Zayn [RCA]
With just over a week remaining until its launch, ZAYN’s “Mind Of Mine” has reportedly generated almost 30,000 in banked US pre-order sales.
Hits Daily Double first reported the figure.
While the number itself is not massive in a climate where younger-skewing albums tend to generate a considerable portion of their opening week sales in the pre-order phase (pre-orders made up about 40% of first-week sales for The 1975’s “i like it when you sleep,” as an example), it should not evoke pessimism about the album’s prospects.
Per the same Hits report, RCA expects the album to generate between 200-300K in total first week US consumption units (album sales + track sales/10 + track streams/1500). The album will drive a considerable amount of first week track sales and streams, but it is hard to imagine it doing 200-300K in total consumption without posting a six-figure pure sales total.
For points of reference: Justin Bieber’s “Purpose” received approximately 127K consumption units from track sales and streams (on top of 522K in album sales); One Direction’s “Made In The AM” received about 57K from the track and streaming avenues (as well as 402K from albums).
“Mind Of Mine” is thus expected to generate the clear majority of its first week album sales during the actual release week.