Adele [25 Cover via Columbia Records]
In a promotional blast for Adele’s new single “Send My Love (To Your New Lover),” Columbia Records shares a major update regarding the album on which it appears.
Columbia refers to Adele’s “25” — the album — as “10x platinum.” Since the promotional email is targeted specifically to US radio programmers, the note would indeed be suggesting “25” is diamond in the United States.
As of press time, the RIAA’s official website identifies “25” as an 8x-platinum album. The label’s note that “25” is actually 10x platinum suggests it has either already received a formal certification (with the RIAA’s website update pending) or has at least qualified for diamond status and is in the process of securing its official plaque.
A 10x platinum certification confirms a US unit total of 10 million, with one unit being equal to 1 album sale, 10 track sales, or 1500 on-demand track streams.
“Send My Love,” which impacts pop on May 17, is already a Top 30 hit at Hot AC.