Analysis: Owl City – Fireflies

Owl City, who was highlighted by us in 2008 several months prior to their signing with Universal Republic, recently had the #1 song in the United States with “Fireflies.” The single crossed over multiple genres on Radio and has sold nearly 2 million downloads. The album, “Ocean Eyes,” is now certified Gold for selling over half a million units and counting.

But why exactly did Owl City work?

Well, “Fireflies” is a signature, and most importantly, a definitive song. It defines who Adam Young, the guy behind Owl City, is. It’s not a “Down” (by Jay Sean), where you love the melody but never go “Hmm, who is the person singing this?.”  You don’t genuinly care, because it sounds just like any other pop smash. There is nothing that intrigues you, nothing that drives you to care.

Yes, us industry people may do research on the single and want to know who the artist, producer and writers behind the song are, but the general public does not care. Unless Jay Sean has multiple smashes like “Down,” he will be just another artist with a huge single but no significant album sales! —> Note: Jay Sean’s album only sold 32k units in it’s first week, even though “Down” topped the U.S. single charts!!! <-> A hit single does NOT equal album sales unless the song connects with the audience on a deeper level (intrigues the listener, showcases the artist’s personality, has that special X factor, etc.)

Yes, it’s better to have a smash hit single than nothing at all, but labels need to sell albums, that’s what keeps the lights on, and right now, it’s mainly catalog sales that keeps all the majors afloat!

The trick is having a smash single that makes the public go, “WOW, this is different, this is unique, there is something special about this song and artist… WHO THE **** IS SINGING THIS?” That’s the reaction you want, and is exactly what people think when they hear “Fireflies.” It is a personality song and defines Owl City.

Now, does Owl City have a 2nd smash single and will continue to sell albums? Only time will tell, but for the moment, it is a classic example of what a strong personality song can do for an artist.

Watch the video for “Fireflies” below: