忘了Drake吧,今年音樂銷售的焦點會是Johnny Hallyday

  • 流覽次數:: 132
  • 分類: 產業區
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  • 作者: 音樂地圖
  • 忘了Drake吧,今年音樂銷售的焦點會是Johnny Hallyday

      201811/0804:22
    ◎上週在法國音樂產業發生了一件具有歷史意義的事。先來看看法國音樂產業的現況,根據法國唱片出版業工會SNEP的數據,2017年法國實體專輯銷售市場按價值計算下降了4.7%。數位專輯的銷售表現更差,與全球其他地方的趨勢一樣,下降了19.1%。簡而言之,在法國銷售大量專輯變得非常困難,除非那是Johnny Hallyday錄製的專輯。

    ◎Johnny Hallyday是法國音樂界的傳奇,他的一生中在全球的專輯銷量超過1.1億張,可惜他在去年12月過世,享年74歲。在不同的時期,他曾被稱為「法國貓王」和「法國的法蘭克辛納屈」,雖然這兩者的音樂風格很不相同,但可某種程度反映他的全國知名度。

    ◎10月19日華納音樂發行了Johnny Hallyday過世後的第一張專輯《Mon Pays C'est L'amour》,這是Johnny Hallyday傑出的職業生涯中的第51張,也可能是最後的一張錄音室專輯,法國因此陷入瘋狂,消息顯示,《Mon Pays C'est L'amour》在上架販售的前三天就賣出了超過63萬張。據了解,華納音樂向零售商出貨了80萬張CD,這在任何市場都是一個非常有自信的策略,即便如此,這對法國第一週的市場需求來說可能還不夠。而在週日法國的排行榜上排名第二的專輯也是Johnny Hallyday的,已售出約1.5萬張。

    ◎今年在美國這個世界上最大的錄製音樂市場中最暢銷的專輯毫無疑問是Drake的《Scorpion》,根據Billboard/Nielsen的數據,該專輯的25首曲目在美國發行的首週內有73.2萬張的專輯等同銷量。在這些專輯等同銷量中,只有16萬張是粉絲購買的實體專輯,其餘的57.2萬張都是從串流媒體播放的次數轉換而來的。

    ◎Johnny Hallyday的《Mon Pays C'est L'amour》專輯銷售量就某種層面來說超過Drake在美國首週的73.2萬張等同銷售數字;該專輯在法國的銷售主要都是實體購買,不需要依賴「免費有廣告插播」的串流來計入專輯「等同銷售」。再從人口規模來看,根據最近的統計,法國總人口數約為6700萬,假設沒有人為自己購買了多張CD的情況下,這意味著法國幾乎每100人中就有1人在上市的前三天買了Johnny Hallyday的最新專輯。把Drake在美國的首週專輯「等同銷售」數字73.2萬和美國的人口規模3.26億人做相同的計算,相當於每445個人中有1人買了Drake的專輯。對法國人來說,購買《Mon Pays C'est L'amour》專輯正在成為一個全國性的活動。

    詳細全文:

    Something historic is happening in France this week. Before we get there, let's quickly set the scene.

    According to SNEP, the French physical albums sales market – in value terms – fell by 4.7% in 2017. Digital album sales performed even worse, matching similar declines elsewhere in the world by dropping 19.1% in the year.

    In short, it is becoming really hard to sell lots of albums in France. Unless that is, they were recorded by Johnny Hallyday.

    If you didn't know, Hallyday is a legend of the French music industry. He sold more than 110m albums worldwide during his lifetime, which sadly ended in December last year, aged 74.

    At various points, Hallyday's been dubbed 'the French Elvis' and 'the French Sinatra'. There's a wide musical berth between those two comparisons, but they pretty much sum up his national popularity.

    On to business. On Friday (October 19) Warner Music issued the first posthumous Johnny Hallyday album, Mon Pays C'est L'amour.

    It is the 51st, and presumably final, studio album of Hallyday's distinguished career. France is going mad for it.

    According to MBW's sources, Mon Pays C'est L'amour sold over 630,000 units in its first three days in stores (up to and including Sunday).

    We're told that Warner Music shipped 800,000 CDs into retailers – a confident gambit in any market – but even that may not be enough to satisfy week one demand in the region.

    At the same point in the chart week on Sunday, France's No.2 album – also a Johnny Hallyday record – had sold around 15,000 copies.

    So, about that Drake headline. The biggest album in the US this year – the world's biggest recorded music market, remember – is undoubtedly Drake's Scorpion. The Canadian megastar's 25-track opus sold 732,000 equivalent albums in its opening seven days in the States, according to Billboard/Nielsen. Of those equivalent albums, just 160,000 were actual album purchases by fans. The rest (572,000 'sales') were all converted from streaming plays of tracks.

    First things first, then: Johnny Hallyday's album looks in contention to sell more than Drake's 732,000 week-one equivalent US figure.

    In France. Sales of Mon Pays C'est L'amour, we're told, are being dominated by physical purchases.

    They no longer count 'free' / ad-funded streams towards album 'equivalents' in France. For they are French, and they do things their way.

    Now, let's talk population size. Remember: in just its first three days on sale, Mon Pays C'est L'amour shifted over 630,000 copies. France's total population is somewhere around 67m people, according to recent measurements.

    Assuming that people weren't purchasing multiple copies of the CD for themselves, this means close to one in every hundred people in France bought Johnny Hallyday's latest album during its first three days on sale.

    If you took Drake's week-one album 'equivalent' figure in the States (732,000), and made the same calculation versus population size (326m)... it works out to one in every 445 people.

    For the French, Mon Pays C'est L'amour is becoming a national event. Its final sales tally will be revealed by France's chart monitors, SNEP/GfK, on Friday (October 26). The record was released by Warner Music, who are understandably jubilant about its performance so far.

    Stu Bergen, CEO, International and Global Commercial Services, Warner Music, told MBW: "It's been a long time since CD pressing plants strained to keep up with demand as they have for Johnny's album. That's what happens when a once in a century artist says farewell.

    "I'd like to congratulate and thank Johnny's wife Laeticia, the management team, Thierry and Rose-Hélène Chassagne, and the entire Warner Music France team for honoring the legacy of one of music's greatest treasures in such a historic way."

    Thierry Chassagne, President, Warner Music France: "The reaction of the fans to this album has been overwhelming. Johnny would have been delighted with its incredible success. It's not simply the last studio album he recorded, it is one of the best.

    "He was fully involved in its creation and his voice on the recording is magnificent. It's a fitting legacy for one of the greatest stars France has ever produced."

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