How SuperM got a No. 1 U.S. album
Meanwhile, SuperM’s super fans proved incredibly savvy at boosting their band up the charts. While Nielsen Music and's charts only reflect U.S. purchases, chatter on social media was pervasive with ways they might help game the system from all around the world. Ultimately, Nielsen Music and Billboard have systems in place against fans or labels rigging chart performance, but the scheming alone shows remarkable dedication to supporting the group.
“SuperM fans bought the mini album in numbers because it was their way of expressing their fandom and support of the band,” says MIDiA Research managing director. “Both K-pop and Japanese idol artists have been doing this kind of thing for years in their domestic markets, to such an extent that physical revenues are growing strongly in South Korea, driven by young K-pop fans.”
The combination of these promotional strategies worked. The 1st Mini Album, which is composed of only five original tracks , started with 168,000 units earned in the week ending Oct. 10 in the U.S., of which an astonishing 98% or 164,000 were in album sales, according to Nielsen Music. In doing so, SM Entertainment and Capitol Records have achieved success through physical format in a music landscape where streaming is hailed the golden ticket to charts success.
“Just when everyone tells you young people don’t listen to albums and they certainly don’t buy albums, a clever marketing team who knows how to appeal to a core fan base proves them wrong,” commentsThe promotional master-plan could serve as a blueprint for monetizing fandom, a tactic born in K-pop but with the potential to work for other genres, too.
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