For most of modern pop culture history, nostalgia operates on a 10- to 20-year cycle, with trends resurfacing only after a decade or more of dormancy. However, the rapid pace of platforms like TikTok has accelerated this timeline, introducing a phenomenon known as “nanostalgia,” where a song released just a few years ago can suddenly feel vintage. This shift has created a perfect environment for tracks like A-Wall’s viral hit Loverboy to find a massive new audience long after their initial release.
Arlington, Texas-born artist and producer A-Wall first saw his track gain traction in 2021. By the time the song exploded, he had already moved on to other projects. Five years later, the track has made a remarkable return to the top of the charts. “When I made that song in particular, I had a feeling like, oh this one is special,” he explained. “I remember when I performed it for the first time at a local show. By the time the 2nd hook came in, the crowd was singing it back to me.”
Building a Sustainable Career
The summer of 2021 saw the track used in countless edits, pushing A-Wall to 2.7 million monthly listeners on Spotify and the top spot on their Viral 50 list. Despite this success, the artist admits that building the infrastructure for a sustainable career is a different challenge. At its peak, the sound was utilized by major figures including Taylor Swift, the Jonas Brothers, and Sylvester Stallone, further expanding its reach.
To manage this growth, A-Wall partnered with Duetti, a company that specializes in buying, managing, and marketing music catalogs for independent artists. This collaboration allowed him to fund future projects while retaining ownership of his work. In a unique deal that saw him keep 30% of his royalties and all his publishing, the campaign support arrived at a pivotal moment. With Duetti’s data-driven marketing, the song’s momentum surged, reaching 12 million streams and 4.3 million TikTok videos.
Looking Toward the Future
The partnership with Duetti has evolved beyond just one song. A-Wall notes that their relationship functions as a genuine collaboration, with the team providing fresh marketing ideas for his new music. “The ideas that they have for ways to market are fresh and fun and feel more genuine, and a big thing for me is they care about the new stuff too,” he says. This support includes physical releases, such as a limited-edition heart-shaped vinyl for the anniversary of “Loverboy.”
As A-Wall prepares his upcoming project, he views it as a full-circle moment that bridges the innocence of his earlier work with the wisdom he has gained over the last five years. “I’m kind of just telling that story of that newfound love for myself and making music again,” he explains. “I’m not also just talking about a person; I’m also talking about loving making music again.” Ultimately, A-Wall is focused on establishing himself as a multifaceted artist. “The goal is to be an artist that people recognize and not just a song that people recognize… I know I’m meant to do this. I’m just ready.”
This feature is presented in partnership with Duetti.
