Phil Collins' 'In the Air Tonight' sales skyrocket after twins' viral reaction video

Phil Collins' 'In the Air Tonight' sales skyrocket after twins' viral reaction video

Phil Collins has a couple of new friends in YouTube sensations Tim and Fred Williams.

Digital sales of the singer’s 1981 hit “In the Air Tonight” have spiked phenomenally since a video of the 22-year-old twins reacting to the tune went viral last week.

On the Friday and Saturday after the video’s viral tear, 4,600 digital copies of the song were sold, compared with a few hundred the previous weekend, according to Rolling Stone, which gets its info from music data collection firm Alpha Data. Compared to the previous two days, it was a 1,100% increase.

Streams of the tune didn’t spike much, if at all. But sales, yes. Perhaps it was a bunch of Boomers and Gen X-ers filling in the blanks from way back when they sold their apple crates full of vinyl? Because everyone needs at least a nod to Collins’ “Face Value” debut solo album.

The Williams brothers saw their YouTube channel’s popularity go through the roof in recent days thanks to the virality of that “In the Air Tonight” video. Viewers were genuinely delighted by their first-timer reactions to the song’s legendary, unexpected drum solo, which comes well into the moody cut.

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Musician Phil Collins in 2016.

(Drew Gurian / Associated Press)

When Collins’ drum solo hits, about five minutes into the twins video, Tim and Fred look blown away. The two hit pause on the Genesis drummer’s song and share their (amazed) thoughts with big smiles on their faces.

“That was cold, that was cold how he did that. I ain’t gonna lie, Phil, you got me on that,” Tim said.

“I ain’t never seen nobody drop a beat three minutes in a song,” Fred chimed in. “He killed it! ...That’s unique.”

Many viewers noted on social media that the video had sent them down a rabbit hole of the brothers’ YouTube channel, TwinsthenewTrend, where there were plenty of videos to view.

The Gary, Ind., twins’ routine is to take a song suggested by subscribers and give it a first-time listen on camera. They pretty much dig every tune, but the joy comes from seeing the reaction of a new generation to classic songs from all genres.

As of Tuesday, their YouTube channel was at 385,000 subscribers and growing, up from not quite 40,000 in early June. The channel hit 100,000 subscribers in late July, prompting a celebratory tweet from Tim Williams, who has been the primary anchor of the channel’s videos since July 2019.

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