Australia’s Delta Goodrem has had a chart resurgence in the past two weeks and it is in part to the some clever old school marketing by her record label Sony Music Australia. Delta has been selling thousands of CD singles.
Most major music labels made the CD single obsolete around a decade ago and in doing so severed the spinal chord connecting the young music fan with an artist by taking away their incentive to start a record collection.
Some time back Sony Music Australia recognized the negative effect the absence of the CD single as a physical disc was having on the young music fan and started manufacturing the format again for Australian pop acts.
Young fans like to “own’ their artist and the download or stream distances them from that ownership with its lack of perceived value and proprietorship.
In the case of Delta Goodrem it has paid off. In the past week over 1200 Delta Goodrem ‘Wings’ CD singles sold to fans. Around 1500 Delta CD singles sold in the previous week.
Delta Goodrem fans are less likely to stream her music than fans of most other pop artists. While ‘Wings’ is number one of the singles chart, Delta’s song has failed to make the Top 40 on the streaming chart and this week sits at no 45 for music streams.
‘Wings’ was streamed 149,897 times on Australia registered IP addresses in the past week compared to the most streamed song ‘Can’t Feel My Face’ by The Weeknd, streamed 548,040 times.
However while ‘Can’t Feel My Face’ by The Weeknd was the most streamed song in Australia last week, it sits at number three over all.
Delta Goodrem ‘Wings’ would have been the number one song in Australia this week regardless of streams or CD singles. ‘Wings’ registered 12,399 download sales compared to the Calvin Harris & The Disciples ‘How Deep Is Your Love’ with 11,071 sales.
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