Twitter was all abuzz among the industry yesterday about SouljaÂ Boysâ€™ new album â€œThe Deandre Wayâ€ selling a little over 13,000 units inÂ the first week of its release.Â The only twitter page that was silent was that of @SouljaBoyTellem.Â After a major promo tour with concerts and videos on MTV & WSHH, I believe this was a major blow to the marketing & sales departments at every major label that left them wondering, â€œWhat if this happens to us?â€Â Especially when execs like UMGâ€™s own Cameo Carlson, an EVPÂ at Universal Motown Republic Group that used to workÂ for Itunes says things like…
â€œWe would certainly like fans to buy more than just a track, so weâ€™re trying to look at ways we can get that interaction to be more significantâ€¦ Weâ€™re not going to make up for falling physical sales 99 cents or $1.29 at a time.â€
What baffles me the most in all of this are the number of fans that are visibly involved in Soulja Boyâ€™s daily world via social networks and performances that did not purchase his album?Â To date, he has over 2.5 million fans following him on twitter and with only 13,360 units sold that means it’s possible that only a little over 0.5% of them bought the album.Â Of those sales, 85% purchased it from a store and 15% purchased it online.Â Now factor in the 60% sales drop that an album see in the 2nd week of sales and the music industry has a real problem.
Soulja Boys’Â hit single â€œPretty Boy Swagâ€ has sold over 500,000 digital units, and thatâ€™s still only a possibility of 20% of those same fans making a purchase.Â Although that’s a better percentage, can the music industry survive like that?Â Even the nearly 5 million â€œPretty Boy Swagâ€ Youtube views had no bearing on Soulja Boys’ single sales whatsoever, considering thatâ€™s where he got his multi-platinum start.
The only question that remains now that the music industry is even more aware of the problem is how to find a solution.Â Do the execs at the top â€œplaying musical music industry chairsâ€ have the expertise to fix this?Â Can theyÂ stomach another week of first week numbers like these?
Tell us what YOU think!Â Leave your comments and make sure you check out @THATRETAILCHICK on twitter.