The Rise of the Feature: Why music collabs have seen a 30% increase since the 90s

Although it’s clear that collaborations and features have been part of music for generations, interestingly, over the last few decades, the rate of artists joining forces to create music has skyrocketed. In 2018, The Economist revealed that collabs had increased by an average of close to 30% from 1990 to 2018. This rise is demonstrated in the graph below, which shows a notable surge in the number of songs with a feature or collab to reach number one on Billboard’s Top 100. Additionally, in Blokur’s 2020 Songwriter’s Review, 40% of the top 100 songs involved a feature or collab.

With this in mind, it’s fair to say that the collaboration is both the now and future of music — but why is this, and what contributes to a successful collaboration in contemporary music?

feature collab graph

Graph showing Features/Collabs as №1’s on Billboard’s Top 100 (1981–2021)

The growth of the ‘collab.’

The 80s saw the invention of the CD, and with it, never before seen opportunities for revenue growth in the music industry. Unlike its predecessor, the vinyl, CDs could be played on various devices, including the portable CD player, which contributed to its success. Even today, CDs still take up a significant share in music markets, most notably in Japan.

As sales boomed in the 90s, marketers soon realised that combining fan bases of multiple artists meant increased attention and more people to sell to. An example of this is when Run-DMC famously featured Aerosmith on the remake of their song Walk This Way in 1986. The re-release went to number four, beating the original by six spots on Billboard’s Top 100.

Just four years later, Hawaiian artist Glenn Medeiros released his single She Ain’t Worth it, which notably featured a rap verse by Bobby Brown. The song shot to number one on Billboard’s Top 100, arguably birthing the public’s obsession with the featured rap artist.

feature collab RUN DMC

Run-DMC performs Walk This Way with Steven Tyler of Aerosmith.

Why does it work?

It’s clear features attract attention, and this tried and tested formula is the standard used by the likes of DJ Khaled. The producer’s first Billboard number one included four other performers, and the next two top-tens featured at least two artists. The truth is, he’s not alone; it’s hard to find mainstream musicians who will produce an album with no guest features. Collabs are favoured not only because they give fans a chance to see their favourite artists interact with another; it also creates a buzz of curiosity for those outside the fandom. Even songs produced by artists from very different genres can work well, although much of this is predicated on the audience.

What contributes to a successful collaboration?

Generally, when musicians stay true to their skill set, fans tend to be more appreciative. For example, when Jay-Z and Linkin Park famously collaborated on Numb/Encore, it would have confused and humoured fans if Jay-Z tried to give his best screamo impression or Chester Bennington dropped a 16-bar rap verse.

It seems if music audiences are authentically catered to, the success of a collab can reach all-time highs. When Billboard’s Hot Country Songs removed Old Town Road from the charts, Lil Nas X joined forces with country music icon Billy Rae Cyrus. The collab took the catchy song and elevated it to new heights. The track broke records becoming the longest-running number-one on Billboard’s Top 100. Cyrus made a difference by adding authenticity to the song; this resonated with his audience, giving the collab more clout within the country music space.

 Another example of how a track can be elevated by having both audiences resonate with a sound is afrobeats’ song Love Nwantiti by Nigerian artist CKay. The song’s Middle Eastern vibes caught the attention of French Moroccan rapper ElGrandeToto. The rapper released a remix that helped bring exposure to both a French and Middle Eastern audience. In the span of a few weeks, the song’s popularity increased by millions of plays on both YouTube and Spotify, becoming the biggest hit in African history.

Ultimately, the collaboration is often as simple as ‘more is more’. Although there can be the added complexity of catering to different audiences, most artists who collaborate do it well enough to attract more attention to their music.


For more statistics on artists featured amongst 2020’s top songwriters, download Blokur’s 2020 Songwriters Review.