There is no question that Adele’s 25 is going to be the biggest album of Q4. And Q’s 1, 2, and 3 of 2016. And here’s the interesting thing to me: it’s going to do it the old-fashioned way: by selling albums. Streaming? Sure, it’ll be important but when compared to how the public will gobble up this record, this will be a retail event. Music Industry Blog explains.
The outstanding success of Adele’s single ‘Hello’ has stoked up the already eager debate around whether Adele’s forthcoming ‘25’ album is going to be a success. Indeed some are asking whether it is going to ‘save the industry’. One of the aspects that is getting a lot of attention is whether the album is going to be held back from some or all of the streaming services. The parallels with Taylor Swift’s ‘1989’ are clear, especially because both Swift and Adele are strong album artists, which is an increasingly rare commodity these days. But the similarities do not go much further. In fact the two artists have dramatically different audience profiles which is why streaming plays a very different role for Adele than it does for Swift.
Lapsed Music Buyers Were Key To the Success Of ‘21’
Adele’s ’21’ was a stand out success, selling 30 million copies globally. Core to ‘21’s commercial success was that the album touched so many people and in doing so pulled lapsed and infrequent music buyers out of the woodwork. The question is whether the feat can be repeated? In many respects it looks a tall ask. We’re 4 years on since the launch of ‘21’ and the music world has changed. Music sales revenue (downloads and CDs) have fallen by a quarter while streaming revenues have tripled. And the problem with pulling lapsed and infrequent buyers out of the woodwork is that they have receded even further 4 years on. In fact a chunk of them are gone for good as buyers.