It’s been a jubilant few days for BMG‘s recorded music crew – after Kylie Minogue’s newest album, Rigidity, hit the No.1 spot in both the UK and her native Australia on Friday (September 29).
It was Minogue’s third consecutive No.1 album on BMG, touchdown 53,000 sales-equivalent models in its debut UK chart week – outselling the remainder of the Prime 5 mixed.
But pushed by the not-insignificant hit standing of Rigidity’s lead single – Padam Padam – there’s a much less market-specific story to contemplate right here, too.
Rigidity’s international streams as of Sunday (October 1), says BMG, stood at roughly 170 million.
On the identical level post-release, Kylie Minogue’s earlier album, Disco – launched lower than three years in the past – had amassed simply 25 million international streams.
“We’re at almost seven instances the variety of international streams we had then, “ says BMG President Repertoire & Advertising UK Alistair Norbury. “Our key focus for Kylie [with Tension] has been on constructing her streaming viewers”.
Going hand-in-hand with this technique has been a concerted drive to construct Kylie’s worldwide presence. BMG says that the No.1 marketplace for Rigidity is predicted to not be the UK or the artist’s native Australia, however the US.
Certainly, on Monday (October 2), including to its UK and Australia chart efficiency, Rigidity formally landed at No.21 on the Billboard 200 within the US – the artist’s highest putting on that chart in over a decade.
Thanks largely to the pre-album success of Padam Padam, tracks from Rigidity within the US have already racked up greater than 45 million streams (throughout audio and video companies), based on Luminate knowledge.
“This marketing campaign exhibits that it’s incorrect to imagine, as many do, that established artists don’t stream.”
Alistair Norbury, BMG
That’s greater than half the scale of the lifetime streaming determine (83.7m) attracted by DISCO within the US to this point, following its launch in November 2020.
Padam Padam itself has already secured over 35 million streams within the US to this point, per Luminate knowledge.
A major quantity of credit score for Kylie’s international streaming success with Rigidity, then, might be attributed to Padam Padam, however Alistair Norbury additionally credit Minogue’s “unstinting engagement with our groups all over the world”.
“This marketing campaign exhibits that it’s incorrect to imagine, as many do, that established artists don’t stream,” he provides.
“It may be a protracted haul. It requires the sort of dedication Kylie has demonstrated and a label with a long-term perspective like BMG. However we’re proving that it’s potential even for artists who first got here of age lengthy earlier than streaming to construct a viable streaming enterprise.”
“We’re proving that it’s potential even for artists who first got here of age lengthy earlier than streaming to construct a viable streaming enterprise.”
Alistair Norbury, BMG
Rigidity’s No.1 chart efficiency arrived in the identical month that BMG introduced it will be going ‘direct’ on distribution for its personal streaming releases sooner or later.
