The Music Industry Is Hoping Halloween Can Be the New Christmas

When Ashnikko was growing up in North Carolina, their family told them that Halloween was satanic. But for each of the last six years, the alt-pop rapper and singer (who uses she/they pronouns) has observed what remains a fairly unusual tradition: releasing a single tied to a day better known for costumes and candy.

This year’s track is the final entry in a seasonal series of gleefully lewd songs now packaged as an EP, “Halloweenie I-VI,” and available on “oxblood red” vinyl. Although perhaps not especially appropriate for a trick-or-treat night with the kids, the set reflects its creator’s idea of the holiday as a space for freedom through the grotesque.

“I feel very passionately about Halloween music,” Ashnikko said, noting the day’s roots in the Celtic harvest festival Samhain as well as its prominence in L.G.B.T.Q. history. “It’s camp. It’s carnal. It’s macabre. It’s, like, silly. It’s the only holiday where all of those get to exist at once.”

It’s also an $11.6 billion business, one that pop’s major players are increasingly tapping into. Ashnikko’s six “Halloweenie” songs have racked up a combined 100.3 million on-demand streams in the United States as of Oct. 17, according to the tracking service Luminate.

The Weeknd, who hosted a haunted house at Universal Studios Hollywood two years ago, has returned with “Nightmare Trilogy,” a maze with a soundtrack from the singer. It opened eight days earlier than in 2019.

“Monster Mash,” Bobby Pickett’s enduring Halloween anthem from 1962, has returned to the Billboard Hot 100 the last three years ahead of the holiday. And Billboard estimated last year that the hit could generate $1 million in annual combined revenue.