What It Takes to Break Through
On December 11, 2024, over two decades after its release, Rupee’s Tempted to Touch was officially certified Gold by the Recording Industry Association of America (RIAA).
The milestone makes Rupee only the second Soca artist to achieve this recognition, following Kevin Lyttle’s Turn Me On, which was certified Gold in 2004 and later earned multiple RIAA accolades, including a Gold certification for its self-titled album and even a Master Ringtone Gold certification.
RIAA certifications remain rare in Soca. Achieving Gold requires 500,000 units—calculated through a combination of sales and streaming, with 150 on-demand streams counting as one unit. However, reaching the numbers alone isn’t enough. RIAA certifications are not automatically awarded; an artist or their representatives must apply, submit verified sales and streaming data, and pay a certification fee for the award to be processed. This means that even if a song technically meets the threshold, it won’t receive recognition unless the proper steps are taken.
Kevin Lyttle’s Turn Me On wasn’t just a U.S. success story. The track earned multiple international certifications, reflecting Soca’s appeal beyond a single market. It achieved Platinum status in Australia (ARIA) and Gold certifications in Denmark (IFPI), Germany (BVMI), Norway (IFPI), Switzerland (IFPI), and in 2023, it reached BRIT Multi Platinum status in the UK, further cementing its longevity. the United Kingdom (BPI). These achievements highlight the importance of tracking music performance in key territories where Soca continues to grow. For Soca artists, this presents an opportunity: while the U.S. market is influential, streaming and sales success in Europe, Australia, and beyond can also lead to industry recognition. Understanding how music is consumed in different regions could be crucial in securing global milestones.
Since the early 2000s, few soca songs have approached certification levels. One pattern is clear: breaking through may require major label backing, high-profile collaborations outside the genre, or production from globally recognized hitmakers—or all of the above. Both Turn Me On and Tempted to Touch benefited from major label support through Atlantic Records. Similarly, other high-streaming Soca-crossover tracks align with this formula. Machel Montano’s All My Love remix featuring Ariana Grande was produced by Major Lazer, placing it in a prime position to reach a wide audience. Other high-streaming tracks include Jungle Bae by Bunji Garlin and MX Prime, produced by Skrillex and Diplo, as well as Montano’s collaborations One Wine with Sean Paul and El Taxi (Remix) with Pitbull and Lil Jon—both of which tapped into broader Caribbean and Latin markets.
However, one song stands apart: Hello by Kes, produced by Trinidadian label Advokit Productions. Released in 2018, Hello has become one of the most commercially successful Soca songs in the last decade—without major-label involvement, international collaborations, or external genre influence. While it is still far from Gold certification, its impact and sustained mainstream appeal position it as a notable exception.
While RIAA recognition may remain limited, Soca’s reach is undeniable. The genre’s growing international presence suggests that artists may benefit from looking beyond the U.S. market and exploring certification opportunities in countries where their music is thriving. Whether through strategic collaborations, regional marketing efforts, or simply ensuring that sales and streaming data are properly tracked and submitted, Soca artists have multiple avenues to cement their impact.
For now, Tempted to Touch reaching Gold is not just a win for Rupee, but a testament to Soca’s enduring presence on the world stage. And with streaming numbers climbing for key tracks, the next certification—whether in the U.S. or elsewhere—may not be far behind.
Explore our Spotify Streams tool to discover which songs are poised for the next potential sales certification.
