While the likes of Beyonce and Adele can be expected to make large commercial splashes with new releases Nicki Minaj releases have made a habit of being slow burners on a sales front.
Her debut set ‘Pink Friday’ has sold 2.1 million units in the United States alone since November 2010 while her poorly received sophomore album ‘Pink Friday: Roman Reloaded’ sold 1.4 million copies worldwide within the first year of its release.
This week, as ‘Friday’s global sales edges closer to sales of 4 million units worldwide, her latest album ‘The Pinkprint’ is following in its seemingly silent but serious footsteps.
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The Hip-Hop set missed out securing the top spot on the Billboard 200 upon its release despite shifting 198,000 units in pure sales.
Since then, the project has sold 100,000 units in the United Kingdom, earning it a Gold certification without the benefit of a single televised performance from the rapper in the market.
Perhaps indicative of her untapped potential in the realm, the project’s sales locked Gold status in after the aforementioned ‘Reloaded’ secured a Platinum certification in the country, without sales-equivalent streams, in 2013.
How she may have achieved these feats in the country with next to nothing on a promotional tip?
For, interest in her albums seems to be sustained by the live shows she employed to promote them.
When combined, ticket sales of her ‘Pink Friday Tour‘ and ‘The Pinkprint Tour’ saw her sweep up $58 million worldwide, and – if her surprisingly consistent sales are anything to by- bypass traditional forms of promotion.
However, with the industry’s sales succumbing to the gift and curse that is streaming, one wonders if Minaj may need to up the ante on a global front if she is to retain her position as a UMG heavy-hitter.