The Greatest Showman #664 – Help Each Other

In Week 68, "Cleopatra" made its return to the top ten on the Billboard Singles Chart, and just four weeks later, "Ophelia" broke into the top fifty. Such achievements, which defy conventional market expectations, are still happening. 2011 was full of newcomers and unpredictable trends. Could the music market be on the verge of a resurgence in the second decade of the 21st century?

However, amidst all this excitement, the spotlight was clearly on "confidence."

For five consecutive days, "Believe in Belief" topped the iTunes Today Downloads Chart. It held the number one spot on Spotify's Today Streaming Chart for six consecutive days and topped YouTube's single-day view chart for seven days in a row. Fans were watching the fan-edited trailer as a music video, but it didn't count towards the streaming data for the single itself!

Without a doubt, "Believe in Belief" was dominating the conversation. Supported by appearances on "The Tonight Show," "Crazy Love," and "Don Quixote," "Believe in Belief" achieved success that its predecessors, "Cleopatra," "Tella," and "Ophelia," never reached. By the second week of October, it took the lead in the singles sales market with undeniable strength.

By the third week of October 2011, "Be Sure" had dropped to No. 4 on the Billboard chart.

"Believe in Belief" achieved this incredible result without a music video, without radio promotion, and with streaming data from only iTunes and Spotify. Relying purely on digital audio sales and physical album purchases, "Believe" surpassed "Cleopatra," setting a new record and achieving the highest ranking for a folk single in the 21st century!

Such an achievement was truly remarkable.

Renly Hall, the "amateur" singer, seemed to be rewriting the history of American music with every move he made. His strategy of breaking conventional rules had led to results that defied reason, fully showcasing the essence of independent music.

Two of the only three singles in the top 30 that never had a music video, and three out of the top 50 that never had TV promotion, all came from the same album by the same artist.

Since Billboard's inception, radio airplay data has dominated the ranking system. Even as streaming services have risen in the new century, radio airplay remains essential for promotion. Top companies control the radio charts, with the majority of songs prearranged through corporate ties. Indie music faces considerable challenges in breaking through this system.

This is why independent music is rare. Even when Justin Bieber became famous through YouTube, it was a once-in-a-lifetime exception.

Now, "Don Quixote" has three singles that defy these norms. "Believe in Belief" may still have its momentum ahead, but "Cleopatra" has already cemented its place in history.

By the third week of October 2011, Adele's "Like You," Maroon 5's "Moves Like Jagger," and Foster the People's "Pumped Up Kicks" occupied the top three spots, while Renly Hall's "Believe in Belief" held steady at No. 4.

It's noteworthy that Foster the People, an indie electronic rock band, achieved their breakthrough in part through tours, music festivals, and TV placements. Nearly a year after its release, their song "Pumped Up Kicks" made its way to the top of the charts. Compared to Renly's success, this story represents a more conventional indie breakthrough.

"Believe in Belief," on the other hand, is an entirely different kind of success story.

The momentum from "The Tonight Show" and "Crazy Love" helped propel "Believe in Belief," and in turn, the popularity of "Believe" boosted "Crazy Love's" box office performance.

"Believe in Belief" encapsulates feelings of doubt and confusion. The melody conveys a sense of helplessness and sadness, like a black hole that absorbs all light and hope. But hidden behind this is a tenacity and strength, gradually transforming the melody into steel.

That faint glimmer of light became the driving force behind "Believe's" success, elevating it to a level that "Cleopatra" never reached. The song's success sparked curiosity about the film—what kind of movie could inspire such a song?

Historically, soundtracks have boosted the sales of films, but it's rare for a soundtrack to generate interest in a film. Classic soundtracks like The Lion King or Guardians of the Galaxy often outsell the movies themselves, but the soundtrack relies on the movie's plot to create a connection. When the plot is removed, many soundtracks don't stand on their own.

Renly Hall is a special case. He is primarily an actor, and "Believe in Belief" was inspired by the creative process of his performance. The lyrics and melody are deeply intertwined with the film's story. Listening to the song alone, it's easy to imagine the narrative and the emotions it conveys.

As a music critic put it, Don Quixote is not just an album, but a book, a film, and a life. Every melody, lyric, and interpretation has meaning—it wasn't created just for creation's sake. The story behind it is the soul of the entire album, and this is why Don Quixote holds such value.

"Believe in Belief" proves this. As a result, interest in "Crazy in Love" surged.

In the third week of October, Focus Pictures made a bold move, expanding Crazy Love into more theaters, from 2,337 to 2,564. This may seem like a modest increase, but for an indie film, especially one like Crazy Love, it was an astonishing move. The confidence of Focus Pictures was evident.

Why? Where does this confidence come from? Not from "The Tonight Show" but from the theater ratings. After two weeks of screenings, Crazy Love earned an impressive "A-" rating. This is a strong score for an art film, and it means Crazy Love could generate box office results similar to films like Juno or Little Miss Sunshine.

After The Tonight Show aired, Jay Leno's backstage tidbits added to the buzz around Crazy Love. While backstage footage typically only piques curiosity, this time it served as proof of the fantastic performances by the two leads.

The footage showed the emotional depth of Renly Hall and Felicity Jones, making their onscreen chemistry come alive. For many viewers, it was clear: this was the true face of love, from heartbeats to infatuation, to eventual falling in love.

The depth, layers, and strength of their performances were fully evident, and the audience could now see why critics have raved about Renly and why he had earned special awards from Sundance. This was a star in the making.