Getty ImagesTyler, The Creator has scored his first UK number one album with Chromakopia, despite the album only being on sale four of the last seven days.
The Official Charts Company begins counting sales and streams at 00:01 on Friday, when most projects from major labels are released.
But Taylor, ever the non-conformist, released his eighth studio album at 06:00 ET on Monday, three days after this week’s chart tracking began.
The 33-year-old, whose full name is Tyler Gregory Okonma, has previously said there was a lot of “passive listening” on weekends and advocated for posting on weekdays.
last year, Taylor told Canadian music journalist Nardwuar: “I think if you put it on the road during the workday, man, on your commute to work, or on your way to school… you really have an hour, 30 minutes to really engage and really listen. “
He suggested that most music listening on weekends was in the background at events such as parties, or when people were relaxing, which he said often meant people weren’t listening to the music as carefully.
But in the same interview, he admitted that missing nearly half a week of live broadcasts and sales might be a “stupid idea.”
The new album is usually released on Monday after the past week’s charts are released on Sunday night, but Changed to Friday in July 2015.
It’s part of a global strategy that has seen the music industry launch New Music Fridays in more than 45 countries, as consumer research finds fans prefer listening to music at the weekend because they feel they have more time.
But music charts analyst Chris Moranphy agrees with Taylor’s stance.
“I never liked that [weekend release] “A date,” he told BBC News. “I find it a little weird that we’re competing against movies and stuff like that.”
Movies are also released in cinemas mainly on weekends (usually Fridays).
Getty ImagesDespite the dominance of streaming, full album physical sales and download sales play a large role in album chart success because of the way they are weighted.
If Chromakopia also tops the US charts, it will be Taylor’s third number one album, although he has never had a top ten single.
On his website, fans can purchase different vinyl versions of the new album, bundled with original merchandise.
“He’s a marketing genius,” Moranfei said. “Tyler knows how to package his albums and his covers look beautiful.”
a report from last year Research has found that only 50% of vinyl record consumers own a record player, so cover art is particularly important.
Taylor’s 2019 album “Igor,” with its eye-catching pink design, spent 160 weeks on the Billboard vinyl chart.
The rapper has previously won two Grammy Awards for Best Rap Album, and all four of his previous albums have reached the UK top 10.
However, not everyone was enthusiastic about Chromakopia’s product announcement Monday morning.
Music business journalist Eamonn Forde called it a “marketing stunt”.
“The whole point of streaming is that you need to get as much momentum as possible on the charts for the week,” he said. “Every minute counts.”
Even if this strategy works for Taylor, subsequent artists may experience a law of diminishing returns.
“Hip-hop is known for trying new sales tactics,” Moranfe said.
“It may set an example for other artists, but not everyone is Taylor the Creator.”
On this week’s singles chart, Gigi Perez climbs to No. 1 with “Sailor Song,” ending Sabrina Carpenter’s hit run The single “Taste” reigned for nine weeks.
