Our new #insight series looks at the stats, trends and popularities of the music venue. In this edition, we consider the age old partnership come rivalry between Noel and Liam Gallagher. The Mancunians brothers rose to fame and notoriety in Oasis, the country’s foremost Britpop outfit.
Powerhouses in the 90s, stadium selling in the 00s, a 2009 breakup before Paris’ Rock En Seine Festival saw the creation of two splinter, solo careers. The elder Gallagher, Noel, found popular success with his High Flying Birds. Liam took first to Beady Eye, an outfit forming through the remains of Oasis. It did, however, gain limited success. Now, the younger sibling finds himself at the back end of a campaign for Why Me? Why Not, his second solo release. His popularity is at a ten year high, with upper end festival, arena and stadium events in abundance.
We use Google Trends to consider which brother stands most popular in 2019. In terms of data, this is what you need to know:
Noel Gallagher: Blue
Liam Gallagher: Red
Fig.1: 12 Month Worldwide Search/Trend Data – Noel vs Liam
Clearly, as the red line suggest, Liam Gallagher is currently the more popular individual. Trending spikes in June and September coincide with announcements for second solo album Why Me? Why Not. Ironically, Noel’s statistics are far more consistent, in spite of numerous single and dual EP releases thus far in 2019.
Whilst Liam Gallagher may currently remain more popular, date before June 2018 suggests that the two are equally as popular, with Noel enjoying a comparatively fruitful period of popularity in late 2018.
Fig.2: 12 Month UK Search/Trend Data
Unsurprisingly, the worldwide trend matches the UK trend. The country is their home-place, of course. This is perhaps unsurprising. Noel has explored a PR campaign which relies on musical superiority, at times suggesting that he does not care what fans thing. Liam, on the other hand, remains superiorly connected to the working classes. A ‘man of the people’ so to speak.
Fig.3: 12 Month US Search/Trend Data
Oasis never truly conquered the US market, so it is perhaps surprising that the two brothers have any relevancy in a music industry centred upon chart success. However, as this trend data shows, Noel Gallagher enjoys far more popularity across the pond in the states. Why? Perhaps it is his close connection with U2 which makes him a little more relevant than the younger Gallagher, Liam. He did support them in stadiums across the continent, of course.
Fig.4: Related Worldwide Search Queries – Noel Gallagher
Related search queries general considers terms related to each figure. Above, are the terms searched most in relation to Noel Gallagher. What is interesting is that Noel’s popularity has spiked due to his ‘so-called rivalry’ with Lewis Capaldi. The top three search queries relate to the Scottish singer. Note how neither of the terms relate to the London based songwriter’s music… Searches are, generally, not interested in his new sound.
Fig.5: Related Worldwide Search Queries – Liam Gallagher
Surprisingly, Liam Gallagher’s related search terms all relate to his music. Clearly, his searchers and fan base are excited by new music prospectives as opposed to media obligations and celebrity rivalries. Generally, this shows the success of his PR project, orchestrated by now Fiancé Debbie Gwyther. There is a newfound excitement in his projects, he was the voice of Oasis of course.
The focus is now clearly on Liam Gallagher’s music. Noel may be the superior musician, but the younger Gallagher is connecting better with his fan base. In spite of this, when the two are not releasing music, it is clear that their popularity is equal, they are both as relevant as each-other. Why? Their mutual sharing of Oasis, of course.
Oasis, represented by the yellow line below, dwarfs them both in worldwide trend and interest. Noel and Liam may both be popular figures in musical culture but together, they can be so much more!
Fig.5: 12 Month Worldwide Search/Trend Data – Oasis