Update: Republic confirms that Nicki Minaj’s “Truffle Butter (featuring Drake and Lil Wayne)” will formally go for pop radio adds on March 3.
Thanks to early support from programmers, the song is already the pop format’s 42nd-most-played song.
Sometimes you have to let the market make the decision. Republic appears to have taken that approach with the new Nicki Minaj pop single.
After announcing that Minaj’s “The Night is Still Young” would impact pop radio in March (following a scrapped plan to push “Bed of Lies” to the format in January), Republic’s radio promotions team now lists “Truffle Butter (featuring Drake and Lil Wayne)” as the artist’s next pop single.
The move comes as “Truffle Butter” continues to make unsolicited waves at pop. Already backed by major market stations, the track is up to #42 on Mediabase’s pop radio airplay chart. It is the fastest-rising song beneath the top 40.
No official impact date is listed, but it does appear that after attempting to push singles like “Bed of Lies” and “The Night is Still Young” onto the pop scene, Republic will instead roll with a song the format has already proven it wants.
A multi-format offering, “Truffle Butter” is already a top 15 hit at rhythmic radio and a top 20 hit at urban.