The numbers are in for this past week and they’re not good for Diddy.
Sean Combs’s first album since 2006 is a sales dud in a major way. “The Love Album: Off the Grid” sold just 30,000 copies in its debut week. It finished at number 16.
This is especially disappointing because the album has singles featuring Justin Bieber, The Weeknd, Mary J Blige and many other stars. The Weeknd track, called “Another One of Me,” has failed to hit the top 20 on iTunes. The Bieber single has had no interest whatsoever, neither has Mary J.
The album is distributed by Universal Music through Motown but seems to have no marketing aside from Diddy posting on social media day and night.
Almost all the sales generated from the album were from streaming, which is interesting since the album has not made a dent on the streaming charts.
What makes this frustrating is that the tracks are all pretty good, If they’d been presented differently the album might have worked. But delivering it as a Diddy album with its crazy red cover and using Combs as the central attraction seems to have been off putting to the music loving public.
Here’s one of the tracks I really like:
