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CD sales strategy moves Prince up in charts

By Geoff Boucher

LOS ANGELES TIMES


Thanks to their old hits, plenty of veteran music stars can still pack in concert crowds. The problem is, their new music often ends up cluttering the discount bins at record stores. Now, though, it appears that there's a novel way for those artists to turn concertgoers into a semi-captive audience that pushes a new album up the charts with every flip of the arena turnstile.

That's thanks to Prince, who seems to be pulling off the rock music comeback of the year these days, and who announced several weeks ago that a free copy of his new CD, "Musicology," would be given to fans who attended his concerts, a promotional promise repeated in advertisements for his now-under-way tour. It turns out that was an imprecise description -- according to promoters, the cost of the CD was in fact figured into the ticket prices. In essence, fans were buying the album (although at a discounted price), and they had as little say in the transaction as they would on ticket surcharges.

A boon to 'sales'

The entire matter took on much more interest for music industry executives recently when Nielsen SoundScan decided that each "Musicology" disc handed out at shows would be counted as a sold CD, the same as one sold at retail. Because SoundScan data shape U.S. music charts and define the industry bottom line, the decision has started an insider debate that, like steroid-juiced home runs, is about fairness, high-profile statistics and competition culture.

"These were presented to the public as being free CDs, they are handed to people who had no choice in buying them, and that really shouldn't be recognized as the same as the other albums on the chart," one high-ranking executive at a major label said. He spoke on condition of anonymity because of the sensitivity of the matter and because "for all I know, my boss might think it's a great idea and want us to try it."

The tickets to see Prince range from $47 to $75 in most cities -- including his three upcoming Bay Area gigs, Tuesday and Wednesday in San Jose, and Sept. 9 in Oakland -- and, with robust sales and strong reviews, it's a safe bet that most of his fans are happy with the price, CD or not. Promoters of the tour declined to get into the exact cost of the CDs they purchased from Sony Music Distribution or the cost passed on to fans, but regardless of those numbers, the ticket price is well in line with market prices.

The more unsettled matter is whether the CDs should be counted the same in the SoundScan reports that feed into the weekly music charts that appear across news media that cover entertainment and music trends.

To Rob Sisco, president of Nielsen Music, the matter took some thought, but the answer was found in flipping the question: "How can we justify not counting them? That's what it came down to for me."

Sisco noted that the sale of hybrid products, such as "The New Breed," the bundled 50 Cent CD and DVD that topped the album chart last year, is part of an industry looking for ways to deal with slumping sales, competing media and the unruly frontier of the Internet. "This is a time for looking at new ideas and new ways to do business, and this is one of those ideas."

Trend in the making

Randy Phillips, president and chief executive of AEG/Live, the tour promoter for "Musicology," said the bundling of a concert ticket and CD is an approach that might quickly become a familiar one. "No question about it, you're going to see a lot of veteran acts look at this as a way to go, and they are going to be looking at other ways. Music is always going to have a place in the fabric of our culture, but the way that music is delivered and defined is going to continue to change."

Nielsen SoundScan began tracking the arena CDs on April 20, the day "Musicology" arrived in stores. The tour has more than 40 shows, most in arenas with a capacity of 10,000 to 19,000. The schedule is spread out enough that Prince won't get to the top of the music charts in any given week just from his concert-as-store approach, but collectively the show CDs will add 400,000 copies to his sales tally. A record is certified as gold at 500,000 units sold, platinum at 1 million copies. Last week, "Musicology" ranked No. 7 on Billboard's album charts.

The label for the album, Columbia Records, said in a statement that the chart attention to the arena CDs "makes sense" and lauded any method that would help fans of the celebrated singer obtain his music faster, more easily and in a fashion that taps the excitement of the concert experience.

One other especially interested party in the matter is Billboard, the music industry trade publication that is practically defined by its music charts. SoundScan data are a major component in many of Billboard's linchpin charts, and charts editor Geoff Mayfield said that any new variable in the business math gives him pause.

Mayfield said the publication's expanding definition of music sales -- record club sales and digital downloads are some recent arrivals in the columns -- has room for more, and he praised any industry innovation. But he also said: "If this bundling becomes a widespread practice and seems to be distorting the chart, we probably would talk to SoundScan about potential revisions of the policy."

Could it become widespread? Certainly the Rolling Stones, the Eagles or Fleetwood Mac could bundle in a new studio album or even a low-labor live recording with one of their tours and expect a platinum album to be mined from their box office. Royalty issues and the impact on retail sales would be in the mix as factors, but it seems likely that this hybrid isn't a one-time creature.

Some observers have wondered if the Prince approach would cannibalize his retail sales, and certainly fans who get the CD at the show will be far less likely to buy one. On the flip side, there will presumably be a good number of fans who have two copies in their household, since some of the most loyal fans might want the music before the tour comes to town. There's also the couple factor -- anyone who goes to the show with a household partner will end up with two copies of "Musicology" on the drive home.

And could other ticket types be brought into the business model? What if Disneyland decided that admission to the park one day would include the price of an album by one of its stars? One summer Saturday could score the kid a hit record.

"We would have to look at each individual case and judge it," Sisco said. One of the factors is that the service only tracks music sales made at places where a CD selection is a routine part of retail floor space. Concert vendor booths make arenas eligible but not, say, some movie theaters where CD singles can be purchased with sodas. Disneyland sells CDs in some shops, but Sisco declined to offer a snap judgment on that hypothetical.

"It's a changing business, and change is good," Sisco said. "Everyone has to have an open mind."

CONCERTS

• WHO: Prince

• WHEN AND WHERE: 7:30 p.m. Tuesday and Wednesday at HP Pavilion, San Jose; 7:30 p.m. Sept. 9 at the Arena at Oakland

• HOW MUCH: $49.50-$75

• CONTACT: San Jose, 925-685-8497, www.ticketmaster.com; Oakland, 762-BASS

"that were purchased by the record company to ensure chart status", the executive continued.

CinisterCee said:

People who listen 2 the radio have no choice or say in whats played in todays era. Big $$$ and brain washing is going on from the video channels to the radio stations who are mostly owned by 2or3 major companies. They push a certain playlist featuring the artist that they b pimpin. So most of the time the order is like this..so called hit single(video being played counts on soundscan as being played as if on the radio) helps push the hit album and keeps it in public eye.EXAMPLE: Norah Jones had 1 single push her album 2 more than 5million. But thats bcuz the radio and video channels worked hand in hand 2 ensure the cd's success and exposure.MTV played that simple cheaply made Norah Jones videoa million times and i don't no anybody who voted it on the countdown. They was thinkin heyAlicia Keys part 2 but ina blues vien. And if u think that Columbia is buying Musicology 4 chart success u're dreaming. P is not an Artist that they OWN! All they'er doing is the distribution worldwide which is what P wants. Columbia is only getting paid thru record store sales bcuz P put up the risk! So ain't no way in hell they gonna do that! The record industry has a game that they runnin on us and now P's gotta game that he's runnin on them. Don't hate the playa hate the game!

I think that what might kill these people who are against it, is the simple fact that they are against the idea because they didn't think of it first themselves.

ELBOOGY said:[quote]CinisterCee said:[quote]
(video being played counts on soundscan as being played as if on the radio) quote]

No, video play isn't factored directly into the charts. Obviously if Usher's video is played every 25 minutes it's gonna help him sell albums, but video airplay has no direct bearing on Billboard's charts. If it did, "Musicology" would've made the Hot 100, 'cause they sure pimped that video a lot.

And people keep saying albums do well because the label is buying copies. I seriously doubt Usher's label runs out and buys 250,000 copies of his album every week. Sometimes crappy pop music sells. I know a whole lot of people who dig that Usher record. Maybe they've been 'brainwashed' by Clear Channel, I won't argue that, but they still bought that record of their own accord.

But I agree, and applaud Prince for finding a new way to compete.

Prince is a pimp

I dig that he continues to break ground.

I've been to 3 shows so far & have given away all of my promo copies ( I purchased one on the 20th for myself ) I believe in sharing the music, sharing the love. My friends have been thrilled to get them.

The more people listenin' & lovin' the music the better!