Update: Republic, which originally reported a November 24 impact date, now says Who Is Fancy’s “Boys Like You (featuring Ariana Grande and Meghan Trainor)” will go for adds on December 1.
November 24 will represent a busy impact day for Republic’s radio promotions team.
In addition to impacting Shawn Mendes and Camila Cabello’s “I Know What You Did Last Summer,” the team is sending Who Is Fancy’s “Boys Like You (featuring Ariana Grande and Meghan Trainor)” for adds.
“Boys Like You” is the follow-up to Jake “Who Is Fancy” Hagood’s debut single “Goodbye.”
As part of the label’s marketing strategy, Who Is Fancy’s identity was kept undisclosed at the time of the “Goodbye” launch. The hope was that the song, by virtue of turning into a hit, would generate significant intrigue around the singer-songwriter’s identity. When the reveal finally happened, Who Is Fancy would establish himself as an instant star.
A lukewarm reception from pop radio bottlenecked the campaign. Hagood revealed his identity on “The Tonight Show Starring Jimmy Fallon” as the song’s airplay level began fading, but the performance did not markedly turn the tide.
The artist’s team did, however, score a respectable amount of press in conjunction with the reveal.
The new song — which includes two superstar featured artists — represents Republic’s effort to earn Who Is Fancy a more prominent position in the limelight.