Estelle's 'American Boy' Removed from iTunes by Warner To Trigger Sales, Hurts Them Instead


estellesept3.jpgRegardless of the argument that artistry should trump sales when it comes to music, money still matters to major record labels and thus matters to the artists they sign. So it comes as no shock that a record label would be interested in removing the option to purchase singles on iTunes in an attempt to force listeners to buy the whole album instead. What makes little sense, however, is the decision to chose Estelle as a test subject.

Warner removed "American Boy" from iTunes and was greeted not only with a decline in sales of the single coupled with a dramatic drop off from #11 to #37 on the Billboard Charts, but also a drop in sales of her album, Shine, as well. It dropped to #159 after peaking at #38. Apparently this decision was prompted after label-mate Kid Rock made clear he did not want digital copies of his recent album or single made available online, and still sold albums. To Warner, Estelle must have seemed like a safe choice to test this out: a UK import on her first US release having moderate success is more expendable than, say, another Warner-signed artist like T.I. A decision like this proves the willingness of major labels to sacrifice smaller, less promoted artists whose sales might already be low during their battle with the internet for album sales. Why risk guaranteed sales of, I don't know, Madonna when you can play around with upstarts who need the momentum that availability on iTunes can provide? Good looking out, Warner. [BBC/ADZ]

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Estelle [Official][MySpace]
"American Boy" [Amazon]
Shine [Amazon]

[Image: Vittorio Zunino Celotto/Getty Europe]

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