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The song’s comeback was driven by organic social media traction that Carey quickly amplified through professional marketing:

In 2023, Mariah Carey successfully revitalized her 2009 deep-cut by transforming a viral TikTok trend into a strategic commercial release. Originally an album track from Memoirs of an Imperfect Angel , the song's resurgence was fueled by a "sped-up" version that sparked a global dance challenge, leading to the official release of the It’s a Wrap EP on February 10, 2023. Origins and Composition

Weekly U.S. on-demand streams surged by over 1,000% following the challenge, jumping from approximately 17,000 to over 1.65 million weekly streams by late January. The "It’s a Wrap" EP Release