As LanaDelRey earns her ninth straight album on the Billboard200, Interscope Geffen A&M chief revenue officer and global head of streaming and strategy Gary Kelly earns the title of Billboard’s Executive of the Week.
at TAP Management to ensure the album was delivered in time to ensure we had the master and the packaging in time to deliver for street date.The album had six vinyl variants, with several exclusives available in different stores. How did you develop that strategy and how did you see it pay off?
Have production delays for vinyl gotten easier, or does it still require long lead times? And how did you navigate that? The album was also released through nine different CD variants, and also five different cassette versions. Why lean so much into those formats? Lana having the largest streaming week of her career is tied to her making a brilliant album. She is a true artist and she pushes boundaries with every new project. New fans and audiences are catching up to her. That said, we look at streaming and sales audiences as having overlap, so when we launched the preorder and first single in December, we were driving pre-sales, but also driving fans to listen on the DSPs.
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