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In August, Travis Scott fans on Reddit sprang into action. “$5 VINYL GO!” one user wrote in r/travisscott (234,000 members). The call-to-arms post came with a photo of a discount code that made buying the rapper’s double-LP Utopia — once $50 — about as costly as a gallon of milk in New York City. That price point proved irresistible: “This gon be my first vinyl why tf not,” one devotee responded. “Travis … gonna be selling 100k [in] his 4th week,” another added.
That fan wasn’t far off: Scott sold 88,500 vinyl copies of Utopia — 161,000 album-equivalent units overall — in the U.S. through his web-store in his fourth week atop the Billboard 200 albums chart, according to Luminate. Between the July 28 release of Utopia and Sept. 7, fans have snapped up more than 331,000 double LPs.
Vinyl album sales have been growing for 17 straight years, and in 2022 they accounted for $1.2 billion in revenue in the U.S., according to the RIAA. As the format has become more popular, a growing number of stars have moved to capture fan demand by releasing LPs of their own, often leading to eye-popping first-week numbers. What made Scott’s record rollout unusual was that some Utopia vinyl was available for $5 — both through bundle deals, where fans could get a record at that low price if they bought more than $120 worth of merchandise, and some stand-alone copies via discount codes.
At that price, many in the industry believe the rapper was not making a profit. One manager who spoke on the condition of anonymity says he was recently quoted around $7 a unit to manufacture an order of double vinyl. In a senior executive’s experience, “it costs $4 to make a single LP if it’s super bare-bones and you’re making a high quantity,” and more for a double LP. Throw in mechanical royalties, typically paid out on records at a rate of 12 cents per song, and it’s hard to imagine that a $5 double-record could make any money.
Even if Scott were selling some records at a loss, he’s not losing money overall: The rapper is famous for moving mountains of merch, some of which goes for a good deal more than $50. But the ability to offer up some records at $5 — $4.99 is the lowest price an album can be sold at and still count towards the Billboard 200 — shows the extent to which stars with fervent fan bases and formidable merch operations operate in a different world than most artists. And since an album’s streaming numbers usually dip as listener enthusiasm begins to wane after debut week, it’s possible that more artists might start to mark down records to help bolster demand and chart placement.
Luminate only receives data on total record sales, not the number of Utopia LPs sold at different price points. Scott’s label partner, Epic Records, directed questions about the rollout to the rapper’s manager, David Stromberg. Stromberg declined to comment on the record about vinyl pricing or sales strategy.
Executives say that selling some copies of Utopia at a 90% discount makes sense in certain circumstances. “We’ve lost money on individual album sales for chart position,” notes one marketer at a rival major label. A star could “spend $200,000 on ads and hope they convert [into streams],” the marketer continues. Alternatively, he suggests, “sell discounted albums, you lose money on those, figure it out on the back end, and hope the chart visibility helps with the overall story.”
“It’s a marketing exercise: In a genre [hip-hop] where streams dominate, be the only one to have a huge physical number,” adds another senior label executive not involved with Scott’s rollout. The price cut leads to a “sales bump and fan engagement.”
Sure enough, many rappers have ignored the vinyl wave. Steve Harkins, vp of sales and marketing at the distributor Ingram Entertainment, told Billboard earlier this year that “labels have said they’ve had challenges convincing artists and management to release their titles physically in some cases,” leading to a shortage of new albums on vinyl from rappers.
There are exceptions to this rule: Tyler, the Creator, has sold more than 360,000 LPs from across his catalog already this year, according to Luminate, while Kendrick Lamar has sold close to 270,000. But Luminate data show that at more than half a dozen rap albums that earned more than 500,000 album-equivalent units in 2022 had no vinyl component, including a pair of Drake releases, Lil Durk’s 7220, and Polo G’s Hall of Fame.
In August, Stromberg explained to Billboard that rap faces “inherent disadvantages” when it comes to “manufacturing physical music product.” “Due to the fluid nature of rap collaboration, leak culture and last-minute changes, vinyl lead time always far exceeds album delivery dates for rap,” he continued. “Pop artists are usually able to turn in their albums five to six months early and manufacture a significant amount of vinyl with a robust retail plan in place. Vinyl often ends up accounting for well over 50% of these pop artists’ first-week totals, whereas hip-hop is judged entirely on streaming.”
Key components of the Utopia rollout, Stromberg added, were “manufactur[ing] our own vinyl” and crafting “an e-com plan to leverage day-and-date physical music for the first time in modern mainstream rap.” So far, so good: Utopia recently passed Taylor Swift‘s Midnights (around 318,000 copies) to become the second biggest-selling vinyl album of 2023, behind only another Swift release, Speak Now (Taylor’s Version) (roughly 368,000).
And the big discount on Utopia helped some first-time vinyl buyers pull the trigger, according to their Reddit comments. “I am such a cheap ass,” one fan wrote on r/travisscott, “… but I actually bought a vinyl today because you can’t even get crappy vinyls for $5 nowadays. What a steal.”
“I don’t even buy vinyls,” another fan responded. “But $5 is $5.”
Roc Nation veteran Ty-Ty Smith and London-based musician and A&R executive Shabz Naqvi have joined with Universal Music to form a new label venture dedicated to Desi Trill, a new genre that incorporates South Asian music with hip-hop. UMG said the first release from the label, called Desi Trill Music, will arrive next month with […]
The algorithms continue their takeover: On Tuesday (Sept. 12), Spotify rolled out “daylist,” a “hyper-personalized, dynamic” playlist that updates throughout the day to “bring together the niche music and microgenres you usually listen to during particular moments in the day or on specific days of the week.”
Daylist is now available in the U.S., Canada, the U.K., Australia, New Zealand, and Ireland, according to Spotify’s announcement. The playlist updates several times “between sunup and sundown.” After that, who knows — listeners may have to choose their own music for a few hours before bedtime.
Spotify was once known for its editorial playlists like Today’s Top Hits and Baila Reggaeton. Since these functioned much like radio, concentrating a lot of listener attention on the same handful of songs, they were watched closely in the music industry. Placements were eagerly sought after due to their ability to drive a lot of streaming activity.
But since at least 2019, Spotify has been increasingly focused on rolling out auto-personalized playlists. That year, the service took collections like Beast Mode and Chill Hits, which previously had been the same for all listeners, and personalized them “for each listener based on their particular taste,” according to a company press release. (This change did not affect the biggest editorial playlists.)
Spotify found that this shift had three effects. Most importantly for the streaming service, listeners tuned in to personalized collections for longer. This is notable: Users were more likely to keep playing songs that Spotify fed to them based on their previous listening habits, rather than tracks selected by editors. Chalk one up to the machines.
In addition, the drive towards personalization meant that the streaming wealth was spread across more acts — raising “the number of artists featured on playlists by 30% and the number of songs listeners are discovering by 35%,” according to the company’s announcement. “We found that, after discovering a song through a personalized editorial playlist, the number of listeners who then seek out the track on their own for repeat listens is up by 80%,” Spotify’s blog post continued. “In fact, the average number of times a listener saves a track is up 66%.”
Personalization has become more important than ever in the age of TikTok, which is constantly praised for its ability to discern small differences between users’ preferences and serve up videos that keep them scrolling. “Everything on TikTok feels like it was meant especially for you,” one music executive told Billboard last year.
Daylight is Spotify’s latest attempt to generate that same feeling.
“You’re ever-changing,” the company wrote, “and your playlists should be too.”
Kehlani signed with Wasserman Music for global representation, with agents Brent Smith and Eli Gelernter serving as her representatives at the company. The signing follows the singer-songwriter’s extensive world tour supporting her most recent album, Blue Water Road.
K-pop group RIIZE signed with RCA Records via a partnership between the U.S. label and Korea’s SM Entertainment. The group’s first release under the new deal is the single “Get A Guitar,” released on Sept. 4.
Rising country star Zach Top signed with independent label Leo33. Top is managed by Bob Doyle and Associates with booking representation courtesy of Jay Williams at WME.
Lay Zhang, a popular Chinese artist, producer, actor and dancer, signed to Warner Music China. Zhang, who debuted as a member of Korean-Chinese boy band EXO before launching a solo career, is managed by Zhang Yixing Studio.
Warner Music Central Europe signed its first digital artist, Noonoouri, and released her debut single, “Dominoes” featuring German DJ Alle Farben, on Sept. 1. Noonoouri’s voice, based on a human singer’s voice, was created using artificial intelligence. The songwriters and producers on “Dominoes” will receive royalties and publishing splits, according to the announcement of the signing in The Independent.
Chrysalis Records signed several new artists: British singer-songwriter Liz Lawrence, better known as one-half of electro-pop duo Cash + David, who is set to release her first EP on the label on Sept. 29; New York art-punk band Bodega, which will release a new album early next year; British vocal harmony group The Wandering Hearts, who will also release a new album next year; pop artist Gia Ford, who just released her new single, “Alligator,” and will put out her debut album on Chrysalis next year; and British singer-songwriter Marika Hackman, who released her latest single, “No Caffeine,” on Wednesday (Sept. 6) and will also put out an album in 2024.
Kyle Dion — whose music is described in a press release as a “blend of heartfelt R&B soul-pop” — signed a global label deal with Position Music. His latest single, “Boyfriend Jeans,” was released by Position on Aug. 25. Dion is represented by Brandon Hughes of Revel Talent Agency for booking and Lauren Camp of On Camp for management.
Alt-punk band 408 signed a multi-album deal with Los Angeles-based alternative label Big Noise, which will release the group’s next single, “Break Up With Your Girlfriend,” on Sept. 29. The band is managed by Nick Bailey, with booking representation by Jason Parent; it was previously signed to Regime Music Group.
Fievel Is Glauque, a group centered around American keyboardist Zach Phillips and French singer Ma Clément, signed to Fat Possum Records, which released its new singles, “I’m Scanning Things I Can’t See” and “Dark Dancing,” on Aug. 15. The band is managed by lucas@abusiness.company and Adam Ogushwitz at UTA for booking.
MNRK Music Group signed Los Angeles-based songwriter-producer Shawn Mackey, aka Pressplayy, to its producer and songwriter management roster. Pressplayy has collaborated with artists including Jeremih, Jadakiss, Quavo, Chris Brown, E40, Jeezy and more. He also boasts a producer partnership with Mally Mall; together, they’ve produced hits for artists including Justin Bieber, Akon and Roy Woods. Pressplayy most recently collaborated on a gospel album for the late rapper DMX.
San Francisco Bay Area singer-songwriter Maria BC signed to Sacred Bones, which will release their sophomore album, Spike Field, on Oct. 20. The label released Maria BC’s dual single, “Amber/Watcher,” on Aug. 29. Maria BC is represented for booking by Maxwell Cann at Anniversary Group in the United States and Guillaume Brevers at Hometown Talent in the United Kingdom and Europe. They were formerly signed to Father/Daughter Records.
Comedy/music duo Austin & Colin signed to BMG/BBR Music Group, which released the duo’s new track, “Guilt Tippin’,” on Sept. 1. Austin & Colin is managed by Peter Strickland and Craig Campbell at Marathon Talent.
Country-folk artist Colby T. Helms, who hails from the Blue Ridge/Appalachian Mountains region, signed with Photo Finish Records. The label will release Helms’ debut single, “Higher Ground,” on Wednesday (Sept. 13). He is represented by Ramseur for management and New Frontier Touring for booking.
The Digital Media Association (DiMA), the trade group representing digital music streaming services, has tapped Graham Davies, CEO of U.K. songwriters advocacy group The Ivors Academy, to become its next president and CEO beginning this fall. “Graham has long championed initiatives that bring the music industry together through collaborative discussion and action,” DiMA’s board of directors said […]
Global organization of music publishers the International Confederation of Music Publishers (ICMP) has partnered with piracy tracking company MUSO on a new ICMP Anti-Piracy Platform (APP) that aims to combat unlawful uses of member companies’ musical works. ICMP’s membership of major and independent music companies spans the globe, encompassing 76 national trade associations on six […]
The Harlem Festival of Culture was supposed to be a celebration of music and coming together, inspired by the Academy Award-winning documentary Summer of Soul directed by Ahmir “Questlove” Thompson — but a recent lawsuit filed in New York paints a picture of an event plagued by in-fighting and mistrust between the event’s three founding members.
On Thursday (Sept. 8), two of the members of the Harlem Festival of Culture LLC — editor and activist Musa Jackson (who appeared in Summer of Soul) and culture and lifestyle entrepreneur Nikoa Evans filed suit against partner and co-founder Yvonne McNair, accusing her of mounting “a hostile takeover” of the festival, scheduled to take place July 28, 29 and 30 on Randall’s Island in New York.
McNair plans to fight the lawsuit, telling Billboard, “I have worked tirelessly over the past several years to bring the Harlem Festival of Culture to life. I am relying upon my legal team to guide this process and I will be in touch with factual updates in the future.”
The festival was to be hosted by MC Lyte and feature performances by Adam Blackstone, Eric Bellinger, Jozzy, MAJOR., Ma$e, Remy Ma, Ro James, Tink and Wyclef Jean — with a special concert series leading up to the festival to be held at Harlem’s famed Apollo Theater. The event was canceled hours before it was set to open on July 28 due to President Joe Biden’s heat advisory for the weekend, which was the first-ever national hazard alert for heat issued by the White House.
The lawsuit paints a picture of a festival in constant turmoil beginning in February of this year as McNair began courting sponsors for the event, booking talent and contracting production companies to produce it. Jackson and Evans accuse McNair of diverting festival funds to accounts McNair controlled while McNair accuses Jackson and Evans of misappropriating funds and claims that a charitable donation of $125,000 had gone unaccounted for.
Jackson and Evans eventually informed McNair that their combined votes gave them majority control, demanding McNair get their approval for any sponsorship or booking agreements she negotiated. On April 19, Jackson and Evans ordered McNair to postpone the launch of ticket sales for the Harlem Festival of Culture. With the event suspended, McNair allegedly attempted to rename the event “Uptown Fest” and move forward with the festival. Eventually, the NYC Parks Department, AMC and Ticketmaster staged an intervention and demanded the three partners resolve their disagreement, leading to a settlement on May 22.
The truce didn’t last long, and within a few days, disagreements over vendors, sponsors and how much artists were being paid to perform at the festival reignited the feud and led to new complaints from Jackson and Evans over how McNair was advising vendors to prepare for the event. The pair even criticized McNair for waiting too long to cancel the festival after learning of the heat advisory.
Jackson and Evans, through their lawyer Kenneth Sternberg of Sternberg Law, are suing McNair on 15 civil counts including breach of contract and breach of fiduciary duty. They are also seeking “a judgment declaring that McNair is solely responsible for any liability” linked to any transactions or contracts that Jackson or Evans didn’t personally approve of, “regardless of the name in which the contract was signed.” Sternberg is also asking that McNair be forced to pay $2 million for punitive and compensatory damage, plus interest.
During his tenure at Google in the early 2000s, Shuman Ghosemajumder‘s official title was global head of product, trust and safety. But he also acquired a snazzier moniker, “click fraud czar,” thanks to his efforts to combat bad actors who try to fake online activity to inflate advertising payouts.
“It was very surprising to us, almost 20 years ago, when we saw organized crime getting involved with online fraud,” Ghosemajumder says. “Ever since then, I’m never surprised: The idea of cybercrime or online fraud coming from an individual hacker sitting in their bedroom hasn’t been the case for basically 30 years.”
Criminal interest in a different type of click fraud drew the attention of the music industry this week, when the Swedish paper Svenska Dagbladet published a piece alleging that the country’s gangs use streaming manipulation as a way to launder money earned via illicit activities. “Spotify has become an ATM for them,” an anonymous police investigator told the paper.
“That article appears to point to a really kind of ingenious way of laundering money,” says James Trusty, a former federal prosecutor who worked on cases involving both computer fraud and money laundering. “It seems to me to be a fairly invisible process right now, and that poses serious challenges to law enforcement.”
“It’s the usual chase,” he adds. “The robbers come up with something new, and the cops eventually catch up.”
In a statement to Svenska Dagbladet, a rep for Spotify told the paper that “manipulated streams are a challenge for the entire industry,” one that the platform “is working hard to combat” via “market leading” technology. On top of that, the rep said Spotify has discovered no evidence that it is being used as a money laundering tool.
If additional criminal activity is discovered on streaming platforms, could that bring new pressure to the music industry to address streaming fraud — something many believe is long overdue?
The article arrives at a time when executives from around the music industry are calling for better monitoring of the streaming ecosystem. “As an industry, we need to do more to harden the defenses of platforms and deter bad actors from using music streaming for criminal purposes,” Beatdapp co-CEOs Morgan Hayduk and Andrew Batey said in a statement. (Beatdapp makes fraud detection technology.)
Svenska Dagbladet‘s report is hardly the first time connections have been drawn between criminals and the music business. Industry history books are sprinkled with gangsters, especially in the earlier decades before it consolidated and became increasingly corporate. In one of the most infamous episodes, the longstanding practice of paying for airplay drew government scrutiny after a 1986 NBC report linked prominent radio promoters with members of the mafia.
But the resulting investigation ended up having little impact and ultimately fizzled out. In the book Hit Men, which catalogs this period, Fredric Dannen wrote that the lesson for the record business was that “the government is incapable of sending any major music industry figure to jail.” Paying for airplay continued unchecked for more than a decade.
The practice of paying for artificial streams has only recently drawn public criticism in the U.S. music industry. Streaming manipulation has the potential to distort market share calculations and steer money away from the hardworking artists who are not gaming the system. Both Universal Music Group CEO Lucian Grainge and Sony Music CEO Rob Stringer have expressed concern about fraud in calls with financial analysts this year.
“Once someone like Lucian Grainge makes a statement about it, it’s necessarily going to get more prominence,” says one streaming service executive who agreed to speak about manipulation on the condition of anonymity. “That’s not to say we weren’t dealing with it behind the scenes before Lucian was making statements. But now there is broader recognition of the scope of the problem and the impact that it has on revenues and royalties that should be, but have not been, paid through to legitimate artists.”
Potential connections between streaming manipulation and criminal elements were raised last year at a pair of music industry panels, first at South by Southwest and then at the Music Biz conference. Michael Pelczynski, who was then SoundCloud’s vp of strategy, participated in both discussions. “We were able to see signs of such activity” by collaborating with Pandora/SiriusXM and the cybersecurity company HUMAN, he says. “The benefit of creating a coalition with a third party was they could puzzle together certain patterns that we as individual platforms could not.”
Streamers try to work backwards from anomalies in the data, trawling for “potential bad actor networks,” as Pelczynski puts it, and trying to prevent them from “migrat[ing] from platform to platform.” Svenska Dagbladet took a different approach, speaking to several criminals who claimed to have direct knowledge of the laundering scheme.
The paper reported that Swedish gangs take criminal profits, convert them into cryptocurrency, use that to buy fake streams for artists they’re connected to, and then collect the royalties. They lose some money in the process by paying for fake streams, but the royalties they extract from the music industry are now “clean” — they can’t lead back to anything gang-related.
“There is always a cost in money laundering,” Trusty explains. But even if it’s a really high transaction cost, it still puts you in a position where you have untraceable, usable profit. And so the key for any real money laundering operation is volume. The article seems to be pointing out that this is something that’s kind of an institutional mechanism for these gangs.”
Trusty was not surprised to hear about the results of Svenska Dagbladet‘s reporting. “Anytime you have technological developments, somebody’s going to figure out a way to take advantage of those in a bad way,” he continues. “It’s eventually in the industry’s interest to lean forward and figure out how to work with law enforcement to close this gap that’s being exploited.”
At 50, hip-hop is “as fresh, in demand and modern as ever,” declared Frank Briegmann, chairman and CEO of Universal Music Central Europe and Deutsche Grammophon. He said this to open the Sept. 7 event Universal Inside, the annual label showcase that this year was “Dedicated to hip-hop” in honor of the genre’s 50th anniversary. Example No. 1 was the night’s first performance, from Kontra K, a German rapper who performed “Für die Himmel durch die Hölle” (For Heaven through Hell) and “Summertime,” a No. 1 hit that samples Lana Del Rey’s “Summertime Sadness.”
German-language rap, the very concept of which would have been hard to imagine in the 1970s Bronx, is now the country’s most popular genre.
After the rapper badmómzjay performed, Briegmann spoke about the vitality of hip-hop, as well as the state of the music business in Germany. To mark hip-hop’s anniversary, Briegmann announced that Universal will release the collection Hip-Hop At Fifty (50 Jahre Hip-Hop), plus reissue classic albums like LL Cool J’s Radio and Eazy-E‘s Eazy-Duz-It, and put out vinyl box sets dedicated to Eric B. & Rakim and Public Enemy. At this point, of course, Universal Germany also has its own roster of Deutschrap stars, including Kontra K, badmómzjay, Sido, Luciano, Chapo102 and DJ Desue — all of whom performed later in the evening.
Briegmann also spoke about the more technical parts of the business, including the idea that there are more places than ever where labels can connect artists with fans – including smart automotive audio systems, fitness machines and metaverse platforms.
“We have gone from being labels to architects and builders of these integrated worlds,” he said. “Together with our artists, we create experiences that go far beyond pure audio consumption.”
One will be Universal’s “YOUniverse,” an interactive platform developed by Universal Music Central Europe that does not seem to exist yet in the U.S.
The music industry’s potential could still be limited, Briegmann said. He spoke about how the “value gap,” which labels and industry groups once invoked to point out that user-upload platforms like YouTube paid less than Spotify and Apple Music, still applied to short-form-video platforms. In the case of YouTube, he said, negotiations eventually led to fairer pay-outs – and he was hopeful the same would happen with these newcomers.
Briegmann also spoke about how artificial intelligence would affect the music business, including Universal’s recent deal with YouTube to develop AI technologies and protect artists from their misuse. The new technology is here to stay, and “we are united by the desire to view and develop AI tools from an artist’s perspective,” Briegmann said. “At the heart of our shared vision is the goal to build a safe, responsible and profitable ecosystem for music and video content.”
Greatest hits albums were once a key facet of the record business — a way for labels to repackage existing copyrights, for artists to make a statement about a body of commercial success and for consumers to get all their favorite hits by an artist in one collection.
The development of streaming hobbled that format. If a fan can create a playlist of all their favorite songs, why would they need to buy an album of those hits?
Best-of albums, though, are quietly hitting back — especially in the country format. MCA Nashville released Josh Turner’s Greatest Hits on Sept. 8, and Valory has Thomas Rhett’s 20 Number Ones scheduled for Sept. 29. Encore Music Group likewise issued Ricochet’s Then & Now on Aug. 18, with rerecordings of its four top 20 singles from the 1990s among the package’s 16 tracks.
“It’s kind of a milestone moment for me,” Turner says.
Indeed, in the old-school music business, hits albums carried a certain status. In their original, purest form, they signified that an artist had accrued enough successful individual titles that they could fill both sides of a vinyl release with familiar music. They sometimes expanded a fan base, too, as consumers who hadn’t necessarily kept tabs on a specific act suddenly recognized their accomplishments more fully.
“The greatest-hits aggregate, whether it’s physical or even just a digital collection, is kind of a marketing banner for the body of work,” says Fisher Entertainment Consulting founder Pete Fisher.
If the hits package has a throwback vibe, that’s appropriate since nostalgic vinyl is the format that’s most likely driving its return. Fans who want to hear the hits from the turntable at home can’t mix and match the songs for a 12-inch disc as they could on Spotify. The disc needs to be manufactured in a fixed order, and the best-of package offers real value.
“We’ve been selling a lot of vinyl on the road at my shows, so that’s a good sign to show that people really want the physical product,” Turner says. “Everybody’s familiar with the digital stuff now. Sometimes it’s kind of cool to just unplug and go to the record.”
There’s an irony to the development. Producers have been known to add programmed needle scratches to digital music to give it a ’60s or ’70s atmosphere. Avoiding those pops and crackles were one of the supposed benefits of shifting to CDs. The digital disc’s rise pretty much ended a 30-year reign for 12-inch pressings around the early 1990s. Now the sonic imperfections add a new dimension to several generations of music.
“Vinyls are making a comeback, and [they’re] making a comeback among the younger generation,” says Ricochet founder Heath Wright. “It’s the thing now.”
That shift is opening up new possibilities for most of the music from the last three decades as it appears on a warmer, less brittle configuration.
“It’ll be the first time I’ve heard Ricochet music on vinyl,” Wright says, anticipating the release of the band’s material on black and yellow plastic.
Plenty of recent hits projects marked the first time the songs were available in the format. Among the best-of collections unveiled in the last two years are Heads Carolina, Tails California: The Best of Jo Dee Messina, Luke Bryan’s #1’s Vol. 1 and Vol. 2 and a Justin Moore Greatest Hits originally offered in translucent red vinyl at Walmart. Much of Dolly Parton’s Diamonds & Rhinestones: The Greatest Hits Collection — including “Jolene,” “9 to 5” and “Coat of Many Colors” — was initially issued on vinyl back in the day.
But vinyl isn’t the only point. Digital service providers have created their own playlists dedicated to specific artists. However, that same act may prefer a different set of songs as a career overview, and the makeup of those titles on a hits compilation aren’t subject to revisions by DSP managers.
“It’s a nice way to roll up an era and curate the hits from a label-centric perspective for all time,” 615 Leverage + Strategy partner John Zarling says. “Apple constantly updates their Essentials playlists and prominently features those for every artist of note. But if you think about 10, 20 years removed, are those playlists going to properly document a specific era for an artist?”
Hits projects also give the act’s team a chance to elevate a song that was overlooked publicly. “Desperado,” for example, was never a charting single for The Eagles or Linda Ronstadt, but it rose in significance after being featured on both acts’ best-of compilations.
“Think about the songs that might have been important,” says Zarling, “but were never big chart successes, that because they were placed on greatest-hits records, it became a part of that artist’s repertoire.”
Plenty of artists who would have qualified for best-of albums in a previous era have never issued one during the last 20 years. That includes Brad Paisley, Cole Swindell, Taylor Swift, Chris Stapleton and Miranda Lambert. As the hits album hits back, a template has been established that makes a best-of compilation a good bet again.
In addition to making a statement about the act, it’s also a good way to enhance the experience with fans. Turner and Rhett are both offering special packages that combine hits albums with other merchandise. Rhett’s 20 Number Ones can be purchased in two different collectible versions, including one with an autographed box set with a booklet for $125. Turner’s Greatest Hits is available in several configurations, including signed copies and/or Turner-branded clothing for up to $185.
“That’s a trend that’s not going to go away,” Fisher suggests. “The entertainment industry as a whole is just continuing to try and find very high-touch experiences and high-quality products for that premium consumer. There’s profit opportunities with the superfan, and I don’t think they’re disappointed to pay that way. It’s a way they vote in support of their favorite artists.”
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