Billboard: How Digital Album Sales Are Affecting the Race for No. 1 on the Charts
How Digital Album Sales Are Affecting the Race for No. 1 on the Charts https://t.co/Hf5F3cMDFN
- billboard (@billboard) September 6, 2024
Instead of doing anything, Billboard has instead chosen to write about artists releasing digital variants of an album to top the Billboard Charts.
“People are keeping that ammo in the chamber: ‘Let’s save these four variants that we know we’re going to have to drop at different times throughout this week,'” says one major-label A&R who requested anonymity. “Does it enhance the fan experience, or does it actually lessen it? I think it’s manipulative.”
When asked about this practice, another prominent manager said: “It’s ironic that the institution which is allowing the problem to exist is reaching out for a quote.”
“Billboard is always reviewing, in consultation with Luminate and the industry at large, what sales channels are included for chart eligibility, and has updated its policies when necessary based on market behavior,” Silvio Pietroluongo, Billboard‘s executive vp of charts and data partnerships, said in response.
Other label executives say that selling digital variant downloads is one of the few things they have left to help boost numbers. They also noted that another strategy is putting a deluxe version of an album out with additional tracks on streaming services. Getting a No. 1 demonstrates that labels “still have the ability to move the needle,” says industry veteran Ray Daniels. “That is a big reason why certain artists will go to certain labels.” And “ego is a lot of it,” adds Joey Arbagey, a former major-label A&R exec.
“It’s crazy how much time and energy is wasted on shit like this,” says another former major label executive, practically eye-rolling through the phone, “instead of focusing on signing good artists and making good music.”
Billboard pointed out that digital album sales have plummeted from 103.3 million in 2015 to 18.3 million in 2023.
“If there is exclusive music available in these variant releases, that can be a great strategy and a fun way to engage with your fan base,” says Greg Hirschhorn, founder of the distribution company Too Lost. “If there is only a change in the track list or a different album artwork, I feel like the only real goal or outcome is chart manipulation.”
“When you’re in it and you’re fighting so hard for No. 1, it can seem obnoxious [to people outside the industry], but that’s the only thing that matters,” Arbagey says. “They’re pulling out all the stops.”
Reps for Sabrina Carpenter and Travis Scott did not respond for comment.
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