Close, but not close enough.
Moving millions may be child’s play for Nicki Minaj when it comes to selling singles and albums, getting to the top of of the ‘Billboard Hot 100′ has become somewhat of a mission impossible for the performer.
Always close, but never close enough.
This week, the same can be said of her new single ‘Anaconda‘s run on the UK’s ‘Official Charts‘ which debuted at #3 but- as if always the case with Minaj‘s bops- failed mimic her position in Hip Hop and sit at the top.
Why a well thought out promotional plan in the market is now a must for the rapper?
Find out below…
As Meghan Trainor‘s ‘All About That Bass’ plants its hiney at #1 again, Nicki sees not one but two of her singles sizzle in the Top 3. The first? ‘Bang Bang‘, the US smash hit she appears on alongside ‘Personal’ performer Jessie J and ‘Honeymoon Avenue‘ singer Ariana Grande.
One spot beneath ‘Bang‘ sits ‘Anaconda’ at #3, while her verse on Usher‘s ‘She Came To Give It To You‘ went a long way to push the cut to #16 in its opening week. With this, the Grammy-nominated rapper enjoys four positions in the UK Top 20 this week.
Unfortunately, should her UK promo campaigns of yesteryear be anything to go by, it won’t be long before ‘Anaconda’ slips and slides on the chart without any further support from the hit maker.
For, despite being immensely popular in the market, there’s never been any real effort by Minaj’s camp to truly make the most of this, always stopping by in the country for short-lived campaigns that have at times lasted no longer than a week.
This wouldn’t matter so much if her popularity in the market went no further than a few Top 40s, but with ‘Anaconda’ debuting at #3, ‘Va Va Voom’ peaking at #20, ‘Girls Fall Like Dominoes’ doing the same at #24 and ‘Fly‘ being certified Silver for sales of over 200,000 units after peaking at #16, one has to wonder why an act as ambitious as Minaj becomes so lax when tasked with going the extra mile to support her singles overseas.
Here’s hoping the recent shakeup in her management team spawns the kind of ideas that will ensure she reaches her full potential in the UK, and puts the necessary moves in place to ensure she books performance spots on the likes of ‘Strictly Come Dancing‘, ‘X Factor UK’, and sync deals that will keep her music spinning in TV shows and commercials when she can’t be in the country.