Photo Credit: Spotify
It’s The White Lotus Effect: Streams of Billy Preston’s “Nothing From Nothing” spike on Spotify following its feature in the season finale.
Each season of HBO’s The White Lotus leaves fans reeling and streaming, first with the show’s iconic theme song, and most recently with the season 3 finale on Sunday night. Between the music and the products, it seems like everyone wants to feel a part of that White Lotus aesthetic — something the media is calling “The White Lotus Effect.”
Following its feature in the final scene of the season’s last episode, streams of Billy Preston’s 1974 hit “Nothing From Nothing” saw a spike of nearly 370% on Spotify in the US compared to the day previous.
Likewise, the show’s theme and its many remixes have been cropping up in nightclubs and playlists everywhere. And lots of products have seen a spike in consumer interest after their appearance on the HBO hit.
Coffee Mate released two new themed flavors just in time for the The White Lotus finale: Piña colada and Thai coffee. When piña coladas were featured in the show’s finale on Sunday (don’t worry; no spoilers ahead) Coffee Mate’s marketing team wasted no time in creating a somewhat viral post to respond to the episode’s key moment.
“The show going on week by week is helping drive buzz for the flavors. So they’re both doing really well in market through the first quarter,” said Daniel Jhung, President of Nestle USA’s coffee and beverage division, which owns Coffee Mate. “But I do suspect that next week, when I pick up the sales data, that piña colada flavor will see a bit of a lift as people try it, just for the novelty aspect.”
Lots of luxury brands, like Gucci, Loewe, Louis Vuitton, Valentino, and Goyard, have been featured just in the first two episodes of the show’s latest season. That’s no surprise, given the whole concept revolves around the ultra-wealthy in gorgeous destinations.
Funnily enough, while the show pokes holes in the seemingly flawless veneers of that level of wealth and luxury, consumers are eating up the aesthetic rather than heeding any sort of cautionary lessons.
During the season 3 premier, Louis Vuitton saw a 2% increase in brand awareness, with consideration for the brand up by 4%. But other companies, like Jim Thompson, saw an impressive sales boost of 671% after a scene in which a character wears one of the brand’s silk kimonos.
“Consumers are gravitating toward bold, high-status brands like Prada and Louis Vuitton,” said Matt Herbert, co-founder and co-CEO of Tracksuit. “It’s a strong reminder that culture and commerce have never been more connected.”
