fbpx

J. Cole’s Album Rollout for The Off-Season

Share on facebook
Share on twitter
Share on linkedin
Share on email
Share on whatsapp
J. Cole (via The Athletic)

by Dan Runcie

Every Monday, Trapital's free weekly memo will give you insights on the latest moves in the business of hip-hop. Sign up here to stay ahead of all the trends:

I know. I wrote about Cole last week. But that was before he dropped buckets for the Rwanda Patriots and freestyled over Souls of Mischief “93 Till Infinity” and Mike Jones “Still Tippin.” It was also before the documentary, cover on SLAM, and interview with Kevin Durant! The rollout is impressive.

The fight for attention. The Off-Season’s first-week sales projection is between 280K – 310K units. For context, it’s similar sales number to Lil’ Uzi Vert’s Eternal Atake and Taylor Swift’s release of Fearless (Taylor’s Version).

Last week I predicted that it would undersell KOD’s 397,000 because Cole’s not as popular with casual fans as he was in 2018. My prediction was right, but for the wrong reasons.

The rules have changed. First, Billboard has since stopped counting merch album bundles as ticket sales. 44% of Cole’s KOD sales were “pure sales” which was largely driven by merch. The Off-Season, just 13% were pure sales. So to be fair, The Off-Season will be streamed more than KOD was in week one.

Also, The Off-Season is competing against a lot more content than KOD was. Like I said last week, a lot has changed in three years! There are 60,000 songs uploaded per day on Spotify than there were in 2019. That’s 50% more than in 2019. Also, apps like TikTok have grown tremendously in that time. While decision fatigue can draw more attention to established stars like J. Cole, the fragmented landscape is still hard for everyone to compete with.

That’s why his rollout was so important. Everyone needs marketing, even the superstars.

Read more about J. Cole in his cover story in SLAM Magazine.

Dan Runcie

Dan Runcie

Founder of Trapital

Want more? Trapital's free Monday memo will keep you posted on the latest trends in the business of hip-hop:

Like this memo? Share it!

Share on facebook
Share on twitter
Share on linkedin
Share on whatsapp
Share on email
"The stuff that Trapital puts out is fantastic. Really interesting insights into the industry, artists trends, and market trends."
Mike Weissman
CEO, SoundCloud
“You tell the true stories. Not just the end product, but how you get to the end product. Your point of view on it is dope.”
Steve Stoute
CEO, UnitedMasters and Translation