Halloween hasn't even had its coffee yet when it happens.
Every year, as the clock strikes midnight on November 1st, the internet holds its collective breath. We all know the drill. The Jack-o'-lanterns are still smoldering on the porch, but on social media, a block of ice is cracking. Then comes that whistle tone—that glass-shattering, high-altitude note that signals the end of spooky season and the start of an empire.
When we talk about Mariah Carey It's Time, we’re not just talking about a cute video. We’re talking about the most successful rebrand in the history of modern music. It’s a moment where a 30-year-old song stops being a "throwback" and starts being a global currency.
The Evolution of the Defrosting Meme
Honestly, the whole "Mariah is defrosting" thing didn't even start with her. It started as a joke on Twitter and Tumblr—fans laughing about how she seemingly vanishes for ten months of the year only to emerge, fully formed and draped in velvet, the second a snowflake hits the ground.
Most celebrities would find the "hibernation" jokes insulting. Not Mariah. She saw the meme, grabbed it by the throat, and turned it into a high-production annual event.
In 2023, we saw her literally frozen in a block of ice while guys in Halloween masks used hair dryers to thaw her out. By 2024, she was leaning into the Addams Family aesthetic before transitioning into the classic red suit. But the 2025-2026 cycle? That’s where things got really cinematic.
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This most recent Mariah Carey It's Time launch took it to a whole new level. Partnering with Sephora and director Joseph Kahn, she gave us a full-blown mini-movie. Billy Eichner—playing a disgruntled, overworked elf—tried to "cancel" Christmas because the elves were on strike. Mariah, appearing as a literal angel, didn't just sing; she transformed him into a snowman and took off in a CGI sleigh. It's camp. It's expensive. And it works every single time.
Why This One Song Still Breaks the Internet
You've probably heard that "All I Want for Christmas Is You" is a gold mine, but the numbers in 2025 are actually staggering. As of December 20, 2025, the song officially broke the record for the longest-running number-one hit in Billboard Hot 100 history.
It hit 20 weeks at the top. Think about that for a second.
A song written in 1994 just beat out Lil Nas X’s "Old Town Road" and Shaboozey’s "A Bar Song (Tipsy)." It’s a feat that shouldn't be possible in the age of TikTok-driven viral hits that disappear in three weeks.
- The Royalties: Experts like George Howard from Berklee College of Music estimate the song brings in between $2.5 million and $4 million every single year in just publishing and streaming royalties.
- The Ownership: Because Mariah co-wrote and co-produced the track with Walter Afanasieff, she keeps a massive slice of that pie.
- The Streaming Floor: On Spotify, the track has cleared 2.3 billion streams. It doesn't just "chart" anymore; it becomes the floor that every other artist has to try and stand on.
The Strategy Behind the Sparkle
There is a misconception that Mariah just wakes up and posts a video. In reality, the Mariah Carey It's Time campaign is a year-long logistical operation.
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Behind the scenes, her team (often referred to as "The Butterfly Lounge" crew) starts planning the November 1st "defrosting" months in advance. They treat it like a blockbuster film premiere. By the time you see that 60-second clip on Instagram, there are already deals signed with Amazon Music for exclusive "Christmastime" merch and partnerships with brands like Victoria’s Secret or Sephora already in the bag.
The 2025 campaign even included a "Mariah-fied" Times Square takeover. It’s a psychological trigger. She has successfully linked the date "November 1" to her brand so tightly that even people who claim to hate the song find themselves looking for the video just to see what the "Queen" is doing this year.
It’s Not Just About the Song Anymore
If you look at the 2026 horizon, the "It's Time" energy isn't stopping in December. Mariah is already booked to headline the Opening Ceremony of the Milan Cortina Winter Olympics in February 2026. This is a massive shift. It shows that she’s moving from "Christmas Singer" to "Global Winter Icon."
She’s basically the human version of a seasonal latte, except she owns the shop and the beans.
How to Lean Into the Season (The Mariah Way)
You don't need a five-octave range or a CGI sleigh to capture some of that "It's Time" energy in your own life or business. Mariah’s success is a masterclass in leaning into what people already love about you.
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Instead of fighting the "seasonal" label, she embraced it. She turned a joke about her being "frozen" into a recurring revenue stream that will likely support her great-grandchildren.
If you want to capitalize on the holiday spirit without burning out before the tinsel is up, take a page from the Carey playbook:
Audit your "Evergreen" assets. What is the one thing you do better than anyone else? Mariah has hundreds of songs, but she knows "All I Want for Christmas Is You" is her retirement plan. Find your "one thing" and find a way to re-introduce it every year with a fresh coat of paint.
Timing is everything. The reason Mariah Carey It's Time works is because it’s predictable. Fans expect it at 12:00 AM on November 1st. Consistency builds a ritual, and rituals build a legacy.
Don't be afraid of camp. Part of why we love the "defrosting" videos is that they aren't serious. Mariah knows she’s a diva. She knows the ice block is ridiculous. Authenticity doesn't always have to be "raw" and "gritty"—sometimes it's just owning your own sparkle.
The next time you hear those opening bells on the radio, remember that you're not just hearing a song. You’re hearing the sound of a perfectly executed plan. Whether it’s 1994 or 2026, when Mariah says it’s time, the rest of the world has no choice but to listen.
Your Holiday Action Plan:
- Refresh your traditions: Look at what you did last year that worked and give it a "2.0" version for this season.
- Set a hard start date: Don't let your projects or celebrations "drift" into existence. Pick a date, make it an event, and stick to it.
- Focus on ownership: Whether it's your creative work or your professional niche, ensure you are the one who benefits most from your "hits."