The Drop [Infographic]

The Lifespan of an Online Music Album Release, Measured in Clicks.

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There is a lot of hard work that goes into the “drop” of a new album. It is an exciting time for everyone involved in the process, from the record label, to the artist, to the fans.

As a link management platform helping hundreds of music labels and independent musicians around the world, we thought it would be beneficial to take a closer look at the online performance of albums during the time surrounding their “Drop”.

So that’s what we did.

We looked through half a million clicks on links to iTunes albums, and interviewed industry experts to see what we could uncover. With the digital music marketplace as a backdrop, we sought to further understand the relationship between an album’s lifecycle and the marketing behind it. The following infographic is the result of our research…

(Download PDF the_drop_infographic)


*We named this content “The Drop” as a reference to both the release of new music, and the massive drop in clicks we see after the release. This signature decline in clicks became more defined as we sifted through more data, and quickly became a focal point of this study.