In April 1990, a month after the birth of Andrew Hozier-Byrne, Sinéad O’Connor’s chart-topping hit Nothing Compares 2 U reigned the US charts. Fast forward to thirty-four years later, and Hozier himself secured the top spot in the US, making him the first Irish songwriter to do so since O’Connor’s impressive success.
His chartbuster track, titled Too Sweet, is what earned him this achievement, making him the fourth Irish musician (joining the rank of O’Connor, U2, and Gilbert O’Sullivan) to secure a US number one. This catchy tune made waves not just in the US but also Ireland, the UK, Australia, and New Zealand.
Part of the album Unreal Unearth, ideated in 2023 around Dante’s Inferno’s concept of nine circles of hell, Too Sweet was intended for the “gluttony” section of this creatively translated record. However, the final decision swung in favour of the track Eat Your Young, relegating Too Sweet to an EP of songs titled Unheard, which did not make it to the original album. Little did Hozier and his team know then, that they had a future number one single in their repository. A bit of good fortune, indeed, played a part in this twist.
The song got its unexpected break when a snippet of Too Sweet accidentally featured in a new episode of the podcast, How Long Gone, on March 6th, which also had an interview with Hozier. This led to a flurry of panic among the team, including Niall Muckian of Hozier’s management team and founder of Rubyworks Records (who had signed Hozier at the start of his career). However, the initial frenzy paved the way for an acceptance of the leak as it was already out in the public arena. Fans, although initially mistaken by associating the tune to another unreleased track, Wildflower and Barley, soon resonated with Too Sweet.
As Muckian adds, with an observable rise in user-generated videos leading up to the release day, they knew that “something was going on with the song.”
Muckian reveals that fans began creating TikTok videos with it, leading to an unexpected outcome. Ordinarily, this wouldn’t have been possible as everything is typically launched simultaneously. However, it accidentally fell into the hands of the fans and they took charge. TikTok played a significant role in escalating the song’s popularity, ultimately boosting streaming figures. It’s important to note that there are two distinct categories of audio on TikTok — an official song launched similar to other streaming platforms, and user-created ‘sounds’. As Muckian puts it, user-generated media took up this particular song. It was the clip from the podcast that gained traction. The increase was purely organic and quickly gained momentum. The numbers kept soaring with every user-generated video leading up to its release date, signalling that something interesting was happening with the song.
Leaving the song to the fan base proved to be an exceptionally strategic move. There wasn’t a high-budget music video or any substantial initial marketing. The EP was unveiled on March 22nd, followed by the solo release of the song on March 29th. Its impact on streaming platforms was enormous. Too Sweet is a catchy tune that instantly engulfs listeners. The captivating melody, compelling hook, and Hozier’s relaxed vocals make it a must-hear track. With lyrics about sweetness that leaves listeners wanting more, it’s pure brilliance.
Amidst the popularity surge of Too Sweet, one of the year’s most awaited albums, Beyoncé’s Cowboy Carter, was released on the same day, March 29th. To give a sense of Too Sweet’s listening range, Beyonce’s rendition of Dolly Parton’s Jolene has around 40 million Spotify streams at the time of the report. In contrast, Too Sweet has accumulated roughly 220 million streams and continues to grow. It made its debut on the US Billboard Hot 100 at number five, then climbed to number two, before finally reaching the top spot.
The acclaimed Wicklow artist, Hozier, gave a remarkable, sleek and polished performance at the 3Arena. The song Too Sweet encapsulates the creative brilliance of the artist perfectly.
Hozier’s fame in the US is something that may be challenging to convey to his fans in Ireland. Currently, he is on an extensive American tour, performing in significant venues across varied US states, from North Carolina to California and even set to play four consecutive nights at Forest Hills Stadium in New York. “The tour spans across the entirety of the US. It resonates with the traditional approach embraced by U2,” says Muckian, speaking of the tour’s layout. In the previous year, Hozier made his debut at the legendary Madison Square Garden in New York City, a concert that I had the privilege to attend. The fervour and vehemence of his fan base were astonishing, with their ear-piercing cheers nearly causing the famous venue to shake.
Hozier, via social media, has displayed his heartfelt appreciation. He recently said in a video, “It’s absolutely staggering. I’m overwhelmingly surprised by it.” His success with Too Sweet, in a world driven by aggressive marketing strategies, playlist manipulation, and extensive social media campaigns, is genuinely distinct. There’s a valuable note to self for other artists in Hozier’s actions. He has remained true to his artistic vision and has produced music according to his own ethos. Muckian adds, “He is very aware that he’s focused on his fans, not on tailoring his music for radio or industry tactics like remixes. He steers clear of industrial gimmicks. He prioritises his fans.” Muckian emphasises that the song’s popularity on US Top 40 radio was never intended, but a testament to Hozier’s effort to remain loyal to his fans, which he sees as the most critical factor.