We’re in an age where albums just do not sell no matter how big the buzz is for that artist.
We’re in an age when artists can sell less than 150,000 copies and debut number one on the charts.
The numbers today are abysmal in comparison to the 90s when artists like Whitney Houston, Britney Spears and the Backstreet Boys were dropping platinum albums from left to right.
Even soundtracks were going platinum. SOUNDTRACKS!
However, an artist who emerged in the 90s is still selling albums in the new millennium and his name is Eminem.
Em recently has released his seventh studio album, ‘Recovery’ and after debuting at #1 with almost 800,000 copies sold, he has yet to let up any momentum.
Billboard has recently reported that the album has sold over two million copies less than two months after release. ‘Recovery’ has held the top spot seven out of the eight weeks so far.
So the question is: how does Eminem do it? What’s his strategy? If people took the same route Em did when releasing an album would their numbers increase? Honestly, probably not. Eminem released ‘Recovery’ with only one single (Not Afraid) backing it up which by the way was the second rap single to ever debut number one on the Billboard Hot 100.
Em barely does collaborations; stays out of the limelight while he works on his albums, hardly tweets and rarely performs live. He does the opposite of most rappers nowadays. The thing is: Eminem doesn’t need to promote himself. His name will always sell and he knows it, his label knows it and the whole rap game knows it.
His longevity in the music industry is unmatchable. Jay-Z comes close of course but his last album was in the same neighborhood as Drake’s debut album at the mid 400,000s.
Wayne did a milli but that was two years ago.
Maybe if he was black, he would’ve sold half (*plays White America*) but all I know is that Eminem’s music reaches people all over the world while most hip-hop artists have a difficult time reaching people outside the town they’re from. Eminem is a rapper, yes of course, but Eminem is also a star and most importantly, he is a pop icon and as long as he continues to release music, it will fly off the shelves.
So congrats to Em for reaching double platinum this week. It’s another win for hip-hop. It’s been a good year for rap, hasn’t it?
-Guest blog by: Jon Moreno
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