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An Accidental Billie Eilish Hit
No one excpected ‘Birds of a Feather’ to become a top 5 single. So how did it get there?
Billie Eilish came into the rollout for her third album, Hit Me Hard and Soft, with plenty of trust from her label, thanks to a trophy case full of Grammys and Oscars, and her previous full-lengths topping the charts. A press release further touted Hard and Soft as something “ideally listened to in its entirety from beginning to end.” Since Beyoncé’s surprise self-titled drop in 2013, more artists have started doing this, with labels amenable to losing out on early buzz in hopes an album will have a longer tail. As much as she wanted fans to hear her new record in full, “Lunch” seemed like the track that could stand on its own, with a thumping lo-fi beat recalling “bad guy” and buzzy lyrics about her queer identity.
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