You technically can’t buy the digital compilation album from Epic Records featuring hits by French Montana and DJ Khaled that has been a steady presence on the Billboard chart this summer. In fact, the album has sold a total of zero copies since its quiet release seven weeks ago.
Yet thanks to an updated formula for determining positions on the Billboard 200 that accounts for online activity, as well as some savvy opportunism from the label, the album, “Epic AF,” has become a disruptive presence on the charts, landing in the Top 10 four times by exploiting — or mastering — the new system.
It works like this: Since late 2014, Billboard has counted 1,500 streams or 10 paid downloads of a song as the equivalent of one album sold. But if a hit single comes from an album that is unreleased, the millions of plays it tallies on services like Spotify, Tidal and Apple Music go nowhere.
Epic has collected its album-less artists’ most popular summer songs across streaming services — “Lockjaw” by French Montana and Kodak Black, “Don’t Mind” by Kent Jones, “Pick Up the Phone” by Travis Scott and Young Thug — into one digital playlist, giving it a hip title and some generic cover art. In 2016, that’s enough to call it an album.
Now, when Billboard counts the weekly plays for “Don’t Mind,” which has 139 million Spotify streams to date, they are attached to the album, catapulting the digital compilation over traditional albums from artists on competing major labels. Chart position equals bragging rights — and its own form of marketing via brand visibility.
Dave Bakula, a senior analyst for Nielsen Music, which supplies the data Billboard uses for its charts, said that some could see the tactic as “trying to manipulate the charts.” But “if they’re living within the rules, good for them in being creative and having enough of a stable of big-name artists and big songs,” he said.
“It feels a little bit like a ‘Now’ record for streaming services,” he added, referring to the “Now That’s What I Call Music!” CDs, which peaked in the early 2000s.