Some 20 years ago when divas were everywhere, Canadians were dominating the music industry with the likes Celine Dion, Shania Twain and Alanis Morissette. Nowadays, streaming beasts are the real deal. The kind of act and the way of consumption changed, but Canadians are still doing it better. If Justin Bieber and Drake are the two best known current stars from the country, The Weeknd has very little reasons to be envious of them.
The 26-years old R&B singer started just like Drake by dropping widely praised mixtapes before getting a major label contract. His first tour de force was very precisely a duet with his fellow countrymen on Take Care album with the song Crew Love in 2011. His profile has been increasing more and more every year since. While he grew thanks to collaborations like Elastic Heart of Sia and Love Me Harder with Ariana Grande and stepped up even more with 50 Shades Of Grey Soundtrack song Earned It, his solo efforts built some kind of cult following by themselves even before all that happened. Indeed, by 2012 he was already debuting inside the US Top 5 album chart.
Since he broke the main audience as late as in 2014, I’m sure even his fans wouldn’t expect many people owning a The Weeknd CD. This raises one fundamental question for the upcoming years of the music industry, can an artist create a valuable and profitable catalog on the back of digital achievements alone? As you may expect giving the title of the article, we will be applying CSPC methodology defining all results of the artist to clear this doubt.
A small note on the artist catalog first. The Weeknd debuted with three mixtapes dropped for free on internet before commercially releasing them one year later when he signed his first contract on Trilogy album which encapsulated those three records together. As all sales and promotion happened around Trilogy release rather than the mixtapes, I’m considering it as the artist first studio album rather than a compilation.
As a reminder for users who are not yet familiar with the CSPC idea you do not need to worry, it is quite simple as it only consists in merging every format sales an artist has been getting and attributing them to respective studio albums. We will start by focusing on raw data, setting how much each album sold. Then, we will check sales of each track from those albums on each format – digital and streaming – and weight them to value those figures on a par with album sales. The concept go further by analyzing all compilations, live albums and music videos released by an artist but The Weeknd has none of that. Once all the raw data is set, we will only need to apply appropriate weighting to get the overall picture of the superstar in the making career results.