Do artists still care about the race for number one?

Recently, pop sensations BTS and Coldplay were in a race with singer Ed Sheeran for the number one spot in the official UK singles chart.

Despite BTS and Coldplay’s video for their single My Universe reaching over 10m views online within ten hours, it was Ed Sheeran who held onto the number one spot with his single Shivers.

But how much do artists care these days about reaching number one? Is there the same rivalry between bands for the top slot? And is topping the charts still the way musicians – and record labels – measure success?

Presenter Nihal Arthanayake discussed this with Radio 1 DJs Adele Roberts and Jack Saunders during his Monthly Music Review on BBC Radio 5 Live.

Jack Saunders (pictured) presents Radio 1’s Indie show. He does not think the charts are as competitive as they used to be and that artists are more likely to share in each other's success.

"I think it’s more of a PR thing now," he said. "It’s nice to be able to go: ‘Hey look, we got a number one album,’ but I think you’ll find most other artists in that scene rallying around, celebrating with them and congratulating them. Especially when it comes to alternative music, because [getting in the charts] is a lot more of a rarity these days.”

Jack said one of the reasons genres like Drill and Grime have "reigned supreme" is because of their community spirit.

"Alternative music, rock music didn’t have that for years, until very recently... It was always ‘us versus them’, whereas it’s a lot more community-led when it comes to rap," he said.

Adele, who presents Radio 1’s Early Breakfast Show, still thinks the race for number one "matters" to artists and is a "tool for them to know if they’re doing the right thing".

But she said there were lots of other measures of success now too.

"When I was younger I feel like the chart was the be-all and end-all, so it was 100% of the pie," she said. "Whereas now, I think we can take other instances of what artists do to see how popular they are, and for their fans to support them.

"A lot of artists are realising that there are different ways to connect with their audience. So, I think charts are important but not as important as they used to be," she added.

Nihal asked the reviewers which they thought was more important: first week sales or first week YouTube views.

Adele said it would be online views.

"I find it strange even talking about buying a record now on Radio 1, because people would be like ‘why aren’t you streaming it?’"

Jack said neither were as important as being seen on TikTok.

"The gravity of TikTok now is exponential and that can really make or break a record," he said. "We’ve seen brand new music do really well off it, but we’ve seen records from years ago – Fleetwood Mac for example – who have had this massive resurgence as well, just because kids are filming 15 to 20 second videos using their songs."

Adele wondered if that success was more valued in the western world.

"Because I think that worldwide for BTS, the band, the other video-sharing platform is still a big vehicle for them," she said.

“It's about how much noise you can make. It’s about understanding that you’ve got to put your internet cookies all around the world. Put some in your [video sharing platforms], get some in your streaming and see what sticks. That’s what Lil Nas X has done, if you think about it. He just makes noise.”

Nihal agreed, explaining how Lil Nas X used his knowledge of social media and search engine rankings to create momentum behind his song Old Town Road.

“Anonymously he did that to create a ‘Have you heard that?’ moment. Lil Nas X is an extraordinary artist," he said.

Nihal Arthanayake is on air on BBC Radio 5 Live Mondays to Thursdays 1-4pm (BST). Listen live on BBC Sounds.

The Monthly Music Review is at 3pm on Thursdays.

Nihal chats through the latest music news and recommendations for new releases.