Uh oh, this can’t be good news for Yeezus and his record label.
During its second week, “Yeezus” only sold 65,000 copies, which is an 80% drop from its first weeks’ numbers. This is the largest decline between first and second weeks since Madonna’s ‘MDNA’ album last year.
Yeezus’ took a backseat to Wale‘s “The Gifted,” which sold 158,000 copies in its first week, and J. Cole‘s “Born Sinner,” which sold 84,000 copies.
It is said that Kanye’s “no strategy” campaign is to blame for the album’s downfall. He restricted his pre-album promo to wall projections and select concert appearances, mostly in NYC, and then had no artwork on the album’s packaging itself.
He also took a risk with an all new sound and complete switch from the likes of his last album “My Beautiful Dark Twisted Fantasy.” Potential didn’t seem to be swayed by his “no strategy” strategy and leaned more to Cole’s “Born Sinner,” released at the same time.
But let’s not count out “Yeezus” just yet. Def Jam has set “Black Skinhead” as the official single for the album, and a video is expected to come out soon