Week Ending June 5, 2011. Albums: Gaga's Record Drop-Off
Posted Wed Jun 8, 2011 10:04am PDT by Paul Grein inChart Watch
Lady Gaga'sBorn This Wayset another record this week, but not one that Gaga's team will be happy about. Sales of the album dropped off by 84% from its sizzling (but discount-inflated) opening week. That's the the steepest drop-off in sales, expressed in a percentage basis, of any of the 17 albums that sold 1 million units in a week in Nielsen SoundScan history.
Gaga's album sold 174,000 copies this week, down from 1,108,000 last week, when sales were goosed by a two-day, 99-cent sale at Amazon.
The old record for the steepest drop-off following a million-unit week was held by*NSYNC's2001 albumCelebrity. Sales dropped by 76% in the week following its 1,880,000 debut. Two recent albums were tied for second place in the steepest drop-off column. Sales ofLil Wayne's2008 hitTha Carter IIIandTaylor Swift's2010 smashSpeak Nowboth dropped off by 69% in the week following their debuts of 1,006,000 and 1,047,000, respectively.
A big drop-off was to be expected. But the fact that Gaga's drop-off was steeper than any of the other follow-ups to albums that had a million-unit week is troublesome. It seems obvious that the opening week tally forBorn This Waywas generated not only by hard-core fans, but also by casual fans who just didn't want to pass up such a deal. Last week's near giveaway worked in the short term (by giving Gaga the biggest one-week sales total since 2005), but it may have also served to devalue albums in general and Gaga's brand in particular.
Born This Waymay not evenlog a third week at #1.Adele's21, which is currently 53K copies behindBorn This Way, could easily return to the top spot next week.
You may be wondering why *NSYNC's album experienced such a sharp drop-off in its second week.Celebritywas released 16 months after the boy band reached its peak withNo StringsAttached. In the world of boy bands, 16 months is a lifetime.
If you want to know which three albums experienced themildestdrop-offs in the weeks following their million-plus weeks, here you go. Sales of50 Cent's2005 albumThe Massacreslipped by just 32% in the week following its 1,141,000 debut. Sales ofEminem's2002 albumThe Eminem Showdropped by 39% in the week following its 1,322,000 debut. Sales ofGarth Brooks'1998 double-disk setDouble Liveslipped by 40% in the week following its 1,085,000 debut.
Born This Wayfell off even more sharply in the digital realm. The album sold 38K digital copies this week, a 94% drop from its record-setting opening week total of 662K.Born This Wayisn't even #1 on this week's Digital Albums chart. That honor goes instead toDeath Cab for Cutie'sCodes And Keys, which sold 59K digital copies (57% of its total).
Born This Wayholds at #1 in the U.K. for the second week, but it drops from #1 to #7 in Japan. Gaga's previous full-length,The Fame, logged seven weeks at #1 in the U.K., but didn't reach #1 in Japan.
Adele's21rebounds from #3 to #2 on TheBillboard200. The album has ranked in the top three for each of its first 15 weeks. This is the best showing by any album sinceAlicia Keys'As I Amranked in the top three for each of its first 15 weeks in 2007-2008. Both albums were powered by songs that had long runs at #1 on the Hot 100. Keys' "No One" logged five weeks on top. I expect Adele's "Rolling In The Deep" to hold the top spot for a fifth week when the chart is released later today.
21tops the 2 million mark in sales this week. It's the first album to sell 2 million copies in 2011. This is later in the year than we saw the first 2 million-seller of 2010 (Lady Antebellum'sNeed You Nowhit the 2 million mark in the week ending May 9), but it's ahead of the pace for 2009 (Michael Jackson'sNumber Onesreached the 2 million mark in the week ending Oct. 25.)
Eddie Vedder'sUkulele Songsdebuts at #4. It's Vedder's first solo studio album. He reached #11 with the 2007 soundtrack toInto The Wild. All nine of Vedder's studio albums withPearl Jamhave made the top 10. The band's best-seller is its first album,Ten, which has sold 9,869,000 copies.
Vedder enters Top Music Videos at #1 withWater On The Road: Eddie Vedder Live. The video sold 11K copies, which allowed it to unseatAC/DC'sLive At River Plate, which had topped the chart the last three weeks.Pearl Jamreached #1 on Top Music Videos withTouring Band 2000(for five weeks in 2001) andImmagine In Cornice/Picture1 (for one week in 2007).
Lil Wayne's"How To Love" vaults from #52 to #5 in its second week (its first full week) on Hot Digital Songs. The song entered the Hot 100 last week at #69. How high will it climb this week? Check back later today when we post Chart Watch: Songs.
Here's the low-down on this week's top 10 albums.
1.Lady Gaga,Born This Way, 174,000. The album logs its second week at #1. Four songs from the album are listed on Hot Digital Songs, topped by "The Edge Of Glory," which holds at #4 for the second week.
2.Adele,21, 121,000. The former #1 album rebounds from #3 to #2 in its 15th week. Four songs from the album are listed on Hot Digital Songs, topped by "Rolling In The Deep," which hold at #1 for the fifth straight week.
3.Death Cab for Cutie,Codes And Keys,102,000. This new entry is the group's third straight top five album. It follows Plans(#4 in 2005) andNarrow Stairs(#1 in 2008). "You Are A Tourist" enters Hot Digital Songs at #153.
4.Eddie Vedder,Ukulele Songs, 71,000. This new entry is Vedder's first solo studio album. He debuted and peaked at #11 with the 2007 soundtrack toSean Penn'sInto The Wild.
5.My Morning Jacket,Circuital, 55,000. This new entry is the group's second top 10 (and first top five) album.Evil Urgeshit #9 in 2008. "Circuital" enters Hot Digital Songs at #86.
6.Brad Paisley,This Is Country Music, 53,000. The album drops from #2 to #6 in its second week. It holds at #1 on the Country Albums chart. "Old Alabama" (featuringAlabama) holds at #68 for the second week on Hot Digital Songs.
7.Various Artists,Now 38, 39,000. The album dips from #6 to #7 in its fifth week. It has been listed in the top 10 the entire time. The album has sold 327K copies.
8.Jason Aldean,My Kinda Party, 33,000. The album inches up from #9 to #8 in its 31st week. This is its ninth week in the top 10. Three songs from the album are listed on Hot Digital Songs, topped by "Dirt Road Anthem," which jumps from #23 to #16.
9.Flogging Molly,Speed Of Darkness, 25,000. This new entry is the group's second top 10 album.Floatdebuted and peaked at #4 in 2008. "Don't Shut ‘Em Down" enters Hot Digital Songs at #112.
10.Soundtrack,Glee, The Music: Season Two Volume 6, 25,000. The album drops from #4 to #10 in its second week. Two songs from the album are listed on Hot Digital Songs. "Light Up The World" drops from #17 to #97. "Pretending" drops from #21 to #120.
Four albums drop out of the top 10 this week.Maybach Music Groups Presents: Self Made, Vol. Idrops from #5 to #12,NKOTBSB'sNKOTBSBdrops from #7 to #22,Foster The People'sTorchesdrops from #8 to #25 andMumford & Sons'Sigh No Moredips from #10 to #11.
Adele's2008 album19jumps from #21 to #15. It's #1 on Top Catalog Albums for the 14th time in the past 16 weeks. Among all albums, it's #33 for the year-to-date. (By comparison, last year's top catalog album,Michael Jackson'sNumber Ones, ranked #78 among all albums for the year.)
Trin-I-Tee5:7'sAngel & Chanellebows at #20. It's the highest-charting album to date for the female contemporary gospel trio, which first charted in 1998...Black Stone Cherry'sBetween The Devil & The DeepBlue Seadebuts at #29. It's the Southern rock band's second top 30 album...Jordan Knight'sUnfinisheddebuts at #48. WithNew Kids on The Block, Knight amassed five top 10 albums between 1989 and last week, whenNKOTBSBreached #7.
X-Men: First Class, the fifth installment in theX-Menfranchise, was #1 at the box-office over the weekend. It bumps off the sequel toThe Hangover, which in turn bumped off the fourth installment in thePirates Of The Caribbeanfranchise. Sequels didn't used to be much of a factor in movie-making. This started to change with the success ofThe Godfather Part IIin 1974. (The soundtrack toX-Men: First Classsold 1K copies this week, too few to make TheBillboard200.)
Guns N' Roses'2004 compilationGreatest Hitstops the 5 million mark in sales this week. It's the band's second album to reach this plateau. Its 1987 debut,Appetite For Destruction, has sold 5,082,000 copies since Nielsen SoundScan began tracking sales in 1991. (It sold millions more copies in its first four years of release.)
Two weeks ago,Carrie Underwoodbecame the first formerAmerican Idolcontestant to top the 2 million mark in U.S. sales with three different albums. She achieved the feat asPlay Ontopped the 2 million mark. It followsSome Hearts, which is up to 7,110,000, andCarnival Ride, which is up to 3,198,000. Three formerIdolcontestants (Kelly Clarkson,Clay AikenandDaughtry) have each amassed two million-selling albums. Four more (Ruben Studdard,Fantasia,Jordin SparksandDavid Cook) have each notched one.
I hope you're going to watch the Tony Awards on Sunday night.The Book Of Mormonis heavily favored to win Best Musical. It's vying withThe Scottsboro Boysand musical adaptations of the moviesCatch Me If You CanandSister Act.Anything GoesandHow To Succeed In Business Without Really Tryingare competing for Best Musical Revival. (Anything Goesoriginally opened on Broadway in November 1934.How To Succeed...originally opened in October 1961.) The cast album toThe Book Of Mormonhas sold 20K digital copies in three weeks. The CD was released yesterday. Expect it to return to the chart next week.