In 2019, Apple retired the iTunes desktop app, replacing it with separate Music, TV and Podcast apps. Industry watchers expected this to mark the end for what was once the largest music vendor. However, the iTunes Store has re-emerged as an unlikely venue for pop stars to hawk collectibles to superfans and bolster chart positions.
Last month, Ariana Grande surprise-released a live version of her latest album Petal as an iTunes-only exclusive, following similar moves by Taylor Swift, Charli XCX and Doja Cat. Mark Mulligan of Midia Research notes that while streaming dominates with 70 percent of global recorded-music revenue, downloads remain effective for building a fan base. Labels are strategising major releases around the platform, as one iTunes album purchase counts as a unit sale, unlike 2,500 free streams or 1,000 paid streams under current Billboard rules.
Stephanie Haughton of ATC Management states this can be the difference between charting at number one or two. For major releases, physical and digital album sales have exceeded streaming figures; Taylor Swift's The Life of a Showgirl sold 4 million in its first US week compared to 522,260 streaming equivalent album units. Ariana Grande's Petal jumped from No 15 to No 6 on the Billboard 200 after the iTunes release.
Artists bundle bonus tracks and exclusive content to draw superfans, cutting through the noise of the streaming era.
Source: Financial Times Companies · Summarized by HeadlinesBriefing