The Reason why newcomer Kendrick Lamar outsold R&B star Brandy
Out with the old and in with the new, isn’t that what they say?
Last week we saw Brandy’s return to the spotlight releasing her highly anticipated album “Two Eleven”. Although it seemed to garner much attention and support, the R&B icon failed to move over 70 thousand copies her first week. Which from someone who has sold 14 million with one album, is not good.
But then we also saw the release of newcomer Kendrick Lamar, who went on to sell within the 200 thousand range. With half the promotional trail and none of the history that brandy has, one would wonder how in the hell did he outsell her by so much!!
Well this is how the game goes. As a newcomer, you have no expectations. Most of your sales are people wanting to see what you are all about. They’ve never been able to purchase your album, or test your product. Hence yielding big numbers.
As for Brandy we had a taste, paired with her past recordings, we got about 4 songs before the album came out. Fans and haters were able to compare and contrast. After hearing the records the listeners could tell what was to come. There was no element of surprise. It was clear that Brandy was chasing hits. And that happened to be her downfall.
See where Brandy messed up was making music that everyone else is making right now. Nothing stuck out from what was being played on the radio, it all meshed together. So instead of being a sore thumb, she blended in. The people knew what to expect, they were already getting it from other artist so why would they go support Brandy? Now back to Kendrick again the element of surprise allowed him to move more units.
Sometimes it pays to do the unexpected, or to be the unexpected. Especially when you’ve been in the game so long. Set the standard, don’t become the standard.