From Sleeper Track to No. 1 Hit: the Complete 'End of Beginning' Timeline
By Sarah Jenkins
In early February 2024, eighteen months after DECIDE hit streaming services, a user uploaded a travel edit on TikTok using the soaring bridge of "End of Beginning." The audio snippet matched visual cuts of European study-abroad trips, hometown farewells, and nostalgic photo dumps of high school friend groups. Within days, the TikTok viral sound trend snowballed uncontrollably.
The metric trajectory between February and April 2024 outpaced nearly every major-label single released that quarter:
| Phase / Date | Milestone Event | Commercial & Chart Impact |
|---|---|---|
| Sept 16, 2022 | Release of sophomore LP DECIDE | Niche indie-pop reception; ~5,000 daily streams |
| Feb 10, 20, 2024 | TikTok nostalgia sound goes viral | Over 2.5 million user-generated videos created |
| March 2024 | Streaming apex across digital service providers | No. 2 on Spotify Global Top 50; 45M+ weekly streams |
| April, May 2024 | Mainstream radio crossover & terrestrial pickup | Peak at No. 11 on Billboard Hot 100; No. 1 on Hot Rock Charts |
| Late 2024, 2026 | Sustained streaming catalog milestone | Surpasses 1.2 billion streams; RIAA Platinum certified |
By late March 2024, the song ascended to the No. 2 slot on the Spotify Global Top 50 stream count, trailing only titan releases from Taylor Swift and Future. On the domestic front, the Billboard Hot 100 chart ranking peaked at an astounding No. 11, while simultaneously holding the No. 1 position on Billboard's Hot Rock & Alternative Songs chart for consecutive weeks.
Crucially, the song did not rely on standard influencer payola or promotional record-label spending. It was distributed via AWAL, allowing Keery to retain full ownership of his masters. Because the song blew up organically, the profit margins on the catalog windfall flowed directly back to Keery and Thein.
Sarah Jenkins is a veteran tech journalist with over 12 years of experience covering artificial intelligence, mobile innovations, and digital ethics. Her insights have appeared in leading technology publications worldwide.
