How Billie Eilish ‘HIT ME HARD AND SOFT’ Becomes A Global Sensation

In 2024, HIT ME HARD AND SOFT became one of the most successful albums released that year, and it was largely due to its viral status on social media — being heavily used in reels even until today. Even if you’re not a Billie Eilish fan, you have been exposed to the album involuntarily over and over again.

Much like commercials and radio in the old days, social media has become the next thing that dictates who and what you listen to.

Personally, I loved the album when it came out. I’ve gone through the heavy rotation phase. It was the album that really got me into Eilish’s music, and I have no shame in admitting.

But HIT ME HARD AND SOFT also became the album that got me thinking about music and where it’s headed. Does anyone still take the time to listen to a song? Or are they simply consuming it through death scrolls on TikTok and Instagram?

The world has gotten so busy. Songs have become ingredients in viral reels.

Do they still make music for people to listen to?

Did we, as the audience, change?

Or has it always been this way?