While in Vegas for the 47th Annual Academy of Country Music Awards, Toby Keith and the Warren Beavers (sibling songwriting team Brett and Brad Warren and Jim and Brett Beavers) were presented with plaques commemorating the platinum certification for Keith’s “Red Solo Cup.” The single is approaching the 1.7 million sales mark.

The growing acceptance of digital formats by consumers is a constant theme across the Nielsen SoundScan, units-based reports and the recent RIAA net sales shipments accounting. However, the focus is usually on tracks. But is the digital wave also boosting country album downloads? Answer: Yes.

As our table shows, growth in the digital album format as viewed by percentage of total country album sales, appears to be pretty consistent, growing at about 5% per year. However, based upon the actual sales numbers the increases from 2010-2012 are more dramatic—21% and then 33%, respectively.

Theses numbers are based on about the first three months of each year, YTD. As sales sleuths know, it’s the final quarter of each year when the registers ring robustly and mouses mightily move. So we’ll revisit this chart later in the year to see if the heavier sales flow affects digital percentages. My guess is we will see the current 33% increase (2011 to 2012) grow larger by year end, especially with shrinking shelf space for music which is forcing consumers online.

The Weekly Register
Like some kind of rare sales equinox, we have an unusual synchronicity this week. Country and all-genre YTD album sales are each exactly .1% ahead of last year. (Last week country sales were ahead 1.8%.)

We should savor the positive territory, because next week we will likely slide out of the plus side of the graph. Why are sales off? The economy and/or having less product in the stores isn’t helping, but probably the primary fault lies in our format’s weak release schedule YTD. There simply haven’t been enough register ringing recordings released and the results are showing.

This week’s Top 75 country currents, for example, totaled a sickly 248k total units, down from last week’s 252k. (eeeech!)

We used to see a lone debut album beat those numbers! However, before we wring our hands and begin fasting, realize that the record labels are likely plotting some monster-sized mashups for later in the year (at least we hope so). (Rascal Flatts‘ Changed arrives April 3, a new Carrie Underwood, Blown Away will hit bins May 1 and Kenny Chesney is set to sing on June 19 with an as yet unnamed project.) Also, Lionel Richie’s duets set just hit stores and is already getting predictions of first week sales in the 150k range!

Highlights for the week include Casey James‘ No. 2 country debut with about 14k units. Luke Bryan however beat out James to grab the No. 1 position with 18k units of his Tailgates & Tanlines, on the charts now for 33 weeks. Mention must also be given to the Hunger Games Soundtrack which debuted this week at No. 1 on the Top 200 chart scanning 175k units. The soundtrack includes Nashville artists such as Taylor Swift, The Civil Wars and Miranda Lambert.

As has been the case lately, the Digital Genre Country Tracks chart seems to be where the action is. And this week it’s all about Ms. Swift who owns the No. 1 and No. 2 positions with Hunger Games tracks “Eyes Open” (176k debut) and “Safe & Sound” (93k). Nailing No. 3 is Carrie Underwood with “Good Girl” (69k).

New artists with momentum on the tracks parade include Kip Moore’s “Somethin’ Bout A Truck” (No. 7; 46k) and Lee Brice’s “A Woman Like You” (No. 5; 57k).

Until next week…

The release of The Hunger Games movie today (3/23) is shaping up to be a huge event—like $20 million from late night shows on release day huge. The film’s companion soundtrack, titled The Hunger Games: Songs From District 12 and Beyond, hit stores 3/20 and is expected to make a big debut on the sales chart next week. That’s a great thing for Nashville.

The collection combines revered artists from several genres, a move that will no doubt bring in many different types of fans. Several Country and Americana favorites are featured prominently, including the lead single “Safe & Sound” by Taylor Swift and the Civil Wars, as well as a solo-billed Miranda Lambert featuring The Pistol Annies, The Punch Brothers, Carolina Chocolate Drops, and solo tracks from both Swift and The Civil Wars. Also included are beloved indie rockers The Arcade Fire and The Decemberists, as well as rapper Kid Cudi. Full tracklist is below.

Universal/Beladroit sibling duo The Secret Sisters performed the song “Tomorrow Will Be Kinder” last night (3/22) on The Tonight Show With Jay Leno. Check out the Sisters’ performance here, which begins at the 38:35 mark.

The Hunger Games: Songs From District 12 and Beyond tracklist:

1. The Arcade Fire – Abraham’s Daughter
2. The Secret Sisters – Tomorrow Will Be Kinder
3. Neko Case – Nothing To Remember
4. Taylor Swift feat. The Civil Wars – Safe & Sound
5. Kid Cudi – The Ruler and the Killer
6. The Punch Brothers – Dark Days
7. The Decemberists – One Engine
8. Carolina Chocolate Drops – One Engine
9. The Civil Wars – Kingdom Come
10. Glen Hansard – Take The Heartland
11. Maroon 5 feat. Rozzi Crane – Come Away To The Water
12. Miranda Lambert feat. Pistol Annies – Run Daddy Run
13. Jayme Dee – Rules
14. Taylor Swift – Eyes Open
15. The Low Anthem – Lover Is Childlike
16. Birdy – Just A Game

 

In The Viewfinder
Before we dissect some of this week’s sales metrics, let’s consider some of the recent industry talk which buoyantly notes that digital sales are up for both country music and the industry overall. And that is true. A brief glance at the grid above shows increasing numbers of consumers are making the transition from physical to digital.

However, all that downloads is not gold. Witness last week’s Google Play sale which was responsible for selling about 90,000 digital units of Lady Antebellum’s album for 25¢. Yes, that’s not a typo, just two thin dimes and a nickel for the entire album—not enough to satisfy even half the mechanical royalty. But don’t blame the act or the label, this sale was a retail ploy to draw attention to a new digital store. And it made digital sales look good. The point here is that SoundScan measures units, but we also need to reflect upon pricing, revenues and profits.

While the Google sale may be a one-off event, wholesale album prices are now averaging below $7 whereas a few years ago they were $11.99 and up. That difference translates to weaker revenues and profits and ultimately fewer major labels. The RIAA’s retail sales measurements show the U.S. industry falling from over $14.6 billion in 1999 to under $6.85 billion in 2010.

And Now Highlights From The Previous Week…
You’d never know that Capitol Nashville was about to be swallowed up this summer, based upon its stellar chart performance, and according to Nielsen SoundScan. The scrappy label has three of the Top 5 spots on this week’s country album chart; Luke Bryan (No. 1, 17k); Lady Antebellum (No. 3, 13k) and Eric Church (No. 4, 11k). Filling in the gaps are Jason Aldean (No. 2, 14k) and The Band Perry (No. 5, 9k). Shooter Jennings’ Family Man debut landed at No. 10 with about 8k in sales.

Overall, the Top Current Country Album 75 delivered one of its weakest performances in the history of SoundScan with the entire Top 75 totaling about 256k. [ouch!].

Happily, there’s more joy on the Digital Genre Country tracks chart. Carrie’s “Good Girl” remains atop the list for its fourth consecutive week with about 70k downloads and RTD total of over 360k. Rascal Flatts storms the list this week with “Changed” which scanned over 57k units to land in the No. 2 position. Making up the remainder of the Top Ten Nos. 3-10 are: Lee Brice, Eric Church, Miranda Lambert, Kip Moore, Taylor Swift, Jason Aldean, Luke Bryan and Toby Keith.

Total country track sales YTD now equals 34.691 million which equates to about 3.47 million additional TEA album units. (TEA=track equivalent albums; 10 tracks =1 album).

As always upcoming album releases can be found here. New and upcoming projects include Casey James (3/20), Lionel Richie (3/27), Rascal Flatts (4/3), Kip Moore (4/27), Carrie Underwood (5/1), Colt Ford (6/5) and Kenny Chesney (6/19).

Zac Brown’s Southern Ground Artists record label is serving up something special for music fans on Record Store Day 2012, which takes place April 21. The label is releasing its Southern Ground Artists Compilation, Vol. 2, which will be distributed to 350 independent record stores given away for free. It will also be available at the Zac Brown Band-hosted ACM Fan Jam in Las Vegas April 1.

The compilation includes tracks by The Wood Brothers, Blackberry Smoke, and a live version of ZBB’s current single “No Hurry.” Also included is the Barroom Radio Mix of Sonia Leigh’s new single “Bar.”

Track listing:
1. One More Day (Live) – The Wood Brothers
2. Hard Headed – Nic Cowan
3. Another Day – Dugas
4. Wherever We Break Down – Levi Lowrey
5. Bar (Barroom Radio Mix) – Sonia Leigh
6. Leavin’ – The Wheeler Boys
7. Everybody Knows She’s Mine – Blackberry Smoke
8. No Hurry (Live) – Zac Brown Band