Mariah Carey, often dubbed the “Queen of Christmas,” has once again marked the start of the festive season. Her iconic track “All I Want For Christmas Is You” has reclaimed the top spot on the Billboard Hot 100, continuing a tradition that has become synonymous with the holidays over recent years.
This week, Carey’s holiday classic has achieved its 19th week at No. 1, equaling the record held by Lil Nas X’s “Old Town Road” and Shaboozey’s “A Bar Song (Tipsy).” Meanwhile, Wham!’s “Last Christmas” has reached a new peak at No. 2, giving Sony’s Legacy label the top two positions on the chart. These achievements have also highlighted Monica Cornia, the senior vice president of marketing and partnerships at Sony Music Entertainment, as Billboard’s Executive of the Week.
Cornia discusses the ongoing success of “All I Want For Christmas Is You” and “Last Christmas,” along with the impact of streaming on holiday music. “The holiday season requires a full team effort,” Cornia states. “It’s a year-round project that demands constant dialogue and adaptation to maximize end-of-year opportunities.”
This week, Mariah Carey’s “All I Want For Christmas Is You” matched the record for most weeks at No. 1, while Wham!’s “Last Christmas” hit No. 2. What decisions contributed to these achievements?
Both tracks have become cultural staples during the holiday season. Their chart success results from extensive collaboration with the artists’ teams and strategic planning over several months.
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How do you support Mariah’s annual holiday rollout?
The annual success of “All I Want For Christmas Is You” is remarkable. Mariah’s team is deeply involved, which has helped the song become a cultural phenomenon. We collaborate closely with them to create a detailed marketing plan focused on fan engagement. Each year, we explore new ways to spark conversation and increase engagement, introducing the song to new audiences.
Since 2019, the song has consistently hit No. 1 each year. What factors contributed to this resurgence?
The song’s cultural impact soared around its 25th anniversary in 2019, boosted by streaming and a strong social media strategy, including the “It’s Time” video. We’ve worked with Mariah’s team to create new fan experiences, such as her concert special and collaborations with platforms like Fortnite, to maintain its momentum.
“Last Christmas” has also gained popularity. How have you supported its growth?
Celebrating its 40th anniversary last year, we launched a strategic campaign that helped it reach No. 3 in the U.S. This year, it reached No. 2. Collaborations with Andrew Ridgeley, the Wham! team, and our U.K. partners have been instrumental. Our focus has been on connecting the song’s timeless appeal with a broader audience through initiatives like the documentary WHAM!: Last Christmas Unwrapped on Netflix.
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Does the holiday music season start earlier each year, and how do you plan for it?
Planning for holiday music is an ongoing process. Given its global popularity, we consistently strategize, engage with artist teams, and adapt our approach throughout the year.
What are your plans for these songs as the season progresses?
Our aim is to expand the reach of our artists and their music, so we will continue to explore innovative ways to connect with more fans worldwide.
