Coleman Insights: Why Strong Sales Debuts Can Lead To Stiffs
February 3, 2015 at 3:49 AM (PT)
MATT BAILEY has posted the third in a series about how listeners engage with music across traditional and emerging platforms on the COLEMAN INSIGHTS website. He writes, "In our last installment (NET NEWS 1/28), we demonstrated how music purchasing patterns are fundamentally different from music listening patterns. Now we look at the importance of a strong sales launch because our analysis reveals that over half of all songs that will ever become Top 10 bestselling digital downloads debut as Top 10 bestsellers in their first week on the charts. You might assume looking for songs with strong sales debuts will help you pick tomorrow’s big hits. However, our analysis shows it’s more likely to lead you to stiffs."
"As the graph above shows," BAILEY continues, "more than half -- 56% -- of the songs that debut as Top 10 bestsellers in their first week don’t stay there; these are the songs that don’t go on to become big hits in terms of radio airplay or among on-demand streaming listeners. For example, ARIANA GRANDE and IGGY AZALEA’s 'Problem', ARIANA GRANDE and ZEDD’s 'Break Free' and MAROON 5’s 'Maps' were among the 17% of songs that debuted as Top 10 bestsellers and remained Top 10 bestsellers for at least five weeks. These songs were also among last year’s biggest Top 10 hits on radio and on-demand.
"During the same time frame, ARIANA GRANDE and BIG SEAN’s 'Best Mistake', SHAWN MENDES’ 'Life of the Party' and four different tracks from pre-teen boy band sensation 5 SECONDS OF SUMMER also debuted as Top 10 digital bestsellers, but these songs were among the 56% that were only Top 10 bestsellers in their debut week. Die-hard fans may have eagerly purchased these artists’ latest releases, but few others wanted to buy or hear them thereafter."
Read the full post here.