The top music video on demand for a single week on Music Choice belongs to Nicki Minaj -- again.
The multiplatform video and music network, citing Rentrak data, reports that Minaj's single "Super Bass" now ranks as the top on-demand video ever for a single week, scoring with nearly 1.47 million views over the seven days ended May 29. Music Choice VOD launched in November 2004.
That shattered the 1.28 million Minaj drove the week ended Nov. 10, 2010 with "Right Thru Me." She also holds the fifth spot as "Your Love" scored 1.06 views for the span concluded Aug. 15, 2010.
"Her music is passionate and lyrically she connects to certain relationships," said Music Choice vice president of programming Damon Williams in an interview. "Nicki has a pop hip hop sound and a lot of people enjoy that."
Williams also said Minaj, who released her studio debut album Pink Friday last November, has blown up via her mixed tapes, live performances and interviews.
"It also doesn't hurt that she was signed by Little Wayne and worked with Drake. Those brand associations certainly help," he said. "But it's about her sound and her passionate supporters."
To that end, Williams said the "Super Bass" video has attracted a healthy number of unique users, about 500,000, but that the repeat viewership "speaks to people wanting to spend time with her. The usage and volume are massive. People are truly excited by Nicki."
Year to date, Music Choice, Williams said, has exceeded expectations. "We typically get about 100 million orders per month and we're seeing [more than] that."
Williams is looking ahead to next month: Last July, Music Choice set a record with some 119 million orders, and he believes that with students out of school that total is in reach.
"Our business spikes seasonally. There are more viewers are available and there's always some great music in the summer. Nicki is with Britney Spears on the "Femme Fatale Tour" and Beyonce has a new album," he said. "Our crew is working hard and we're optimistic we can break that number."
Music Choice, a partnership among subsidiaries of Microsoft, Motorola, Sony Corp. of America, EMI Music, Comcast Cable, Cox Communications and Time Warner Cable, delivers its music programming to consumers nationwide via televisions, online and mobile devices.
The top 5 best one-week performance videos of all time on Music Choice:
1.Nicki Minaj's "Super Bass" - 1,436,807 views for week ended05/29/11
2.Nicki Minaj's "Right Thru Me" - 1,278,807 views for week ended 11/10/10
3.Justin Bieber's "Baby" - 1,222,670 views for week ended 4/4/10
4.Lil Wayne's "Lollipop" -1,180,360 views for week ended 4/13/08
5.Nicki Minaj's "Your Love" -1,062,915 views for week ended 8/15/2010
Source: Music Choice and Rentrak.
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