Adele’s ’25’ Set to Break One-Week U.S. Album Sales Record; Sold Over 900K at …

21 Nov 2015 | Author: | No comments yet »

Adele Pranks Adele Impersonators by Performing in Disguise: Watch.

There’s only one true Adele. As part of Friday’s Adele at the BBC special, the singer teamed up with BBC host Graham Norton for a lighthearted prank where a disguised Adele hung out with a group of unsuspecting Adele impersonators.(Bloomberg) — By restricting her new album “25” from streaming services Apple Music and Spotify, Adele is playing to her greatest strength: wide appeal.

As well as performing and chatting with Graham Norton during the TV special, she filmed a comedy sketch, donning a prosthetic chin and nose to subtly alter her appearance for the audition. For the gag, the 25 singer sported a fake nose and chin, altered her manner of speaking (to make her sound more like a nanny) and changed her name to “Jenny.” She then traveled backstage to hang out with the rest of the Adele impersonators. The British singer is the rare artist whose allure spans demographic groups, from teenagers on YouTube and Spotify to adults who visit record stores or frequent iTunes. During their backstage chats, Adele even poked fun at the nearly five-year wait for 25: When one of the impersonators mentions that she can’t wait for the new Adele album, the real Adele quipped, “Taking her time.” She also commiserated with her fellow impersonators, saying her business has slowed lately, as there isn’t much demand for Adele.

Music executives liken her to a four-quadrant movie, the lingo for blockbusters like “The Avengers” and “Jurassic World” that draw in young and old, men and women. They were joined by “Jenny” as they waited backstage for their audition, with the Grammy-winning singer reinventing herself as a part-time nanny with a “calm and slow” voice. The prank ends almost immediately when Adele’s Jenny finally hits the stage for her audition, a performance of “Make You Feel My Love.” Nearly instantaneously, after Adele’s unmistakable vocals are heard pouring out of Jenny, it clicked among the impersonators that Jenny from backstage was actually Adele in disguise. Adele and Sony Corp.’s music division are betting customers of all ages will want her album so much that they’ll show up at record stores and on iTunes to buy a copy in bigger numbers than ever before.

First-week projections for “25” range as high as 2.5 million units, which would be the biggest opening since Nielsen began tracking album sales in 1991. Mad Max will roar back out of the apocalypse while Mad Men rides off into the sunset, rock’s Antichrist Superstar and hip-hop’s Yeezus will rise again.

It’s $10.99 for a pre-order on Apple Inc.’s iTunes. “Adele is a one in a million artist and she is fully driving her own career and fan base,” said Vickie Nauman, a Los Angeles-based media consultant who’s worked with Sony Music and Beggars Group, which includes Adele’s label, XL Recordings. When she started to be nervous I was confused as she said she’d been an impersonator for four years so I thought ‘come on love, you shouldn’t be nervous.’ I also thought she was a rubbish impersonator as when have you ever seen Adele wear gloves?” Adele impersonator Katie Markham said: “As soon as the first words were sung I knew it was her.

Taylor Swift did the same thing last year with “1989,” though she did allow the album to stream on Apple Music after the service’s debut. “We love and respect Adele, as do her 24 million fans on Spotify,” Spotify said Thursday in an e-mailed statement. “We hope that she will give those fans the opportunity to enjoy ‘25’ on Spotify alongside ‘19’ and ‘21’ very soon.” Web-radio pioneer Pandora Media Inc., which operates under different rules than its streaming rivals, will have access to the album and offer it to its customers within a few days. Swift scored the biggest week of sales in 12 years with “1989.” Unlike Swift, who is most popular among younger listeners, Adele receives a big boost from older consumers. In the first half of 2015, online streaming grew to 32 percent of all music sales in the U.S., making up for shrinking purchases of CDs and digital singles, according to a report from the Recording Industry Association of America. The album’s hit single “Hello,” which is available on Spotify, is already near the top of the charts, and the video for the song was viewed more than 400 million times on YouTube in less than a month. “It is so primed for a successful debut, you don’t want to play games” said Ted Cohen, managing director of TAG Strategic, a digital entertainment consultant whose clients include Sony/ATV Music Publishing. “Someone will say, ‘We’re not streaming the record; you have to buy it,’ and it’ll p— a lot of fans off. I don’t think anyone has shown you sell more physical copies because you kept it off a service.” The growth of streaming services hasn’t stopped the world’s most popular artists from spurning them when releasing new albums.

Fans of Beyonce and Adele can always stream albums later, once the sales have slowed. “Increasingly many artists are releasing music in cadences, so that they can get the most financially out of their new material,” said Nauman, the consultant. “I imagine Adele will continue to have hard core fans who will buy the CD and she stands to make much more from that.”

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