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"It's one of the perks of having a major label, is them being able to distribute the album in bigger places like that, which was totally new for me as this little indie artist." "Rather than my label kind of throwing my album onto the shelves, it felt like I was actually putting it there myself," Kelly said. Not only does the Target edition of her album Unbreakable Smile contain two exclusive bonus tracks, the singer visited the company's Minnesota headquarters to perform an acoustic set for employees and film another for a set of Web videos. We want to sell great music, but we also want to work with great artists who are able to collaborate with us."įor example: Tori Kelly. "We know there are some artists who will resonate more with a Target guest, or whether our guests will have an appetite for that additional content. "We're in constant conversations with labels about what's coming up, who's working on what," Henderson said. Within 10 days, Target sold about a million copies. Last fall, Target struck a deal with Adele to sell a version of her blockbuster 25 featuring three more all-new songs. In some cases, Target has built entire ad campaigns around such an album, filming commercials starring Swift or Timberlake or sponsoring high-profile Grammy Awards performances with Imagine Dragons and Gwen Stefani. (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." "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.
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"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. 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.