Is Twitter a Waste of Time For Artists?
A recent article on Digital Music News examined the correlation between artists’ popularity on Twitter and their album sales. The author created the chart seen below which paired Nielsen Soundscan stats of album sales with BigChampagne artist rankings. The conclusion the author comes to, that “[artists] outside of mainstream pop that are breaking through, constant Twittering frankly seems like a waste of time,” but is it?
[Image Created by Digital Music News]
The chart doesn’t acknowledge several important factors that would make Twitter relevant to both mainstream pop artists and those that are “breaking through.” The chart and the author fail to take into account whether or not an artist released an album recently. The third ranked artist on Twitter (who did not make the chart) may not have sold many albums this year if he or she didn’t release an album recently. Artists with albums released in the past two years are more likely to have higher sales than those who do not, regardless of Twitter ranking.
Nor does the chart show what the Twitter rank was for an artist like Adele prior to releasing her album. She has the top selling album but is also just breaking into the mainstream. It would be interesting to note what her Twitter rank was before releasing “21” this year and what it will be at year’s end. Just as having many followers could drive up sales for the Gagas and Biebers of the industry, having a quality album may drive up an artist’s followers and ultimately their Twitter ranking. READ ON for more of Andy’s take on the connection between album sales and Twitter rankings…