How Vinyl Helped Launch ‘Barbie The Album’ To a Massive Opening Week
Written by djfrosty on August 2, 2023
On July 19, two days before Barbie and its soundtrack would arrive, over 150 independent record stores across the country were celebrating early with listening sessions of the star-studded Barbie: The Album.
“We’ve actually never done [that] for a soundtrack release before,” says Kevin Weaver, Atlantic Records’ West Coast president and the album’s co-producer (alongside Mark Ronson and Atlantic’s executive vp/co-head of pop/rock A&R, Brandon Davis). Meanwhile, the label’s international teams were making sure that retailers around the world were involved, too, resulting in an impressive global reach.
“This is the largest scale activation we’ve ever done for something like this,” continues Weaver. “And the feedback that I got from our teams internally was that this was the most successful activation of this nature that we’ve ever done.”
Barbie: The Album debuted at No. 2 on the Billboard 200, boasting the largest sales week on vinyl for a theatrical film soundtrack (33,000) since Luminate began electronically tracking music sales in 1991. Overall, the album opened with the biggest week (by units earned) for a theatrical film soundtrack in over four years. (The last soundtrack to score a bigger week was Lady Gaga and Bradley Cooper’s A Star Is Born).
Weaver says he and his team thought about their vinyl strategy on day one of planning for the soundtrack. “We had identified the value and the importance of being able to deliver the music with enough time to be able to manufacture the vinyl and get it out into the world for street date. It was [one] of the most critical aspects of what we were doing.”
Nashville Record Pressing (NRP) began pressing the album in May (the plant says a 10-week lead time is typical), ensuring the physical copies would be ready by the album’s release date. The plant manufactured a total of seven variants, with five currently being offered on the soundtrack’s official web store: hot pink, sky blue, milky clear (Amazon exclusive), cotton candy (Barnes & Noble exclusive) and neon pink (Urban Outfitters exclusive). In all, the first run was estimated at 100,000. “That’s a good sized run for an [original soundtrack], and does indicate strong demand for the title,” says Drake Coker, CEO of NRP, which is owned by GZ Media. “Which makes sense, given the strength of the film.”
Given the months-long lead time, Weaver admits he and his team were “really nervous” about the music leaking. And while the label has a long track record of successful soundtrack releases, Barbie was its own beast. “We have songs from the biggest superstars in the world,” he says, noting a handful of whom were kept a secret until the last minute.
“Historically on these kind of projects – I’ve done The Greatest Showman, Suicide Squad, Fast and Furious – we’ve been able to get a physical product on day and date. Historically, that’s been a CD. Usually, we follow with the vinyl and it’s an afterthought,” says Weaver. “Here we just knew the critical importance of that not being the case.” While Barbie: The Album is also available on CD and cassette, he and his team identified early on that vinyl would be a key format for Barbie’s biggest fans.
“We knew that the core demo was ferociously out there buying up whatever merch and product they could get their hands on, and we were able to work very closely with Mattel to really understand their core consumer,” says Weaver. “It just felt like it was going to be so culturally relevant that the vinyl was going to be a collector’s item as much as an audio listening experience.”
As such, various versions kept coming — and might still. On Friday (July 21), the release date for both the film and soundtrack, an expanded version of the album also arrived: Barbie The Album (Best Weekend Ever Edition). It featured two bonus tracks, including Ryan Gosling’s cover of “Push” by Matchbox Twenty (which Gosling sings in the film) and a cover of the Indigo Girls’ “Closer To Fine” — which also plays an integral role in the movie — performed by Brandi Carlile and her wife, Catherine Carlile. Weaver says those two songs have been added to “various configurations of the physical product.”
Fans will also notice “Barbie Dreams” by FIFTY FIFTY featuring Kaliii is missing from the original pressing of the soundtrack. That, along with “Choose Your Fighter” by Ava Max (which appears on the hot prink variant) has since been added to a limited edition repress of the sky blue vinyl. It’s currently available for pre-order, with a ship date of Sept. 22.
“We tried to keep feeding what would be available on the physical side,” says Weaver. “There are definitely overarching conversations between myself and my creative partners — [director] Greta Gerwig and Mark Ronson and filmmakers and the studio — about what are ways in which we can continue to support the music brands here and the appetite within.” An exclusive Record Store Day release isn’t out of the question, with Weaver promising “cool new iterations” ahead. (Weaver says the coolest of all is the custom version called Kevin the Album, made with exclusive cover art in honor of his birthday.)
While it seems the Barbie hype won’t die down anytime soon, Weaver is allowing himself a moment to look back on what he and his team pulled off. “Having the vinyl and being able to deliver it to the consumer the way that we did was one of the funnest aspects of the whole project,” he says. “It’s something that I’m really proud of and something that I’m really glad we were able to figure out how to accomplish.”