How the ‘Stranger Things’ Finale Helped Djo’s ‘End of Beginning’ Take Over the World

How the ‘Stranger Things’ Finale Helped Djo’s ‘End of Beginning’ Take Over the World "From day one the idea has been to release music he's proud of and hope people connect, without the games," says Djo manager Nick Stern. Trending on Billboard Few television shows in the streaming era have so fully captured the cultural zeitgeist as Stranger Things . Emerging from Netflix in 2016, the show immediately captivated audiences with its sci-fi spookiness, retro ‘80s throwback feel and endearing cast of kids, who spent the next decade growing up before the public’s eyes through December, when the blockbuster show finally came to an end with its megawatt fifth season finale. One thing Stranger Things has been known for over the years is the often surprising popularity of its music, which has delighted audiences by resurfacing older songs to score critical moments in the show - the most famous being the massive surge in streams and attention for Kate Bush ’s “Running Up That Hill” in its fourth season in 2022, which pushed the song all the way to No. 3 on the Hot 100 that fall. But its cast has also produced a major musical milestone - in the form of actor Joe Keery , who plays Steve Harrington in the show, and is also a musician performing under the name Djo . Djo’s been building his music career for years, and has released three albums - Twenty Twenty , DECIDE and The Crux via AWAL - between 2019 and 2025. But it was his 2022 song “End of Beginning,” originally released on DECIDE , that has really taken off - the song went viral on TikTok in 2024, then underpinned Keery’s first major tour last year which saw him play the main stage at Lollapalooza, and then exploded after the Stranger Things finale, even though it didn’t appear in the show at all, such was the popularity of Keery’s character and the song itself. And this week, it has reached official Major Hit Status: “End of Beginning” reached No. 6 on the Hot 100, Keery’s first-ever top 10 on the chart, while also soaring to No. 1 on the Global 200 and on Streaming Songs and Hot Rock & Alternative Songs, a major moment for his music career. And that earns his manager, Stern Management founder Nick Stern , the title of Billboard ’s Executive of the Week. Here, Stern talks about the song’s enduring success, how Stranger Things helped boost Djo’s music career and Keery’s acting career simultaneously, and what makes him more than just another actor dabbling in music. “Touring is the piece that makes this real to people,” Stern says. “The live show highlights just how good he is, how strong the production is, and brings the music to life - and that’s what’s taken this from a hit song to a career with legs.” This week, Djo’s “End of Beginning” reached No. 6 on the Hot 100, becoming his first-ever top 10 on the...

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