Bundles are back.
And Travis Scott is taking full advantage of them.
His Utopia album is slated to do between 450K and 55oK in its first week.
About 275K are streams; the rest will result from bundles.
Travis Scott – Utopia on pace to sell 275K first week (Without Bundles) – Bundles expected to be +250k range
— DJ Akademiks (@Akademiks) July 29, 2023
In 2020, Billboard made it harder to bundle albums.
However, there are ways around their rules, and Scott has become the first rap artist to take full advantage of the loopholes.
In 2018, Nick Minaj threw a huge fit when bundles helped Scott’s Astroworld album greatly outperform her Queen album.
Some believe that is part of what led to Billboard’s reforms.
But you can’t keep a marketing man like Travis down.