Perhaps there’s a method to Coldplay’s madness, after all.
According to early, three-day sales figures from the UK-based Official Charts Company (OCC), a healthy 40 percent of purchases of Coldplay’s Mylo Xyloto are coming from downloads. And, those are largely iTunes Store downloads, where Coldplay has been focusing a lot of its promotional (and licensing) energy.
Not only that, it looks like Xylo Myloto is on pace to become one of the best-selling albums of the year – on both sides of the Atlantic. In fact, with three-day, UK-specific sales of 122,000, this is likely to coast to a number one chart ranking in the UK (more on the US later).
Of course, none of this action is happening on Spotify, which Coldplay viewed as a money-loser in this situation. And, quite possibly, a cannibalizing influence on very strong iTunes and disc sales. Spotify is now headquarted in London, and the UK is one of its strongest markets.
And, there’s another possible benefit: residual catalog sales. According to the OCC, four different Coldplay titles are displaying huge gains, specifically Parachutes, Viva La Vida or Death And All His Friends, X&Y, and A Rush Of Blood To The Head. Oftentimes, corresponding back-catalog bumps are the result of impulse buys, and smart marketing and positioning.
We’ll have more stats as they trickle in. Stay tuned.