Not to take away from all the love for Eat The Music this last week, but if we thought there might have been a possibility that yet another song from Kate’s canon could go viral and capture the global imagination, our money would have been on Cloudbusting, Hounds of Love or perhaps This Woman’s Work. However, for the last couple of months we’ve been tracking with interest the fascinating surge in popularity on TikTok and Instagram of Army Dreamers from the Never For Ever album, which Kate released in 1980. As we know, the song is about the effects of war as told by a mother who grieves for her young adult son, killed on military manoeuvres.
To show what this viral interest looks like, the video below demonstrates a very quick phone screen scroll through the 15,700+ videos on TikTok that now feature Army Dreamers!
It previously happened a few years ago on TikTok with Babooshka and Wuthering Heights, the so-called TikTok “witchtok” craze introducing Kate to a whole new younger audience. It is hard to pinpoint exactly how a viral craze like Army Dreamers begins, but on TikTok, users tend to get inspired by a clip or a piece of music, and remix it, interpret it, make animations of it or even perform the song, as the lyrics and sentiment of the song take hold and go viral. Billboard reports this week that “…as a result, weekly official on-demand U.S. streams of the song have risen from under 80,000 for the tracking week ending Mar. 14 to nearly 1.1 million the week ending Apr. 18, according to Luminate – a cumulative gain of 1291%..” Forbes have reported: “For those who don’t want to do the math, that’s a growth of 1,291% in just one month, according to Billboard. 1,000-plus-% gains are unusual for any older track, and it takes something very special for any title to explode in popularity in that fashion…“
It strikes me that young TikTok users would of course latch on to the beautiful sentiments in the song as they grapple with at least two major world conflicts happening on the news. Kate is not unknown in the wider world anymore and here she is spelling out the futility of war. Evergreen Kate. A word of caution though – this is not the same meteoric rise that happened with Running Up That Hill in 2022 on the back of the song being used in Stranger Things. While Army Dreamers is currently Kate’s second biggest song on Spotify by a wide margin (360,000+ daily plays) it would take something truly extraordinary for Army Dreamers to become another global chart smash hit for Kate…but we’ll take it if it happens!
Veronica Mccall
Always loved the genius of this song and its message. Kate deserves recognition for it too, one of my very favourite songs❣️