Chris Stapleton’s “From A Room” Becomes Country’s First Gold Record of 2017
Chris Stapleton’s second solo record From A Room: Vol. 1 has officially shipped a sum total of 500,000 units and streaming-equivalent credits to become the first country album in all of 2017 so far to officially go Gold according to the RIAA. The certification was awarded to the album on June 8th, only a month after the release date. Though From A Room and Stapleton himself have yet to have a bona fide hit on country radio, the reception for his music continues to set the pace when it comes to album sales and overall public reception.
Older country artists, more traditional country artists, and independent artists continue to perform well in album sales from the greater likelihood of their fans to purchase physical copies or download records to support their favorite artists as opposed to just streaming the latest single on Spotify or elsewhere. However the RIAA, just like Billboard and other chart publishers, has begun to factor in streaming data into their certifications, evening the playing field for single-based superstars, and still Stapleton beat the others to Gold.
In February of 2016, the RIAA announced that 1,500 on-demand audio and/or video song streams = 10 track sales = 1 album sale.
Stapleton’s debut album Traveller has now sold 1.9 million copies as of May, and saw a large boost in sales itself when From A Room: Vol 1. was released. And speaking to the staying power of Chris Stapleton and his music, From A Room was the #1 record in country last week, is the #2 record in country this week, while Traveller is at #4 on the album charts.
This is all occurring while Stapleton’s current single from the record, “Either Way,” is struggling mightily at country radio. The song fell from #39 to #44 on the airplay charts this week, and continues to lose spins. Barring a miracle, it’s not likely to crack the Top 20. Though as Stapleton’s sales continue to prove, it may not matter. It’s not Chris Stapleton that has to worry about relevancy, it’s country radio.
June 16, 2017 @ 10:01 am
It’s interesting watching other artists. Aldean has only moved 378k.
June 16, 2017 @ 12:08 pm
“10 track sales = 1 album sale”
This makes no sense to me.
June 16, 2017 @ 1:48 pm
I assume that means if 10 songs are purchased they count it as one album sale. Makes sense as 10 tracks is probably a fair average for most albums.
June 16, 2017 @ 3:08 pm
Yes, so let’s say 10 people ONLY purchase Chris Stapleton’s “Either Way,” he will still get a credit for an album sale, even though he actually didn’t sell a cohesive album.
June 16, 2017 @ 5:34 pm
Exactly. Apples to oranges. But I get that 10 track sales = 1 album sale as far as the dollars are concerned. And that’s probably the only thing that matters to the bean counters. But the actual beans? Not the same. Tracks and albums should be counted separately.
June 16, 2017 @ 6:13 pm
It’s true…but it also means that an album that really has one massive hit, tends to get certified as an album…even if people are only buying the hit song.
June 16, 2017 @ 6:42 pm
Think of it as “album equivalent”. If an artist sells 10 individual tracks at $1.29, it’s the equivalent of them selling one album at $12.90. So instead of reporting that (hypothetically) Stapleton sold 100,000 albums and 4,000,000 individual purchases of “Either Way”, it’s just easier to say he sold the equivalent of 500,000 albums.
June 17, 2017 @ 9:57 am
it’s merely a price equivalent
June 16, 2017 @ 10:34 am
more evidence.
more facts.
proving that modern country radio playlists and country music charts are a massive sham.
but will the establishment relinquish their stranglehold and cede power?
of course not.
damn shame.
June 16, 2017 @ 6:53 pm
Interesting how RIAA figures all this out, I’d been wondering how they do it. So 1,500 song streamings count as 1 album sale. Do you happen to know how much of the song must be streamed before it’s counted? The entire song? Half the song? I’m a data guy, just curious. Since Chris Stapleton is the first country gold album this year (deservedly so) it would seem RIAA has a good handle on how to avoid potential sales data inflation via streaming count abuses. And, making 10 track sales equivalent to one album sale seems fair, I guess, for a profit-driven business model. I recall reading somewhere that artists typically are contractually obligated to include 10 songs per album.
June 17, 2017 @ 9:56 am
Only thing article didn’t mention is that the riaa is an independent certification. They don’t just go ahead and do it. It has to be prompted and paid for by the label if they think they are close to the number. Not recent but back in the day it would be many time they would certify it 2x and 3x platinum at the same time.
If I remember correctly from a. Few years ago it was around $400 to pay for the certification. Hope that helps a little in your data.
June 17, 2017 @ 3:54 pm
This is a really good question and one I’ve been curious about myself. I did some digging and it looks like 30 seconds is what it takes on Spotify (and the same for a YouTube stream, which also counts for Billboard charts in the US). But, I haven’t been able to find anything official on it — that’s from, for example, the Spotify forums. I haven’t been able to locate any hard and fast policies.
The rationale seems to be to accommodate how people consume music now, but streaming emphasizes particular audiences/genres. Teen pop fans set up Spotify playlists where they leave their computers on to run through hours of the same song to boost streaming numbers. I’m not sure how much an impact this really has on the charts — I guess it depends on the pop star and the number of fans involved — but it’s frustrating to see an artist top 5 on iTunes sales but hurt on the charts because s/he isn’t the kind of artist who necessarily gets a lot of streams.
In any case, Stapleton is the kind of artist who can get major record sales without big radio hits and that’s a good thing. I’d hope to see more of that kind of artist, given the state of radio and the charts.
June 18, 2017 @ 6:15 am
That’s interesting, Alice. I agree with your streaming concerns. Perhaps their tallying algorithm includes some limit on the number of repetitive plays per listening device? It’s technically possible to do that these days, and that would eliminate much of the cheating. Then again, given the state of radio and the charts and the record labels, cheating sometimes is the name of the game.
June 18, 2017 @ 7:38 am
There are certain protocols in place to make sure these practices are limited. There was a case a couple of years ago where a band told its fans to stream their album on Spotify all night, and they racked up a bunch of spins. I’m sure there’s some malfeasance out there, but there is definitely efforts to tamp down on it. The biggest concern at the moment is songs and artists being placed on huge playlists and racking up massive spins in a pretty unregulated environment.
June 19, 2017 @ 4:19 am
The anomaly: Stapleton’s “From A Room, Vol. 1” has only 9 tracks.
June 19, 2017 @ 10:06 am
“…. I recall reading somewhere that artists typically are contractually obligated to include 10 songs per album.”
Interestingly, From a Room has only nine tracks.
June 16, 2017 @ 10:56 am
Damn. Guess there really are a lot of old farts still hanging around, even if he is just a jackass with an old country sound.
June 16, 2017 @ 3:32 pm
Hi, Dale Watson. Where have you been?
June 16, 2017 @ 11:41 pm
Honestly, was wondering if it’d be people catching the reference or pissed off that I called Stapleton a jackass. So far, pleasantly surprised.
June 16, 2017 @ 4:45 pm
I’m 33. Hardly an old fart. His music is second to none.
June 17, 2017 @ 8:24 am
Really? Stapleton? Second to none?? Man, that’s making me get pissed..getting mad. That’s country my ass.
June 17, 2017 @ 10:44 am
Are you getting a Nashville rash?
June 17, 2017 @ 11:56 am
I’ve just had way too much to drink this weekend and I lie when I drink. And I drink a lot. Don’t believe me when I’ve had a few.
June 17, 2017 @ 12:20 pm
That’s it man, I’ve had all I can take. Where do you want it??!!?
June 16, 2017 @ 11:00 am
So streaming of albums is considered? I was also going to mention that album sales also says a lot about WHO is listening as a demographic…I hardly know anyone who buys albums anymore…
June 16, 2017 @ 11:22 am
Not that we know each other, but I still buy CD’s. Just a dinosaur…
June 16, 2017 @ 11:52 am
you and me both, then. and I’m guessing, like me, you only buy the good stuff.
June 16, 2017 @ 12:34 pm
LOL, yep, good stuff. Listening to Randy Rogers and Wade Bowen “Hold My Beer” right now. Impatiently waiting for the Steel Woods CD to be delivered. Like to be able to read the lyrics, album credits, like the old vinyl days.
June 16, 2017 @ 4:48 pm
I exclusively buy CDs. I will probably continue to do so. I want to have something tangible after I purchase it.
June 16, 2017 @ 5:37 pm
I’ll look at those, too. Steel Woods is a new one to me, too. I like to see who made the album, where it was made, what the artist has to say about it. I also like the photographs, if any. All of it, the whole package, creates something for me. Sure, it’s hype and whatnot, but if it’s good quality, and art, well, I guess I can be seduced.
And in addition to tangible, Kat, I’d also add “uncompressed audio.” You get to hear as close to what they heard in the studio as possible.
June 16, 2017 @ 11:26 am
Good to know a possible reason I can’t ever find one in our Walmart.
June 16, 2017 @ 1:07 pm
Good for him. He deserves it and country Radio looks as clueless as they are.
June 16, 2017 @ 6:16 pm
So, I’ll say two things 1) country in general tends to sell more albums than just about any other genre (on average – hip hop is most streaming dominant) and that includes even guys like Luke, really only Sam and to a slightly lesser extent Thomas has broken through in streaming. 2) Either Way isn’t exactly selling like hot cakes either. This is a case where the album was a better sum than the single (commercially).
June 16, 2017 @ 7:01 pm
Is that his SNL promo pic?
June 16, 2017 @ 7:41 pm
I think putting ” Either Way ” on mainstream ‘country’ radio is just the wrong juxtaposition of music …..completely .
The simple reason , to my mind , is that “Either Way ” is country music performed in an intimate manner by a great country vocalist and nearly everything else on mainstream ‘country’ radio meets NONE of those criteria . The people who listen to and like ‘ country ‘ radio are not country music fans or they wouldn’t be listening to mainstream ‘country ‘radio in the first place . Releasing ‘ Either Way ‘ to mainstream ‘country’ radio and expecting THOSE listeners to ‘ get it’ , appreciate it , understand it and hear it for what it is ….that’s just an unrealistic expectation . To put it bluntly ….its just too good a COUNTRY song for the mainstream ‘country music’ fan to appreciate , not being familiar with that kind of quality from mainstream . It just doesn’t fit the format as it exists right now or the demographic being tapped by THAT format / playlist . It just doesn’t belong in that mix .
June 19, 2017 @ 10:09 am
Point taken but how do you go about fixing the mess that is country radio if you don’t offer them something better to play?
June 20, 2017 @ 7:41 am
Razor . I think Stapleton has material from his two solo albums that would offer radio ”something better to play ”…( WAY better to play ) but is still somewhat in line with radio’s ‘ established energy level ‘ . In my opinion ‘Either Way’ is a great song but more laid back and introspective than some of his other songs and deserves to be heard and appreciated as something other than wallpaper for your work day , which is what much of mainstream country has become .
June 16, 2017 @ 8:39 pm
Jon Wolfes new album is bad ass!
June 16, 2017 @ 9:02 pm
Trig, I recall back in the 80’s a band (no memory of who) receiving their platinum albums maybe two weeks after the album was released. I asked the then manager of the National Record Mart store I frequented how it sold so fast with no single on radio or MTV. He explained to me it’s in regards to albums SHIPPED, not necessarily SOLD. Is there any truth to that? If anyone else knows, I’m all ears.
June 16, 2017 @ 10:53 pm
Yes, this is true. That is why I used the term “shipped” in the first sentence of the article instead of “sold,” though sometimes there’s not much material difference between the two. The only thing with shipped numbers is that you can have returns from stores. However even with some returns, an album is usually continuing to sell through during the return period, so more sales are being accrued. It’s a little bit complicated.
June 17, 2017 @ 7:15 am
Lone Wolf –
I worked at National Record Marts corporate office in Carnegie, PA from 2000- Chapter 7. I don’t have many corrupt stories about working there, because I hadn’t worked my way up the ranks before they closed. However, after there, I went to work for Handleman (Detroit) – a rack jobber for Walmart, Kmart, Best Buy, Shopko, Pamida and HEB. We did that shit all the time.
A label head would come in and say “Jason Aldean is X amount of units away from Gold. Could you take X amount of units into one of your distribution centers (it didn’t even have to ship to the stores). In return, we’ll waive all return fees (isn’t that nice?) and give you discount pricing on say the new Gretchen Wilson to get her into the $9.72 program – which was Walmart’s marquee price point program at the time.
My friend used to refer this as a “steak dinner” because that’s where these kind of deals were made – at Morton’s or some other steak house. He’d look at Garth Brooks debuting at #1 and ask me “how many steak dinners did that cost?”
June 17, 2017 @ 2:39 pm
Hoptowntiger94, I figured as much. I can see how when there are incentives involved – aka gold and platinum plaques (among other perks for such sales milestones) that there would be some type of “Well, do this for us and we’ll owe you one” kind of thing. The steak dinner reference is something I’m going to make sure I remember, too. I was employed there (Music X, Monroeville Mall) from July 1995 to November 1996 so we just missed each other by a few years. Thanks for posting and shedding some light on how some of these label people operate.
June 16, 2017 @ 11:29 pm
Ahhhhh, okay. I should have read more thoroughly. The other point you made was even though returns are inevitable, sales just keep happening. Do happen to know how often they check the sales figures? Once a week, three times a week? I don’t mean to stray from the topic of your article – I’m actually surprised but not that C Stapleton’s CD has gone gold given how downloading is the norm….but you clearly made the point that there are people who still like to own a CD. Thanks for responding, Trigger and keep up the great work!
June 16, 2017 @ 11:46 pm
No worries. It’s a lot of industry jargon that sometimes doesn’t make a whole lot of sense.
Sales figures are officially tabulated every week, though there are certain metrics labels and such have access to that update daily, even hourly now with digital reporting. Downloading counts no different than physical album sales. If someone downloads the record in full, that’s the same as a CD sale. In fact a lot of Stapleton fans will buy a vinyl copy, download the album, or stream it on Spotify as well, all of which will count towards Stapleton’s metadata and overall RIAA cert. I expect this album to easily go platinum.
June 17, 2017 @ 10:07 pm
great voice and his Traveller album was really good, but this album blows.. amateur songwriting on tunes that aren’t covers and has zero heart and soul.. I was as excited as anyone before this release, but haven’t listened to it once since my initial listen.., modern country is in the shitter and this half assed attempt aint helping
June 18, 2017 @ 3:37 pm
who *is* Stapleton?
I think I understand who Isbell is, and Outlaw, and many others, but Stapleton?
“he’s a great singer”
it’s weird
June 20, 2017 @ 5:11 pm
Outstanding voice, good songwriter, good guitar player, and above all, has a genuine country sound
June 18, 2017 @ 4:58 pm
Angus McNeal..
Go listen again.
June 19, 2017 @ 6:56 am
— One of the other things worth noting is that the SEA (track streams) and TEA (track sales) units can predate the actual release of the album.
So if someone had a huge hit single out a few months before the album, its units count toward the album certification.
Case-in-point: Zara Larsson’s album just went gold as well. I don’t believe the album itself has even sold 50K copies (and only one of the new tracks is doing anything in the US), but three singles last year (if not two years ago) reached 3.5 million in certified units BEFORE the album was even debuted. So it *started* with 350K+ album equivalent units.
UMG barely even released songs ahead of the album (and none went to radio), so there’s more “purity” to Stapleton’s total.
— As for the “country fans don’t stream as much,” I’m not entirely sympathetic to that notion. It’d be one thing if album sales were remaining strong, but a lot of the big acts have suffered big declines in album AND track sales. Perhaps not to the extent of pop & hip-hop artists, but definitely to an extent that is noticeable.
Incorporating streaming is meant to reflect changes in how people consume music. But if people aren’t buying OR streaming country songs, then it seems interest in consuming those songs is proportionately lower.
June 20, 2017 @ 7:44 am
I realize I am late to comment on this, but am I the only one fascinated that, as of mid-June, country music has ONE gold record this year? Compared to, say, 20 years ago when artists were going gold and platinum all the time. I know times have changed with streaming and everything but man, isn’t this evidence enough for these people that no one is buying this shit anymore?
June 20, 2017 @ 10:20 am
We’ll they’re factoring in streaming right now, so you can’t completely blame streaming for the lack of Gold records. Mainstream fans spend their money on concert tickets. $10 is too much to ask for an album, but they’ll pay $190 for nosebleeds to hear Sam Hunt rap through an Autotuner.
June 21, 2017 @ 7:21 pm
I can watch my dog take a shit for free.