Harry Styles may be cleaning up at iTunes now after his fellow Englishman Ed Sheeran did the same, but sales and streaming spikes for Canadian music followed the broadcast of the 2017 JUNO Awards.
A wise artist will ensure his music is available for purchase when he receives a JUNO nomination. Following a win of a song or album, especially if the artist performs it at the big gala, the public acts on the excuse to burn off some iTunes credit or perhaps get a good quality CD. This has been true in the past, and it was certainly true for 2017. If an artist lands a win, and the album isn’t available for purchase, that’s a really big mistake, and it is probably time to get a new management team. In 2017, Jazz Cartier scored the biggest upset of the year beating out Drake for Rap Album of the Year (and upsets happen all the time). Incidentally, his album Hotel Paranoia is not available at iTunes. That was a huge opportunity completely blown. Another point is that this reality, especially in terms of sales spikes following performances broadcasted, is why it is of the utmost importance for national events, like the Grey Cup halftime show, to book Canadian acts to headline it. That hasn’t happened for the past three years.
Nielsen has provided us with percent increases comparing sales of particular works following the JUNO gala (April 2) with the day before. We have streaming comparisons as well.
Ruth B, who won Breakthrough Artist of the Year, was the champion. Pre-orders for her upcoming debut album Safe Haven rose by 875%, song sales 230%, and streaming for “Lost Boy,” which she performed at the gala, increased by 35%.
Alessia Cara who won Pop Album of the Year and performed two songs at the big gala saw sales of her album Know-It-All bounce up 140%. Her song sales vaulted up 72%. Streaming of “Scars to Your Beautiful” rose by 24%.
Billy Talent watched sales of “Afraid of Heights,” performed at the JUNOs, leap 255% with steaming up 31%.
Bryan Adams, who co-hosted and performed with other stars his 80s classic “Summer of ’69” witnessed its sales rise by 206%. Online streaming (which didn’t exist in the 80s) increased 24%.
Dallas Smith, following performance of “Side Effects,” saw its sales increase 137% and streaming 19%.
Leonard Cohen‘s Album of the Year winner, You Want It Darker, was up 118% in purchases and 46% in streaming.
And those are just a few examples. Significant increases in sales and streaming of Canadian music by artists nominated, performing, and winning at the 2017 JUNOs occurred in all corners.