Adele’s ’25’: How huge will it be?

28 Oct 2015 | Author: | No comments yet »

Adele’s ’25’: How huge will it be?.

25, due on Nov. 20, marks Adele’s first album in almost five years, and the question isn’t if the release will be big – it’s exactly how big it will be. NEW YORK – Adele’s first music video in four years smashed records at entertainment platform Vevo.com, delivering more than 27 million views in the first 24 hours after its release last week. In 2011, Adele’s icon status-cementing album 21 sold 11.2 million copies, according to Nielsen Music, whopping sales figures that simply don’t exist in the music industry anymore. Hello is the first single from a new November album, 25, to be released by Adele, who took a four-year break after her 21 hit album won six Grammy awards and sold more than 30 million copies worldwide. There’s a stark reason why Swift won so many hard sales in today’s tough climate: she pulled her music entirely off streaming sites like Spotify, arguing they don’t pay artists enough.

Kevin Allocca, head of Culture and Trends at YouTube, says this type of activity is rare. “It’s not data we track often,” he says. “It happens occasionally when you have something really big where you have a lot of people talking about it. [There’s] a lot of interest in a very concentrated amount of time.” “Hello” also set a record for music-video site Vevo, which reported yesterday that the single-day view total for Friday, Oct. 23 was 27.7 million views. Figures for early downloads of the heartfelt ballad are not expected to be available until next week, but music website Billboard.com said digital sales could also break records.

Billboard.com quoted music industry sources as saying that “Hello” sold about 450 000 in its first two days on sale, and could top the Billboard Hot 100 singles charts next week. (Reuters) The video was shot in part on Imax cameras by Canadian filmmaker Xavier Dolan, and along with Adele, stars actor Tristan Wilds (“The Wire,” “90210”). The hustle has begun: Adele released 25’s first single, Hello, on Oct. 23, and simultaneously began an impressive media rollout that included the cover of i-D magazine, an expansive radio tour and confirmation she’ll perform on SNL Nov. 21 with Matthew McConaughey as host. Hello is already dominating radio, and according to Billboard, is on track to have the best sales week ever for a digital download song in the U.S. (The current record was set by Flo Rida’s Right Round in 2009.) “It’s off to a great start, considering that it’s a five-minute ballad and five-minute ballads are not what pop radio does these days,” says Sean Ross, author of the Ross On Radio newsletter.

It doesn’t hurt that Adele’s fans have been chomping at the bit for this album for years, stalled first due to Adele’s vocal cord surgery, and then her pregnancy with son Angelo, now 3. “I was struggling to write my record, so it all slowed down,” she told BBC Radio 2. “Obviously, I took a bit of time off because I became a mum. For YouTube, the explanation for the high numbers is more than just a catchy tune and well-shot video. “Two of the biggest cultural things that we have are music and film,” Allocca says. “When a new music video comes out like this, it’s a cultural phenomenon. So a couple of times I thought I’d dried up.” The video for Hello, posted Friday, currently has over 93 million views on YouTube, and smashed Taylor Swift’s Bad Blood record of most views in 24 hours out the gate (Bad Blood had 20.1 views, Hello earned 23.2). “I’m sure they have been offered piles of money for a streaming exclusive or a promotional sponsorship for a first release, that’s the world that we live in,” says Light. “I’m sure they’re still weighing those choices now.”

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