For Alex Warren, it’s been a long, steady ascent to get to this point. After first coming to prominence through videos on TikTok and other social media platforms and as a co-founder of the Hype House content creator hub, the young singer started releasing music in 2021 before signing to Atlantic Records the following year. Since then, a steady stream of singles led to increasingly positive returns, and Warren made his first appearance on the Billboard Hot 100 last fall with “Burning Down,” which peaked at No. 69 in October.
But then came “Ordinary,” his latest single, initially released Feb. 7. The song quickly flew onto the Hot 100, debuting at No. 61, and picked up steam on social media — and the steady ascent began. With several television appearances, including on Jimmy Fallon and a Love Is Blind reunion episode, the song began climbing the charts, not just in the U.S., but internationally, reaching No. 1 in the U.K. (where it has remained for four weeks), Australia and Canada. This week, it rose into the top 10 of the Hot 100 at No. 7 — helping Atlantic Records vp of A&R Michael Parker earn the title of Billboard’s Executive of the Week.
Here, Parker talks about Warren’s journey as a songwriter since signing him three years ago and what has made “Ordinary” such an extraordinary breakout hit. “Alex saw the whole path forward from moment one on that song,” Parker says. “He had the vision, the drive and he knew exactly how to finish it and promote it. So naturally, the record took off on this amazing path and immediately connected with his fans.”
This week, Alex Warren’s “Ordinary” reached the top 10 of the Hot 100 for the first time, after a nine-week climb. What key decision did you make to help make that happen?
Of course, it starts with the music. I’m a firm believer that every artist needs the right people they connect deeply with around them, and that they have access to all of the tools to help realize their vision. “Ordinary” was a track made during recording sessions late last year with his closest collaborators. It was one of those songs that the second you hear it, you just know. Alex saw the whole path forward from moment one on that song. He had the vision, the drive and he knew exactly how to finish it and promote it. So naturally, the record took off on this amazing path and immediately connected with his fans.
The amazing group of people who have worked alongside Alex deserve a shoutout: Adam Yaron, Mags Duval, Cal Shapiro, who have written and produced the album with Alex. Brian Sokolik, the best manager, and the incredible teams at Atlantic and Wasserman.
You first signed Alex in 2022. How have you seen him develop since then, and what role have you played in that?
Since we first signed Alex, he’s truly continued to raise the bar song after song. My job is to keep that bar held up and to never let it fall. Alex has earned the trust of everyone he works with over that time span because we know that if he has a vision for it, he will make it happen. That confidence in himself and his music is infectious to the rest of us, and it’s been amazing to see that develop over the years. Every artist I work with needs support in different ways, and I look to do so by piecing together the right team and being their musical confidant, and that’s exactly what I aim to be for Alex.
He got his start in the public eye as an influencer. How did that affect his career? Did it help or hurt?
Alex has always been a musician first. Connecting with people came naturally to him, and using his platform helped him to do so. Just by being himself and sharing music with his fans, he was able to do what he loves and have a deep connection with them. It’s been great to watch the wonderful interaction between Alex and his fans.
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This song is not just blowing up in the U.S., but it’s also hit No. 1 in several countries in Europe, including the U.K., as well as places like Australia and Canada. Why do you think it’s resonating so much around the world?
Alex makes really universal music. It doesn’t matter where you are in the world, what age you are, how much money you have, what you believe in. Alex’s songs are personal and powerful, and all true stories ripped right out of his life that most can relate to. It’s also a huge testament to our U.S. and international teams working closely together to achieve global success. It’s incredible to see the global reach that Alex and his music are having.
How have you guys helped to continue to promote this song over the course of the year so far?
We try to amplify every step along the way. Incredible content, syncs, new versions, new performance opportunities. Each thing that came in has propelled it a little bit further. A first-ever Love is Blind live reunion performance that sent the already soaring song off like a rocket ship, as well as making his late-night TV debut on The Tonight Show Starring Jimmy Fallon!
In this era where it can be harder than ever to break an act, what is your approach to A&R?
Alex really changed my perspective in that regard. His work ethic makes all the difference. Now, all I care about are artists or projects that want to approach this industry in a different way. As long as the artists I’m working with are equally or more passionate than me, I know they won’t quit on that dream.
