Marketing is everything when you’re famous, and DJ Khaled is one we’ve seen among the heavy hitters that want rankings. According to the New York Times, “bundles” help artists boost their rankings on Billboard’s charts. This is because bundles cost way more than the price of an album and allow the artist to claim higher sales. An album costs what? $10-20? While an album “bundled” with merchandise can push that sale to over $100.
Whether it is a package deal, merchandise, or concert tickets you can bet that’ll pump your sales numbers by a lot. Travis Scott earned his rank with his Astroworld bundle. Honestly, can you see the problem with this sytem?
Two weeks ago, DJ Khaled and Tyler The Creator came at us with Father of Asahd and Igor. With clothing, “Vote Igor” lawn signs or energy drinks offered on Shop.com, who’s to say which is the legit winner?
The results came in and Billboard ultimately decided that DJ Khaled will not be making it. His website crossed a line by encouraging unauthorized bulk sales of energy drinks to literally pump up his sales numbers. His marketing came came with a push to buy 12 packages and to “push DJ Khaled and Market America (the parent company) to the top”.
Billboard-Hollywood Reporter Media Group president, Deanna Brown, stated:
In this particular instance, we saw an organization encouraging purchases among their members by promising them material and organizational benefits.
Turn Up and Awake energy drinks are still for sale, along with an insightful message to all entertainment moguls. Basically, they need this energy drink to stay focused all day. “Stay woke with Awake.”
In a series of industry meetings, there may be some changes coming to how Billboard tabulates their charts. Khaled has not earned enough to be #1 now, but he may be in this for the endgame. Frustrated on social media, he is threatening to sue Billboard over their decision of ranking him at #3. Firm but fair or cruel and unusual? You decide!