It’s been a rollercoaster for Fergie creating and finally releasing sophomore album ‘Double Dutchess.’
Several years in the making, the LP arrived on September 22nd and paired each track with an accompanying video.
With the first-week numbers finally tallied, was the Black Eyed Peas star’s “visual experience” an arresting enough proposition for the record-buying public?
Find out below…
Per Hits Daily Double, the set – which features Nicki Minaj, Rick Ross, and YG, is on course to open at #18 with the following figures:
In a testament to the pervasiveness and potency of streaming, had Fergie’s pure sales number been the only factor, she’d have debuted at #8. But, despite servicing several videos to VEVO upon the LP’s release, her streaming total actually dragged things down.
Hindsight is 20/20, but she’d have been much better off working this like a traditional release. The “visual experience” angle feels like something conjured up after several jump-starts to secure a hit single.
She’d have been better off keep swinging until she snagged that smash or perhaps could have released the singles in twos (honing in on the album’s name) in a bid to work different sounds and formats without playing all of her cards at once.
Now, one has to wonder where the project goes from here and whether there’s a plausible means of recouping the spend on all those videos?