Shawn Mendes' self-titled EP is currently no. 1 on the iTunes Albums chart and apparently it took him only 37 minutes to get there. Though he now has a strong presence beyond Vine, it was on the 6-second video sharing service where he got his start. The transition from Vine to YouTube, let alone major label artist status, is in no way assured as other artists are finding out. For Mendes the ability to transition, seemingly without effort, from unsigned to Island Records' artist while maintaining a strong direct connection to his fans is making the difference.