There once existed an era where obtaining a Gold and arguably Platinum record was a given for even the most modest of acts. Today, we see “A List” artists struggling to hit bronze. With 2016 nearing its end, only three acts (Drake, Beyoncé, and Rihanna) have reached Platinum status with their new releases; and even that count has been called into question (see: ‘ANTI,’ Samsung, and streaming).
As sales have dived, streaming has thrived – helping the U.S music business grow by 8.1% over the last year. And still, in the sea of changing rules and weekly revisions, it remains difficult to decipher who is dominating and whose success may be attributable to smoke and mirrors. Indeed, it’s now become commonplace for projects that have yet hit to hit Platinum in pure sales being certified double and even triple Platinum thanks to “other” factors.
A simple sign of changing consumption patterns? Perhaps. But what is becoming problematic is how said plaques are being used and arguably abused to market the meagre as major.
This reality has led some corners to call for the implementing of a Silver certification by the RIAA. It’s already a “thing” in large markets such as the U.K and we, here at TGJ, feel the States could benefit from the same.
Tune in after the jump to see what me mean…