Photo Credit: The New York Times
Like Taylor Swift and Beyoncé before her, Adele’s new album 25 will not be available on music streaming services like Spotify and Apple Music. Although the album releases today, fans will have to purchase it via CD, LP, or digital download in order to listen.
The announcement came after projected sales of 1.5 million units for the CD version, and 1 million digital downloads, were reported by Billboard Magazine on Wednesday. Sales of that magnitude would top current record holder *NSYNC’s 2000 album No Strings Attached, which sold approximately 2.4 million units in its first week.
While 25 has already been pegged as one of the most highly anticipated albums of the last few years, the decision to opt out of streaming is undoubtedly a marketing move.
Pre-order sales have already topped 500K units. While the majority of pre-orders are digital downloads from sites like Amazon and iTunes, brick and mortar stores are reaping the benefits too.
In a New York Times article yesterday, a Target spokesperson was quoted as saying “We fully expect this to be one of our best-selling albums ever.”
Target was offering a pre-order of the album including an exclusive version of the CD with three bonus songs. Undoubtedly, retailers are hoping the streaming exclusion will boost sales, especially with the holidays approaching.
It’s unclear how long Adele and her label will prevent streaming. Speculations have ranged from one week to one year. Her previous album 21 was unavailable on Spotify for over a year after its initial release.
However, seeing as 25 leaked online only a few days ago, it’s unlikely that keeping it off streaming sites will prevent those determined to listen to it for free.
25 is Adele’s first album in over four years and is available everywhere (except streaming services) today.