# Sign of the Times (Harry Styles song)

"Sign of the Times" is the debut solo single by English singer-songwriter Harry Styles from his self-titled debut studio album. Released on 7 April 2017 by Columbia Records, it was first written by Jeff Bhasker, Mitch Rowland, Ryan Nasci, Alex Salibian, while Styles gets writing credits for contributing. It was produced by Bhasker and co produced by Salibian and Johnson. Musically, it was described by critics as a pop rock and soft rock ballad. Its accompanying music video was released on 8 May 2017.
"Sign of the Times" reached number one on the UK charts and number four in the United States. In 2018, the single won a BMI Pop Award, and the video won a Brit Award for British Artist Video of the Year. In 2021, Rolling Stone placed it at number 428 on its list of The 500 Greatest Songs of All Time.

## Background and release

Rumours about Styles embarking on a solo career sparked in 2015, when it was reported that Sony Music wanted Styles to release a solo album during One Direction's hiatus. By the end of 2015, four new songs written and performed by Styles were registered on the ASCAP online database, which was believed to be for his potential debut solo album at the time. Shortly after, Styles signed with American agent Jeffrey Azoff and inked a record contract with Columbia Records. In September 2016, Styles appeared on the cover of Another Man, which led to media speculation about a new album on the horizon.
In February 2017, the CEO of Columbia Records, Rob Stringer, revealed that the album was close to being finished and called it "authentic". A month later, it was reported that the album sounded like David Bowie and Queen, and was later revealed to have been executively produced by Grammy award-winning producer Jeff Bhasker (Kanye West, Fun, Mark Ronson). The same report also hinted that the lead single would be released in late April or early May and sounded "like it would be a smash in any decade". The same month, US radio host Elvis Duran accidentally revealed during his show that Styles' debut single would be released on 7 April 2017. On 25 March, Styles teased the new single with a television ad during The Voice UK. On 31 March, the singer revealed through social media that his single is titled "Sign of the Times". On 7 April, the song premiered during Nick Grimshaw's breakfast show on BBC Radio 1.

## Composition

The song is a pop rock, soft rock, piano ballad, with glam rock influences. According to Billboard, it "folds in psychedelic soul, indie rock and spacey pop". The "apocalyptic" power ballad shows influences from '70s British rock. The track was co-written by Jeff Bhasker, Alex Salibian and Tyler Johnson. Also credited were Mitch Rowland, Ryan Nasci, and Styles (who received the top credit). Rowland played guitar and drums, Nasci the bass, and Bhasker the piano, keyboard and lap steel parts. A 25 voice choir provided harmonies throughout the song. The track was recorded at Village Studios in Los Angeles and Geejam Hotel Recording Studio in Port Antonio, Jamaica, and was mixed by Spike Stent. "Sign of the Times" is composed in the key of F major and set in a 4/4 time signature at a moderately slow tempo of 60 beats per minute.
The idea of the song was conceived by Styles while playing chords on the piano in Jamaica. Styles explained to Rolling Stone that "The song is written from a point of view as if a mother was giving birth to a child and there's a complication. The mother is told, 'The child is fine, but you're not going to make it.' The mother has five minutes to tell the child, 'Go forth and conquer.'" The entire song was cut in three hours according to Bhasker, who called it "an instant classic-sounding record from conception to completion".

## Music video

Directed by Yoann Lemoine, the song's music video was released and uploaded on YouTube on 8 May 2017. It features Styles singing in a meadow, flying in the skies, and walking on water. A writer from USA Today humorously described Styles as "auditioning to be Marvel Comics next superhero or in a new biblical epic". It was filmed on the Isle of Skye in Scotland. The video's stunt pilot, Will Banks, stated that Styles flew more than 1,550 feet high (470 meters) during the shoot. Banks also claimed that no green screen or CGI effects were employed during filming.
The music video won British Artist Video of the Year at the 2018 Brit Awards and Best Music Video at the 2018 iHeartRadio Music Awards. It was nominated for two awards at the 2017 MTV Video Music Awards: Best Pop Video and Best Visual Effects.

## Accolades

Awards and nominations for "Sign of the Times" :
| Organization | Year | Category | Result |
| MTV Video Music Awards | 2017 | Best Pop Video | Nominated |
| MTV Video Music Awards | 2017 | Best Visual Effects | Nominated |
| Nickelodeon Brazil Kids' Choice Awards | 2017 | Favorite International Hit | Nominated |
| Nickelodeon Brazil Kids' Choice Awards | 2017 | Favorite International Music Video | Nominated |
| Rockbjörnen | 2017 | The year's foreign song | Nominated |
| Teen Choice Awards | 2017 | Choice Song: Male Artist | Nominated |
| BMI Pop Awards | 2018 | Pop Award | Won |
| Brit Awards | 2018 | British Artist Video of the Year | Won |
| iHeartRadio Music Awards | 2018 | Best Music Video | Won |
| Myx Music Awards | 2018 | International Video of the Year | Nominated |

## Critical reception

"Sign of the Times" received critical acclaim. Billboard's Gil Kaufman wrote, "Styles appears to be both showing his range and making a clear effort to step boldly away from the manufactured, plastic pop of his past". Kaufman opined that the song "rakes in influences from Pink Floyd and David Bowie to Queen, Spacehog, Suede, Coldplay, the Beatles, Eric Carmen and Prince". Also for Billboard, Jason Lipshutz described the song as "resolute, determined, wholly committed to its messaging and sound, radio trends be damned. Although it wears its influences on its sleeve (Bowie) nothing about this single bends toward someone else's expectations". Other critics have compared the song to the music of American indie rock band the Walkmen, to Fun's "We Are Young" and Coldplay's "The Scientist", and to Britpop anthems like Blur's "Tender" or the Verve's "Bitter Sweet Symphony".
Brittany Spanos of Rolling Stone asserted that "Sign of the Times" "aligns" "with the Seventies-inspired pop-rock of One Direction's more recent albums like Made in the A.M.". Anjali Raguraman from The Straits Times considered it the "strongest" track on the album, saying "the conviction of his delivery is beyond his years". In The Atlantic, Spencer Kornhaber opined that the song "continues with One Direction's po-mo project of recycling classic-rock sounds as bubblegum," and added that Styles is "embracing such sounds with more abandon". Since the song was released on the 30th anniversary of Prince's Sign o' the Times, Spin's Andy Cush commented, "it's clear that this is Styles's attempt to distinguish himself as an artist with real depth. But the music itself has almost nothing to do with Prince–instead, think Oasis, Elton John at his most bombastic, '70s John Lennon". Cush added that the song "has only those three chords, and it goes straight for cruising altitude with an onslaught of cymbals and guitar on the first chorus, expecting you to be moved without pausing to consider why".
Billboard's critics' list placed it first on "Every One Direction Solo Single, Ranked" in May 2017. Rolling Stone ranked it as the best song released in 2017. Billboard staff considered it the eighth best song of the year and the best rock song of the year. Pitchfork ranked it as the 87th best song of 2017, while Spin staff ranked it as the 13th best boy-band solo debut single. In 2018, Rolling Stone ranked it 49th among the 100 Greatest Songs of the Century So Far.

## Commercial performance

"Sign of the Times" reached number one on the UK Singles Chart with a combined sales of 62,900 units. In its first week, it recorded 39,000 digital downloads combined with 3.5 million streams that give 23,472 equivalent units, ending Ed Sheeran's run of 13 consecutive weeks at the top of the chart with "Shape of You". In the United States, the song debuted at number four on the Billboard Hot 100. In its first week, it sold 142,000 copies (topping Digital Songs), earned 16.5 million streams and 23 million airplay impressions. The song was at the time Styles' highest-charting single on the chart. It managed to hit the number one in record time on the US iTunes charts, reaching the top in 19 minutes, beating Adele's previous record at 50 minutes. It was certified platinum in the country, making it the top certified rock song of 2017, according to RIAA. It ranked number nine on the Most Shazamed Songs of 2017. "Sign of the Times" ended up on Shazam's Hall of Fame, the most Shazamed songs of all time, at 100.

## Cover versions and usage in media

Kygo and Ellie Goulding performed a cover of the song on BBC Radio 1's Live Lounge. Hanson performed a cover on KIIS 106.5. Paul Cardall made a classical cover of the song. Alex Boyé released an 'Africanized' orchestral cover. Sabrina Carpenter collaborated with YouTube star Jasmine Thompson on a cover. LANY released their recordings for Spotify's new Singles series which included a cover of "Sign of the Times".
"Sign of the Times" was used for a commercial ad for Google released in December 2017 in the United States, under the title of Google: Year In Search 2017. It was also used as a soundtrack for an episode in the second season of the popular CW drama Riverdale. It was one of the early Olympics Brand Synchs for 2018, airing throughout Europe, Asia, the U.S. and parts of Africa.

## Live performances

Styles performed the song for the first time on 15 April 2017 episode of Saturday Night Live's 42nd season. On 21 April, Harry appeared on the BBC's The Graham Norton Show, for his debut solo performance in his native UK. He performed it live on the French talk show, Quotidien, on 26 April 2017. He also performed the song on The Today Show on 9 May, and on The Late Late Show with James Corden on 15 May.
On 11 September, he performed it on BBC Live Lounge. On 2 November, Styles performed the song at the BBC studio. On 9 November, he performed the song on X Factor Italy.

## Certifications

| Region | Certification | Certified units/sales |
| Australia (ARIA) | 7× Platinum | 490,000$^‡$ |
| Austria (IFPI Austria) | Platinum | 30,000$^‡$ |
| Belgium (BEA) | Platinum | 20,000$^‡$ |
| Brazil (Pro-Música Brasil) | 2× Diamond | 500,000$^‡$ |
| Canada (Music Canada) | 4× Platinum | 320,000$^‡$ |
| Denmark (IFPI Danmark) | Platinum | 90,000$^‡$ |
| France (SNEP) | Diamond | 333,333$^‡$ |
| Germany (BVMI) | Platinum | 400,000$^‡$ |
| Italy (FIMI) | 2× Platinum | 100,000$^‡$ |
| Mexico (AMPROFON) | Diamond+3× Platinum+Gold | 510,000$^‡$ |
| New Zealand (RMNZ) | Gold | 15,000$^‡$ |
| Norway (IFPI Norway) | Platinum | 60,000$^‡$ |
| Poland (ZPAV) | 3× Platinum | 150,000$^‡$ |
| Portugal (AFP) | Gold | 5,000$^‡$ |
| Spain (PROMUSICAE) | 2× Platinum | 80,000$^‡$ |
| Switzerland (IFPI Switzerland) | 2× Platinum | 40,000$^‡$ |
| United Kingdom (BPI) | 3× Platinum | 1,800,000$^‡$ |
| United States (RIAA) | 5× Platinum | 5,000,000$^‡$ |
| Streaming |||
| Sweden (GLF) | 2× Platinum | 16,000,000$^†$ |
| $^‡$ Sales+streaming figures based on certification alone. $^†$ Streaming-only figures based on certification alone. |||

## Release history

| Region | Date | Format | Label | Ref. |
| Various | 7 April 2017 | Digital downloadstreaming | ErskineColumbia | [163] [164] |