Billboard has been probably the most ubiquitous means of reporting music gross sales within the United States. With BTS gaining extra prominence around the globe, followers of the Ok-pop group are additionally more and more trying to see how BTS fares towards different in style artists on Billboard’s numerous charts.
However, Billboard just lately introduced modifications to its coverage
which might have a big impact on many artists’ chart positions. This is dangerous
information for lots of in style singers, however BTS appears to be an exception. In reality,
the group may gain advantage drastically from the brand new modifications.
Billboard’s new coverage impacts
the way in which album gross sales are counted
On July 13, 2020, Billboard
introduced it might change the way in which album gross sales are counted. Previously, artists
might promote albums by bundling them with merchandise or live performance tickets, which
has been a useful means of getting music up the charts. However, these gross sales
ways will not be counted by Billboard.
“Under the brand new guidelines… all albums bundled with both
merchandise or live performance tickets should be promoted as an à la carte add-on to
these purchases with a view to be counted on the charts (i.e. a separate merchandise
added to a buying cart by itself),” Billboard wrote. “It is Billboard’s
perception that the ensuing charts will extra precisely replicate client alternative.”
Billboard reported that this rule will go into impact in
October, however the outlet is already beginning to not settle for new bundles to be
counted on its charts.
Why is that this excellent news for BTS
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While artists like Ariana Grande, Justin Bieber, and Lady
Gaga—who’ve been counting on bundles for his or her album gross sales in 2020—will want
to vary up their advertising ways, it appears BTS is basically proof against the brand new
coverage set by Billboard.
This is as a result of the Ok-pop group has already been utilizing a unique methodology to promote their albums. Their most up-to-date launch, the February 2020 album Map of the Soul: 7, got here out in 4 editions with every one that includes completely different idea pictures. Fans had been, then, incentivized to purchase a number of copies of the album to benefit from the distinctive expertise every one introduced.
As a result, BTS’s Map
of the Soul: 7 bought over 400,000 models. Eighty-two % of its first-week
gross sales additionally got here from followers shopping for bodily albums, not streaming.
While some critics may see this methodology as being much like
bundling albums with different merchandise, Billboard doesn’t appear to see it like
author Bryan Rolli put it, “The key distinction between BTS promoting completely different
CD variations of Map of the Soul: 7 and
different artists exploiting ticket/merch bundles to promote albums is that BTS is
explicitly turning their music right into a collector’s merchandise—not detracting from the
worth of it by packaging it with a bunch of souvenirs.”
Rolli additionally added, “If BTS fans purchase multiple versions of the same album, they’ll essentially be purchasing different puzzle pieces that will enhance their understanding of the album’s overarching themes—and there will be no confusion about what they’re paying for.”
Additionally, Rolli identified that if Billboard had applied their new coverage in the beginning of 2020, BTS would have scored the 12 months’s greatest album debut. Instead, they’re solely the second-biggest proper now. Going ahead, if BTS retains up their ingenious advertising strategies, the group might proceed to interrupt information and climb to the highest.
Will different artists begin promoting
albums the identical means BTS does?
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Aside from BTS, one other artist who has been promoting music this manner is Taylor Swift, whose newest album, Lover, was launched in 4 completely different variations. Each model included many pages from her private diary, giving followers a glimpse into her world with every buy.
Given the truth that Swift’s album bought over 800,000 models when it first got here out, it’s clear giving followers incentives to purchase music this manner can profit artists so much. Perhaps different stars will quickly promote their albums equally to how BTS and Swift have been doing. Or there could possibly be one other methodology which artists will discover extra interesting.