genre rock

It’s been four years since a hard rock band topped the Billboard 200 albums chart — and far longer since such a band did so without having decades of hits already to its name. But this week, Ghost puts an end to both of those droughts.

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The Swedish rock band, with its anonymous lineup and masked on-stage appearance, has grown its devoted cult of fans for over 15 years now, coming ever closer to the top spot on the Billboard 200 with their first five album releases. Now, the group has finally captured its first No. 1, with sixth album Skeletá bowing at pole position, moving 86,000 first-week units, according to Luminate (with the majority coming in physical sales).

How did the group get over the top on the Billboard 200? And which band could be next? Billboard staffers answer these questions and more below.

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1. Ghost’s Skeletá becomes the band’s first No. 1 album on the Billboard 200 with 86,000 units moved. On a scale from 1-10, how surprised are we by that first-week performance?

Mackenzie Cummings-Grady: It’s around a 9 or 10 for me. 86,000 units for a ROCK record in 2025 is an unbelievable accomplishment, especially when the band is this gothic and relatively niche. Don’t get me wrong, Ghost’s following has been strong and steady for years now, but I don’t think anyone anticipated their supporters to be this die-hard this many years later. The group has been cranking out records consistently since 2010, so they’re by no means a buzzing new band, nor do they have any sort of obvious mainstream pop culture support. This album is kinda just business-as-usual for them, making the No. 1 debut that much more impressive. 

Lyndsey Havens: 8. Ghost has been around for almost 20 years, having formed in 2006 and released its debut album in 2010. And Skeletá is its sixth album. That’s not to say the group hasn’t had incredible success across that timeline, but to debut atop the all-genre albums chart is indeed impressive — and yes, a bit of a shock. But it’s important to look at the circumstances, too; Skeletá is the only debut in the top 10 of this week’s Billboard 200 chart, meaning it wasn’t a particularly crowded week for new releases. Even so, 86,000 units moved isn’t nothing — and I think this No. 1 debut is an important reminder of the ironically quiet yet sturdy interest in hard rock. 

Elias Leight: 7 — the band did hit No. 2 in the past, and it helped that Ghost released Skeletá during a quiet chart week. Still, it’s always surprising when a group with so few streams tops the Billboard 200. 

Andrew Unterberger: Maybe a 6? I’d go higher if I didn’t already know anything about the band’s chart trajectory — and certainly 86,000 units is an eye-opening first-week number — but I can’t really deem it that shocking when a band goes to No. 8 with one album, then No. 3 with the album after that, then No. 2 with the album after that… then No. 1 with the album after that. Not that every band follows such a linear trajectory, but Ghost certainly has to this point.

Christine Werthman: I registered a 3 on the surprise scale, once I knew that their fans love vinyl and the band offered over a dozen vinyl variants of the new album, and that the last album went to No. 2. Traditional album sales accounted for 89 percent of Skeletá’s first-week numbers — and this tracks with the Billboard interview from 2022 after Impera’s big year, where the band’s marketing lead discussed how vinyl was a huge part of Ghost’s strategy. The surprise level is pretty low, considering the band just implemented a strategy it knew to be successful and was already on the right track with the last album. And the competition for the week wasn’t too stiff. 

2. While Skeletá is the band’s first No. 1 album, they’d been getting closer with each successive album, and even scored a No. 2 album earlier this decade with 2022’s Impera. Is this album being the one to put them over the top more about the album itself or more a matter of the band’s overall momentum?

Mackenzie Cummings-Grady: In a way, I think it’s both. Skeleta is definitely one of their better, more cohesive records in recent years, but let’s just address the elephant in the room here: There is clearly a growing, reinvigorated interest in masked and disguised rock bands. Sleep Token is arguably the biggest band in the world right now, and they’ve experienced a very similar upward trajectory this decade. Those guys have a very strong chance of debuting at No. 1 two weeks from now, following the release of new album Even in Arcadia this Friday (May 9), which even just five years ago would have been unheard of. Skeleta’s debut I think has to do more with cultural momentum. There’s a strong gravitational pull young music fans are having towards dark and enigmatic rockers. Not to mention they rock hard, too.

Lyndsey Havens: I think it’s both. I actually love to see a trajectory like this, where you can trace a steady incline year over year — across many years. But it does take those two ingredients to get there: great music and an equally great fanbase. Ghost has always had both, with the latter being a tight-knight community that plays into the band’s heavily costumed on-stage presence (with the members being known as a clergy of “Nameless Ghouls” led by frontman Tobias Forge). With this new milestone, I’m curious to see where the band goes from here.

Elias Leight: Ghost’s timing was key. In February and March, stars like Bad Bunny, the Weeknd, PartyNextDoor and Drake, Lady Gaga, and Playboi Carti stormed to No. 1 with new releases. In the three most recent tracking weeks, however, the top album has not earned more than 65,000 album-equivalent units: Ken Carson, who hit No. 1 with More Chaos, managed to summit the chart with the smallest weekly total in three years (a number then lowered by SZA’s SOS in its return to the top spot the following week).  

At the same time, Ghost’s audience has grown with each recent album. The band jumped from a No. 8 debut in 2015 to No. 3 in 2018, more than doubling its first-week total in the process. Four years later, when Ghost reached No. 2 with Impera, the group’s first-week numbers didn’t move much. The band found a strategy to boost numbers again with Skeletá. Combined with a week when no stars were releasing new albums, this put Ghost over the top.

Andrew Unterberger: It’s the momentum. Skeletá is a fine album but hardly a game-changer; if you know Ghost already you have a pretty good idea of what to expect from it. It’s more that a whole lot more people know who Ghost are now than did five or 10 years ago.

Christine Werthman: Ghost didn’t reinvent the wheel on this one compared to the others, so I’d chalk it up to the momentum. A loyal following led the Swedish hard rockers to the top.  

3. While Ghost has scored a handful of Mainstream Rock Airplay No. 1s and even a minor crossover success with the belatedly viral “Mary on a Cross” in 2022, this new set has yet to spawn a big hit, with “Satanized” its only advance song to even crack an airplay top 10. Do you think a hit single will emerge from Skeletá – and does it particularly matter for the band at this point?

Mackenzie Cummings-Grady: I don’t think it matters. The evidence of their growing popularity album-wise proves that point. Even at their earlier peaks, it felt that Ghost scored hit singles almost accidentally. They’ve never catered to radio or any sort of mainstream acceptance, that’s what makes ‘em so epic and cool. So if a hit song does emerge, it’ll just be out of fan-wide love of the song, not because of any major push from them. 

Lyndsey Havens: No, I don’t think it matters. And honestly, I think for a band like Ghost — and this deep into a career — having a full LP hit No. 1 versus a single would mean more to me. That’s not to say it’s too late for a hit from the album to emerge, but is it necessary? I think not.

Elias Leight: This band has excelled at getting fans to buy albums — 61,000 copies of Prequelle, 62,500 of Impera, and now 77,000 of Skeletá — which makes it less dependent on U.S. hits. The success of “Mary on a Cross” presumably helped Ghost reach some new listeners. But even so, the band’s first-week stream count didn’t budge much: 9.11 million on-demand streams of Impera songs compared to 12.45 million of Skeletá songs.   

Andrew Unterberger: Never hurts to have a breakout hit, certainly — and this set could have one, but if it does, it will probably pop off unpredictably, like “Mary” did three years ago. But obviously a consistent sales-drawing power means that you’re not dependent on them from album to album, which is the point that all popular performing artists — not just rock bands — should hope to get to in their careers.

Christine Werthman: “Lachryma” has some higher streaming numbers in its favor right now, but I also feel like “Umbra” might be a sleeper hit. It really builds, has a righteous instrumental break, and it could stir some controversy, with its seemingly religious references to “the chosen one” and “the shadow of the Nazarene.” All hail the blasphemers? Maybe, though it’s not as spicy as “Mary on a Cross.” It doesn’t totally matter though, as it seems like Ghost’s fanbase is in it for the long haul already. 

4. Given that it’s one of the few hard rock bands of a relatively recent vintage to accumulate a devoted enough audience to top the Billboard 200, what lessons do you think other bands might be able to learn from Ghost’s recent chart success?

Mackenzie Cummings-Grady: Being authentic, unique and weird will always be cool. There will always be an appetite for it, and that appetite will translate to success if you just give it time. A lot of young bands cater to the algorithm right off the bat, you can hear it in the way they record and promote their albums. Ghost has always been Ghost, they’ve never swayed from that, which is why their fans have stuck by them. Do what creatively liberates you, don’t cater to the data!

Lyndsey Havens: To keep doing what you’re doing. You make music that you love and believe in? Great. You built a fanbase that’s willing to dress up for you at shows? Amazing. You’ve slowly over time played to bigger audiences across the world? Wow! All of these measurements of success, I believe, are what got Ghost to this point — and I haven’t even gotten to their Grammy win (best metal performance for “Cirice” in 2016). Over time, Ghost has created a world for itself and its fans to live in, and a No. 1 album is just proof of concept.

Elias Leight: Ghost employed a strategy initially popularized by K-Pop groups, releasing more than 20 variants of Skeletá across vinyl — including a limited run of 6,000 LPs with three different sets of “mystery” artwork — CD, and cassette. If a band already has an audience that likes to collect physical copies, releasing multiple variants has proven to be a reliable way to increase sales. Ghost fans snapped up 44,000 LPs across the various iterations of Skeletá, giving the band the third-largest vinyl sales week for any rock album in the modern era.

Andrew Unterberger: Embrace theatrics and spectacle! Over the past 30-plus years in rock music, it’s became increasingly normalized for rock bands to be no-frills in nature — but the pool of music fans who default to rock bands is pretty shallow these days, and it’s hard to draw in modern pop audiences while presenting yourselves so statically. If you want to reach Ghost’s commercial strata, you gotta give ’em a little more flair, a little more drama.

Christine Werthman: Don’t worry too much about chasing crossover hits, and find a marketing plan that works and follow it. Ghost didn’t revamp its style to get to No. 1 for the first time. The band just doubled down and gave its fanbase what it wanted — more ripping hard rock and more vinyl for the collection. Sticking to the script doesn’t work for every band, but Ghost identified its strengths and stuck with it. And remember: This is the group’s sixth studio album. Stick with it! 

5. What’s another rock band that you could see topping the Billboard 200 for the first time in the near future?

Mackenzie Cummings-Grady: Mark my words: Sleep Token will go number one next week.

Lyndsey Havens: Our colleague Jason Lipshutz put me on to Spiritbox, and I think they are well on their way to a Billboard 200 No. 1. It would be a much quicker rise than Ghost, but I think the groundwork has been laid — and with Ghost delivering the first hard rock album to top the tally in over four years, I wouldn’t be surprised if the wait for it to happen again is significantly shorter. 

Elias Leight: Falling in Reverse hit No. 12 — their highest position ever — with Popular Monster in 2024. Five Finger Death Punch have eight top 10 albums and have peaked at No. 2 on three separate occasions.

Andrew Unterberger: It’s Sleep Token, and it’s this month. But keep an eye out for The Marías, too — that group’s time might be coming sooner than you think, too.

Christine Werthman: Turnstile!