In recent years, it became common for artists to “ bundle” their album, often in download form, with the sale of merchandise or concert tickets. Why would any fan buy an album, the thinking goes, when they can stream it free or as part of an all-you-can-eat monthly subscription? When Adele released “25,” she kept it from services for seven months now, with streaming dominating the marketplace, “30” was widely available on services like Spotify and Apple Music on the day it was released.Īnother tweak to Billboard’s chart rules last year made it harder to score big opening-week numbers. Streaming is a major factor in the change. (In response, Billboard adjusted its chart rules to prevent a repeat.)Īnd Swift crossed the million mark four times, from “ Speak Now” in 2010 through “ Reputation” in 2017, which was the last album by any artist to do so. Lady Gaga’s “Born This Way” sold 1.1 million in 2011, though many were for heavily discounted downloads from Amazon. Lil Wayne moved just over one million of “ Tha Carter III” in 2008. In 2000, for example, six titles - by ’N Sync, Eminem, the Backstreet Boys, Britney Spears, the Beatles and Limp Bizkit - each had seven-digit opening weeks.Įven as the industry’s traditional sales model was collapsing throughout the 2000s, giant hits still broke through, stoked by fan demand, smart marketing and, sometimes, sales gimmicks. If Adele could not sell more than a million albums in a single week, could any artist? That has always been a special feat, but at the peak of the CD market it happened with some regularity.
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