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Morning Coffee with David Farrell, April 5

by FYI Editor on April 5, 2011

Updated @ 12:56pm

The Nielsen Company & Billboard’s 2010 Canadian Music Industry Report

TORONTO: Nielsen SoundScan Canada has just released the 2010 calendar year sales and airplay monitoring data for the 52-week period January 4, 2010 through January 2, 2011. The upside is digital download sales continue to show gains but the decline in overall album sales continues unabated. While digital album sales posted a significant 25% increase, overall purchases — whether as digital downloads or as CDs – shrunk 11% for an aggregate total of 31.4 million-units.

Underlying trends strongly suggest female-oriented artists sell better than male skewered acts, radio still holds real power at the cash register and the long-tail theory is very much a pipe dream.

Digital Track Sales
A total of 67.9 million downloads sold in the period Jan. 4 2010 and Jan. 2, 2011. That’s a 20% increase over 56.7m in the same period 2009.

Digital Album Sales
A total of 5.98 million albums were downloaded last year, up 25% from 4.78m in 2009.

CD Album Sales
Overall, the market shrunk 16% to 25.4 million units, from 2009’s total of 30.3m.

Genre Album Sales
Alternative was the largest genre sale, but it declined a whopping 28% to 4,401 units, from ‘09’s tally of 6,108.

Classical: Suprisingly, the market remains  vital, realizing a sum total of 1.2 million units, a 16% decline over ‘09’s tally of 1.4 million album sales.

Country: Considered to be a rocksteady sales base, the hat genre posted 2.8 million unit sales, a 6% decline from ‘09’s 2.99 million units

Jazz: Aficionados have yet to buy in to the digital download realm: Jazz album sales were off  30%, yielding a sum total of 916,000 units compared with ‘09’s tally of 1.319 units.

Metal: Metalheads were offline in the past year, perhaps as a result of a nosebleed economy. The genre sold 3.05 million units, down 10% from ‘09’s 3.377 million tally.

R&B: Another thumper: The genre churned 2.8 million units, down 4% from ‘09’s tally of 2.918 million.

Rap: The youth brigade gets the new media and yielded the only genre gain: A 7% spike in sales to 2.001 million units, from ‘09’s 1.876 million.

Current vs. Catalogue Album Sales
Current—20.9 million, down 11% from 23.4m

Catalogue—10.5 million, down 10% from 11.7m

CDs
Current—17.3 million, down 16% from 20.5m

Catalogue—6.8 million, down 17% from 8.2m

Digital
Current—3.57 million, +23% from 2.92m

Catalogue—2.39 million, +29% from 1.86m

Record Co. Market Shares
UMG – 38.63%, up from 38.02% in ‘09

Sony – 18.57%, down from 20.23%

Warner Music – 12.92%, down from 14.25%

EMI – 10.26%, up from 9.56%

Others – 19.61%, up from 17.93%

Label Market Shares in Album Sales
UMG posted marginal increases in Currents — 40.02 vs 39.12%, and in Catalogue–35.98 from. 35.81%.

Sony posted declines in both categories: Currents—17.86 vs. 19.37% and 19.97 vs. 21.98 in Catalogue.

Warner Music posted a decline in Currents—11.33 vs 13.69%, but posted a marginal increase in Catalogue—16.24 vs. 15.38%.

EMI increased Currents to 10.10% vs. 8.50% but dropped marginally in Catalogue to 10.70, from 11.70%.

Others posted twin gains: Currents totalled 20.70 vs. 19.33%, and Catalogue to 17.12 from 15.13%.

Top 10 Selling Albums

  • 1.    Recovery, Eminem – 435,000
  • 2.    Speak Now, Taylor Swift – 215,000
  • 3.    My World, Justin Bieber – 213,000
  • 4.    Need You Know, Lady Antebellum – 194,000
  • 5.    The Fame, Lady Gaga – 161,000
  • 6.    Place Called Love, Johnny Reid – 156,000
  • 7.    Animal, Kei$ha – 149,000
  • 8.    The Gift, Susan Boyle – 143,000
  • 9.    Crazy Love, Michael Buble – 133,000
  • 10.  Teenage Dream, Katy Perry – 132,000

Top 10 Digital Selling Songs

  • 1.    Dynamite, Tiao Cruz – 319,000
  • 2.    Love the Way You Lie, Eminem – 318,000
  • 3.    California Gurls, Katy Perry – 303,000
  • 4.    Break Your Heart, Tiao Cruz – 258,000
  • 5.    Airplanes, B.O.B. – 248,000
  • 6.    Hey, Soul Sister, Train – 244,000
  • 7.    Only Girl (in the World), Rihanna – 231,000
  • 8.    Teenage Dream, Katy Perry – 230,000
  • 9.    OMG, Usher – 224,000
  • 10.   Not Afraid, Eminem – 223,000

Top 10 Selling Artists

  • 1.    Eminem – 537,117
  • 2.    Glee Cast – 475,904
  • 3.    Justin Bieber – 382,442
  • 4.    Taylor Swift – 335, 256
  • 5.    Lady Gaga – 311,213
  • 6.    Michael Buble –243,353
  • 7.    Susan Boyle – 239,620
  • 8.    Black Eyed Peas – 237,126
  • 9.    Lady Antebellum – 225,914
  • 10.   Rihanna – 195,037

2010 Canadian Year End Factoids

  • Total Album sales declined 10.7% compared to 2009, continuing a trend of declining music sales in Canada.
  • Increased digital growth in 2009 did not offset the decline in physical sales.
  • There were 8.7 million album sales during the 8-week holiday season (11/1 – 12/26), down 10.2% compared to 2009.
  • • Album sales during the 8-week holiday season accounted for more than 27.7% of the total album sales for the year (which is consistent with a year ago).
  • 52% of all albums purchased were at a Mass Merchant/Non Traditional outlets compared to 47% in 2009, 42% in 2008, 37% in 2007 and 34% in 2006.
  • The increase in the Mass Merchant/Non-Traditional strata is coming directly from the year-over-year increase in digital album sales.
  • Digital album sales accounted for 19% of total album sales for the year, compared to 14% in 2009, and 9% in 2008.
  • Retail (Chain/Indy) music stores accounted for 47% of all album sales, compared to 53% in 2009, 58% in 2008, 63% in 2007 and 66% in 2006.

Digital Factoids:

  • 68 million digital tracks were purchased in 2010; an increase of nearly 20% over 2009 and a new record for track sales in a year.
  • The top 200 digital songs accounted for 25% of all song purchases in 2010; 16.8 million sales compared to 12.9 million in 2009.
  • Digital album sales increased nearly 25% compared to 2009 with sales of almost 6.0 million sales, compared to 4.8 in 2009, and 3.4 million in 2008.
  • The top 100 digital albums accounted for nearly 19% of all digital album sales in 2010.
  • The digital share of total album sales in Canada was 19.1% in 2010, compared with 26.5% in the U.S.
  • Several digital sales records were broken in 2010:
  • Digital track sales set a new weekly high with over 2.6 million digital track downloads on 1/2/ 2011. The previous weekly sales record was set in the same week of 2009 with 2.1 million sales.
  • Digital album sales this week broke the 200,000 mark for the first time with album sales of 214,000 on 12/27/2010; breaking the previous record of 173,000 digital album sales (12/27/09).

Best Seller SoundScan Era Factoids:

  • • The biggest selling digital song during the Nielsen SoundScan era is “I Gotta Feeling” by the Black Eyed Peas with 505,000 downloads. Lady Gaga’s “Poker Face” and “Just Dance” come in at #2 and #4 with sales of 396,000 and 341,000 respectively.
  • • Coldplay’s Viva La Vida continues to be the biggest selling digital album in the Nielsen SoundScan era with more than 64,000 downloads. However, second biggest seller Eminem’s “Recovery” sold 61,000 digital album units in 2010.

 

{ 6 comments… read them below or add one }

al mair April 5, 2011 at 2:13 pm

The long tail theory is not dead, David. 40% of the digital album sales were catalogue, showing the interest in catalogue. Since there are now few outlets for catalogue CDs, it is not surprising that catalogue doesn’t do very well when compared to new releases.

Digital is the future…

Corby April 5, 2011 at 3:41 pm

I am interested to know how you substantiate your (welcome) assurance that radio power leads to sales.

David April 5, 2011 at 6:01 pm

The fact that the majority of the best selling albums were all format friendly and reaped substantial airplay.

jane harbury April 8, 2011 at 10:42 am

I find the diversity of the 10 best selling most interesting – thanks for info David

Kor April 10, 2011 at 12:23 am

- make recorded music sound REAL again…Kill Ear Buds
- market REAL headphone use aggressively, to users of iphones, ipads, ipods, smart-phones, mobile phones, notebooks
- make REAL headphones cool again…Kill Ear Buds
- no longer release Full Albums Digitally

Instead;

1. every 4 weeks release one new studio song for digital download (1st download song includes the Band APP);
2. for each song, band releases (APP update) with in- depth song explanation, artwork, photos, and/or video
3. then release more digital versions; acoustic, rock, folk, accapela, pop, hip hop, country, instrumental, etc. where appropriate
4. begin live tour, week of the 3rd song (9th week), sell SWAG and live full concert downloads of each concert

REPEAT 5 – 12 more times (= 24 to 48 weeks)

and for….

Kor April 10, 2011 at 12:25 am

PRIMER: How To Increase Music Digital Sales

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