These Are the Artists That Benefitted Most From Verzuz

Billboard explores the statistical aspect of the Verzuz effect.

Ever since the onset of the COVID-19 pandemic. Swizz Beatz and Timbaland’s Verzuz series has drawn the attention of an otherwise bored audience. What started as simple beat battles a few summers ago turned into Instagram Live’s most popular series. Currently, with Apple Music stepping in to sponsor, the series has morphed into a full-blown branded phenomenon.

On Friday, Nielsen Music and MRC Data explored the Verzuz battles that generated the most significant catalog gains. Billboard broke the info down into a convenient chart calculating the increase in streams from the days before and after the artists’ battles.

May 9th’s battle between Erykah Badu and Jill Scott resulted in a 255.7% gain for Badu and a 396.4% gain for Scott. Bounty Killer and Beenie Man’s battle on the 23rd increased the duo’s streams at a rate of 460.3% and 294.1%, respectively. 112 and Jagged Edge’s matchup on May 25 led to a respective increase of 128.1% and 121.5%.

Brandy and Monica’s battle on August 31 had the highest combined increase, with Brandy’s catalog seeing a 444.6% increase and Monica’s growing by 466.5%. Gladys Knight and Patti LaBelle saw 135.5% and 198.5% increases, while Gucci Mane and Jeezy’s contentious November 19 battle increased their catalog’s streaming by 148.4% and 381%, respectively.

On Saturday, Bay Area legends E-40 and Too Short will square off in the series’ latest battle. It remains to be seen when the battle between Ashanti and Keyshia Cole (previously scheduled for Dec. 12) will be rescheduled for.

Stay tuned for further updates regarding the Verzuz battle series.

Torry Threadcraft

Torry Threadcraft is a writer who covers music, sports, and culture. You can find his daily ramblings and culinary takes at @dreadcraft.

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Torry Threadcraft

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