Sometimes when you ball so hard, you fall so hard. In its second week of sales, What A Time To Be Alive sold just 107,000 units (65,000 in pure album sales), for a sophomore sales drop of 72 percent overall, and 81 percent in pure sales. This is one of the biggest sales dips in recent memory for an album that debuted at No. 1 on the Billboard 200. Instead, last week belonged to Fetty Wap (and to a lesser extent, Fetty’s favourite feature Monty), whose debut record topped the chart with 129,000 sold (75,000 in pure album sales).
This isn’t all bad news for Freebandz and OVO—plenty of major albums have suffered from plummeting second week sales after putting up massive first week numbers. After debuting at No. 1, Kanye West’s My Beautiful Dark Twisted Fantasy dropped by 78 percent, and Yeezus fell by 80 percent in its second week. In 2006, Jay-Z’s Kingdom Come sold 680,000 copies in its first week, and just 140,000 the next. Outside of the hip-hop world, Madonna’s MDNA holds the current record for the most massive second week sales decline of a whopping 86.7 percent.
Dr. Dre’s Compton peaked at No. 2 at the end of August, but it had an even worse drop than WATTBA. Amid domestic abuse controversy, Compton experienced a drastic second week sales drop, dipping 85 percent from 286,000 to 42,732 in week two.
Given the general enthusiasm for What A Time To Be Alive, especially the prevalence of “Jumpman,” it’s surprising to see its sales dwindling. Maybe no one is buying the record because you can hear it in its entirety over the course of one day as it blares out of passing cars.
If it’s any consolation to Drizzy and Future Hendrix, they’ve already outsold Meek Mill’s Dreams Money Can Buy by 50,000 copies.