Branigan's legacy manager and representative Kathy Golik has embraced the trend, with Branigan's verified Twitter page frequently posting support for the Blues, especially during their 2019 playoff run. Branigan's official website also got updated with a new splash page which expressed support for the Blues and proclaimed Branigan as the "Original Play Gloria". Golik stayed in St. Louis and attended every game and watch party during the Blues' 2019 Stanley Cup run as Branigan's representative among the Blues fanbase while discussing the trend with media outlets. When fans of the Boston Bruins, the Blues' opponent in the 2019 Stanley Cup Finals, started re-purposing the "Play Gloria" meme it earned a rebuke from Branigan's Twitter page which went viral. Custom-made Blues jerseys with Branigan's name and the number 82 surged in popularity during the 2019 Stanley Cup playoffs, with one being displayed on Branigan's Twitter page, along with other Blues merchandise sent by fans. "Gloria" reappeared on the iTunes singles chart thanks to the trend, going to number 3 after the Blues won the Stanley Cup. "Gloria" would also re-enter the Billboard charts in the wake of the Blues' championship, landing at No. 46 on the Billboard Digital Song Sales chart for the week of June 22, 2019. Golik noted that streams of "Gloria" have surged across all platforms and this has had a "trickle down" effect to the rest of Branigan's catalog, with her other hit songs such as "Self Control", "Solitare" and "How Am I Supposed to Live Without You" seeing significant upticks in streams and downloads during the 2019 Stanley Cup Playoffs. The song's resurgence in popularity has led to Branigan's management getting numerous requests for live performances and public appearances, leading them to release a statement reminding the public that Branigan is deceased, as well as adding a note about this to her social media accounts. Forbes described "Gloria" as an "unlikely championship anthem" and noted that the Blues' Stanley Cup victory could permanently alter the meaning and legacy of the song, with it becoming forever associated with the St. Louis Blues and ice hockey in general. Golik has also stated her belief that Branigan and "Gloria" "will forever be intertwined" with the Blues and the city of St. Louis. When asked how she thought Branigan would have reacted to the "Play Gloria" meme had she lived to see it, Golik said, "She was very sincere, very down to Earth, she would just have been very touched by it all. If she were here, I know she would have participated in a very big way. I know she's there in spirit. To see them win and to hear that song blaring and coming up in the arena and looking around and seeing people singing out as loud as they can, cheering and having a good time, it's indescribable what that's like." In addition, Branigan's boyfriend at the time of her passing Tommy Bayiokos, who also was in her band, said "Laura would have gladly satisfied fans' desire to hear it live. She would have been humbled and performed with gusto. The "Play Gloria" wave started at the Jacks NYB bar and was totally UNSCRIPTED,...it's been bittersweet and a testament of Laura's musical prowess."
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