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(Individual songs are a different story.) Mass-market stores like Target and Walmart still account for more than a third of all physical album sales in America, and part of the reason is these stores' continued push for exclusive content.Įach year, Target produces upwards of 100 albums augmented with bonus tracks as part of a campaigned dubbed #MoreMusic.
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While physical music sales have plummeted, the CD is still the dominant format for sales of full albums. "But there is still something special about having that physical CD."
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"We are, as a retailer, well aware that people are getting their music from a lot of different sources, be it streaming or digital downloads," said Target's Henderson. For us, it's about finding that meaningful way to connect with those artists' fans in a deeper way."Īcross all platforms, album sales fell from 785.1 million in 2000 to 241.4 million in 2015, according to Nielsen SoundScan. "We know that from our guests' perspective, they're listening to both the physical and digital options. "Digital has definitely changed the way that we approach music," said Target spokesman Lee Henderson. And with artists and retailers scrapping for every sale, they're increasingly valuable chips in the war on streaming sites like Tidal and Spotify. These often overlooked bonus tracks represent links between the album's robust past and uncertain future.
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Yet year after year, the biggest stars in music - Adele, Taylor Swift, Justin Timberlake, Luke Bryan, Justin Bieber, Coldplay - still deliver thousands of exclusive, unreleased songs to giant retailers like Target, Walmart, Best Buy and iTunes in hopes of (get this!) selling actual albums. Surprise releases, exclusive streaming deals and multimedia events have blurred how we consume and consider complete collections of music, whether it's U2 dumping songs into our cloud or Beyoncé debuting her latest via audiovisual tone poem. The album, long considered the standard form for artistic expression in pop and rock, is morphing by the minute. "I just wanted to put everything out there."ĭelirium's bonus tracks occupy a curious place in the pop music landscape. "People would say, 'Oh, why don't you just save them for the next album?' " she said.