Its Not Anthony Callea’s Fault No 1 Sales Are Low - Noise11.com
Anthony Callea Backbone

Its Not Anthony Callea’s Fault No 1 Sales Are Low

by Paul Cashmere on September 29, 2016

in News,Noise Pro

Sectors of the music media took great delight in tearing into Anthony Callea this week for what they say was the lowest selling number one debut of all time. Well, they all missed the point.

Audience music consumption is changing and the industry no longer knows how to measure it.

Suggesting Anthony Callea’s ‘Backbone’ was a failure regardless of its number one position was simply arrogance from the media. They failed to understand basic logic. Whatever Anthony Callea sold last wek, everyone else sold less. Number one is always the best result the week has to offer, by current measurement standards.

Credit to Anthony Callea. He pulled a Lazarus and just scored his first number one album in 11 years. Regardless of the album sales figure, Anthony Callea is touring Backbone around Australia and most of the shows at nearly sold-out or sold-out status. That’s not too bad for a “failure”. If only lesser known acts could fail that good.

The industry problem is the new way charts around the world are compiled. They are based on out-dated methodology. (Mind you, the movie industry is even worse, basing its chart on box-office ticket revenue, instead of the number of tickets sold. It is ridiculous that they get away with comparing a $22 Avatar ticket to a 25x Sound of Music ticket).

Like the movie industry, the music industry has failed to grasp the changing habits the consumer.

The pre-Napster generation would buy, borrow or bootleg to listen to music. Today there are numerous options, both legal and illegal. Streaming makes ‘renting’ preferable and YouTube makes ripping a song simple. Downloading music from Torrent sites has already become obsolete. The audience has chosen quantity over quality and with a jukebox in every pocket the current chart methodology cannot keep track.

Industry charts are partying like it’s 1999. They measure the shrinking figure and are yet to work out how to include the 21st Century consumer absorption model.

The answer is you cannot combine the different consumer reactions into one figure. “Don’t cross the streams. It would be bad”.

The band-aid fix was to come up with a magic figure to weigh streaming with sales. It is flawed and that is what is tipping the chart in a downward direction. The problem with mixing sales with streaming is that you are measuring two completely different consumer habits in one combined figure. It doesn’t work.

Physical and digital sales measure an instant impact. It is a measurement of one action of where the music consumer is right now. Once the purchase is made no-one can measure the trickle on listening effect as the consumer plays their purchase multiple times.

Streaming is a measurement of smaller, multiple actions, with the music fans interacting with the music and the measurement of that interaction happening at every play. It is long-tail data. It does include the trickle-on effect.

Putting the two together is combining short-term impacts with long tale impacts. It is unbalanced. The two cannot be combined because they are completely different actions and reactions.

The end result is a totally inaccurate reporting mechanism that may work for the marketing department of a record label but is useless to the public or the media as a programming tool.

Radio needs accurate audience figures to evaluate listening habits and program the music. In Australia, commercial radio stopped using the ARIA chart as a core gauge of listening habits some years back. Instead, they opt for the quicker read of the daily iTunes chart for what people are buying, the daily Spotify chart for what people are streaming and the Shazam chart for what people are discovering. Breaking the audience reaction into three habits gives a far more accurate indication of what radio should be playing instead of waiting for a weekly report of what people were buying 10 days ago.

A few weeks back when the Austereo Network axed the long-running chart document show Take 40 Australia, the last association with the ARIA chart and commercial broadcasting was erased from radio.

In Australia radio doesn’t program by the ARIA chart anymore because, by the time the ARIA chart arrives, you are seeing a time-lapse measurement. It is an awkward combination of what people were buying and streaming a week ago, not yesterday and in a competitive commercial media market, old data is poison.

Sales figures are irrelevant to how music fans impact with an artist today so to say Anthony Callea has somehow failed by having a number one record is media arrogance at its finest.

Noise11.com

Comments

comments

Related Posts

The Presets
The Presets debut Tools Down Video Created By Adobe Creative Cloud Students

The Presets have debuted an innovative new video for ‘Tools Down’ from their 2018 Hi Viz album.

2 days ago
Sia photo by Ros O'Gorman
Sia Donates $100,000 To Reality Show Contestant

Sia donated $100,000 (£78,000) to her favourite contestant on the 2019 season finale of U.S. reality series Survivor on Wednesday night (15May19).

2 days ago
Charles Jenkins by Sue McKay
Charles Jenkins sets up a round of ‘When I Was On The Moon’ live dates

Melbourne singer songwriter Charles Jenkins will perform a series of dates in Victoria, New South Wales and Queensland over the coming months to introduce songs from his new album ‘When I Was On The Moon’.

3 days ago
PNAU
PNAU Debut Video for Solid Gold with Kira Divine and Marques Toliver

PNAU have released the video for ‘Solid Gold’ featuring Kira Divine and Marques Toliver and directed by PNAU member Nick Littlemore.

3 days ago
Lady Gaga, Photo Ros O'Gorman, Noise11, photo
Lady Gaga Outraged by Alabama Abortion Laws

Lady Gaga has blasted Alabama politicians who have pushed through a no-nonsense new anti-abortion law that will make it a felony to terminate a pregnancy.

4 days ago
Vanessa Amorosi
Vanessa Amorosi sings the praises of Duane McDonald and Red Hot Summer ahead of her own shows

Vanessa Amorosi has just finished up touring for Duane McDonald’s Red Hot Summer and had the time of her life being back in Australia and on the road with people she considers her music family.

5 days ago
Pink: Photo Ros O'Gorman, Noise11, Photo
Pink on track for third week at number one in the UK

Pink’s Hurts 2B Human is aiming for a third week at the top of the Official Albums Chart.

6 days ago