Award-winning success of Berlin’s "Take My Breath Away" from the 1986 original. But while Gaga's lead single received a Best Song Written For Visual Media nomination at the 65th GRAMMY Awards, its chart peak was overwhelmingly eclipsed by OneRepublic’s "I Ain’t Worried."
The uptempo Peter, Bjorn and John-sampling track played over key scene where Tom Cruise, Glen Powell and Miles Teller play football shirtless on the beach, and became Ryan Tedder and co.’s biggest hit since 2013’s "Counting Stars" (No. 6 on Hot 100, over 660 million streams). The synergy between moviegoers and OneRepublic fans caught the band's record label off guard; Interscope pulled promotion of then-current single "West Coast" to capitalize on all the buzz.
2022 also witnessed a return-to-form from pop music-savvy director Baz Luhrmann, whose expert curation helped Romeo and Juliet, Moulin Rouge and The Great Gatsby spawn radio hits. Luhrmann was never going to give his Elvis Presley biopic a traditional soundtrack; instead he favored a mix of nostalgia and anachronism.
Elvis is peppered with songs performed by The King himself, as well as covers sung by former teen idol/lead actor Austin Butler and a host of newcomers and established artists. Yet the film's sole Top 10 hit was contemporary: Doja Cat's "Hound Dog"-sampling "Vegas." For Luhrmann's vision, Elvis was nominated alongside Encanto, "Stranger Things," Top Gun: Maverick and West Side Story for Best Compilation Soundtrack For Visual Media GRAMMY Award.
Even Rihanna came out of self-imposed musical retirement for a film soundtrack, releasing the lead single from Black Panther: Wakanda Forever in late October. While the dramatic balladry of "Lift Me Up" might not have been the floor-filling banger many fans hoped for — the song is Rihanna's first solo single in six years — it still returned the Barbadian to the upper echelons of the hit parade, reaching No. 2.
No stranger to the film soundtrack, Taylor Swift’s contribution to haunting drama Where the Crawdads Sing, "Carolina," is also nominated in the Best Song Written for Visual Media category alongside "Nobody Like U" — Turning Red’s fictional boyband song co-penned by Billie Eilish. And while the monolithic state of the comic book universe has rarely translated to the singles chart, The Batman’s use of Nirvana’s "Something In The Way" catapulted 1992's Nevermind up the charts.
As movie hits were abundant, so were songs featured in big-time TV shows — bringing new songs and decades-old hits back into public consciousness. Chief among these small screen-to-chartoppers was Kate Bush's 1985 single "Running Up That Hill," which played over a significant moment in the mammoth fourth season of Netflix’s "Stranger Things."
The song was the British singer/songwriter's first Top 40 hit in the U.S., peaking at No. 30 on the Hot 100 in the '80s. Nearly 30 years later, without any label backing, the majestic synth-pop classic enjoyed a much-deserved second wind, shooting all the way up to No. 3 faster than you can say "flesh-eating Demogorgon."
The sci-fi nostalgia-fest also gave another, although much heavier, ‘80s gem a new lease of life when Joseph Quinn’s Eddie Munson shredded Metallica’s "Master of Puppets" in its season finale. The thrash metal favorite subsequently enjoyed a belated chart debut at No. 35, returning the headbangers to the Hot 100 for the first time in 14 years.
Elsewhere, video game adaptation "Arcane" spawned the first TV theme hit in eons with unlikely dream team Imagine Dragons and JID’s "Enemy," while "Euphoria" regular Labrinth scored a chart hit with "I’m Tired," a gospel-tinged song he performs in the second season's fourth episode as Zendaya's Rue imagines entering a church. The new golden age of television combined with the return to multiplexes ensured that 2022 was a banner year for the OST.
2023 looks promising, too: Dua Lipa is rumored to be contributing to Barbie’s long-awaited cinematic debut; Disney is set to give The Little Mermaid the live-action treatment featuring Chloe x Halle’s Halle Bailey; and several franchises that previously spawned No. 1 soundtrack songs have new installments on the way (The Hunger Games: The Ballad of Songbirds and Snakes, Fast X). Regardless, expect the soundtrack hit renaissance to continue growing like the "grapes that thrive on the vine."
Watch The 2022 Nominees For Best Song Written For Visual Media Nominees At The 2023 GRAMMY Awards