3 Reasons Why Soulja Boy’s 2.5 Million Twitter Followers Netted Only 13,000 In First Week Sales
The theory that Twitter can help sell music suffered a body blow recently when Soulja Boy's 2.5 million Twitter followers bought just 13,000 copies of his new album in it's debut week. "The DeAndre Way" sold 2,000 digital copies and 11,000 physical in the U.S. according to SoundScan and Billboard in the week following its release. His last album, "iSouljaBoyTellem" sold 45,000 the first week. Three factors helped contribute the low tweet to sales conversion.
- As Billboard's Antony Bruno points out, "Soulja Boy is very much as singles artist. "Crank Dat (Soulja Boy)" was the 14th best-selling digital song of all time with more than 4.6 million downloads. But even the first single from "The DeAndre Way" - "Pretty Boy Swag" - didn't stack up, with 590,000 downloads since it first went on sale in June. Track sales from the new album total 718,000."
- Twitter is by nature an easy medium to ignore and it's almost impossible to keep up with a constant string of tweets from various sources.
- Soulja Boy's "call to action" was weak. Soulja tweets 15-20 times a day, but asking fans to buy a new album in a track driven genre is obviously no longer enough. Perhaps the response would have been different if his Twitter fans were offered an exclusive "I Do It The DeAndre Way" t-shirt with a download code attached for $15? Or if Soulja had tweeted a series of private concerts where having a copy of the new CD was the only way to get in.