How Lady Gaga Sold 1.1 Million Albums in One Week
Strong marketing, Amazon and nontraditional retail outlets helped drive sales for "Born This Way."
Lady Gaga's new album Born This Way sold 1.11 million copies in the U.S. in its first week -- the highest sales since 2005 when 50 Cent sold 1.141 million copies of The Massacre.
Born This Way was expected to sell somewhere around 700,000 copies, but number were posted thanks, in part, to Amazon - which put the album on sale for 99 cents to promote its new Cloud service (Gaga fans clamored to the site and even crashed Amazon's servers due to the high volume of traffic).
The album also benefitted from strong marketing - including an HBO concert special and the album was available at several nontraditional retail outlets, including drug store chains Walgreens and CVS.
Troy Carter, Lady Gaga’s manager, told the New York Times that that was the goal all along. “To purchase a CD now, there aren’t a lot of places you can go,” he said. “It’s Best Buy, it’s Target, it’s Wal-Mart. So our thing was, with Gaga being such a household name, being able to put her in places where people shop. To be on an endcap at Whole Foods, if you see a Gaga CD, you might be familiar with her as an artist, and you might give it a chance.”