“Unholy,” a song from Sam Smith and Kim Petras, hit number one on the Billboard Hot 100 on October 29. The song, released on September 22, debuted at number three on October 8, climbing to the top four weeks later. During that time, the song posted incredible figures, topping the streaming music charts the whole time and snagging number one on the Billboard Global Excl. US Chart as well. While Smith has made it to the Hot 100 on the backs of 20 different songs, “Unholy” is the artist’s first number one. Prior to this, their best-charting song was “Stay With Me” back in 2014, which reached number two. Smith and Petras are also the first nonbinary and trans artists, respectively, to hit number one on the chart. Smith came out as nonbinary in 2019, while Petras had pushed from age 13 to undergo gender confirmation surgery earlier than 18 as set by German law, completing her surgery in 2008 when she was 16.

In August, Smith discussed their next plans for their music in an interview with Billboard. “My 20s were my heartbreak years, they were my drama years, I really went through it,” the singer said. “I was turning 30, we went through COVID-19, and I got the opportunity to sit down and really ask myself what it is I want to do, the type of music I want to make, and also ask myself how involved I want to be [in it].” Their album was still a work in progress at the time of the interview but Billboard was given a listen. “Gone are the heartbroken torch songs that defined so much of their early career,” the magazine said. “In their place are jubilant sounds ranging from dance-pop kiss-offs to choral expressions of elation.” The description lends itself to thoughts of the Pet Shop Boys, while Smith personally said the new album would be “a very courageous act to step into the queer joy of it all.”

The interview was just the start of an effective release strategy that went on to include viral TikTok videos, bold lyrics and a captivating music video. In mid-August, Smith posted a snippet of themself dancing with Petras in the recording studio to the “Unholy” hook (“Mummy don't know Daddy's getting hot / At the body shop, doing something unholy”) on their TikTok. The choir-like vocals stand in direct contrast to the meaning of the lyrics they sing, making them uniquely suited to the trademark jump cuts found in so many TikTok dance challenges and going to on be used in over 500,000 different videos on the platform. The viral video not only got word about the song out but also generated speculation about what the full song would be about.

Needless to say, the music video that goes along with “Unholy” is key to its image. The video is directed by Floria Sigismondi, who’s been creating music videos with arresting visuals since the 1990s, and is choreographed by (LA)HORDE, an impressive contemporary dance group. Smith plays the owner of an underground cabaret, while Petras seduces and later threatens the “daddy” mentioned in the lyrics. The introduction sets us up for a song about denial of love and betrayal. It’s this that has led some to describe the song as the spicier version of “I’m Not the Only One.” But the music video has a twist at the end that turns the whole situation into carefully orchestrated entertainment.

That’s the secret sauce that has led to this song becoming the hit that it has. The lyrics and video may be sultry, but there’s nothing excessive about it. Compared to a lot of hip hop music videos, you could probably play this one on TV with the family around. “Unholy” also uniquely brings hyperpop into the mainstream. The song draws on the underground genre’s attempt to push the boundaries of pop music with brazen electronic sounds and experimentation, but crosses over into the mainstream thanks to producers like Blake Slatkin. The end result is a song that’s never extreme but still refreshing. Both “Unholy” and the identities of the artists behind it have widened the pop music playing field, which is exactly why I disagree with people who say the song exploits the pioneers of new styles like hyperpop. Still, it’s unlikely it will see radio airtime nearing anything like the amount of streaming and social media love it’s seeing. The music video’s popularity should carry on into the awards season, however. We may see something from Sam Smith on the level of SHORTBUS yet.