Yesterday, December 11, Spotify held a press conference in New York City to announce their mobile plans. Daniel Glass, founder of Glassnote Records, was in the audience, and he shared some interesting information about his recent experience with the streaming music service. To boost the exposure of Childish Gambino’s new album, fittingly titled Because The Internet, a savvy web strategy was put into motion weeks before the release. Without depending on traditional radio, sales projections doubled. Glass explained to Music Week:
We came [to Spotify] nine weeks ago with Childish Gambino to play the album for the staff for the first time. We world premiered the song on Shade 45 at SiriusXM in the morning. We then worked with the editors [at Spotify] for eight weeks and came up with a drop plan, which is exposing and premiering a new track every day. The initial projections for the album were 45-50 thousand units, we are going to sell 90 thousand units this week. We are going to double the sales this week on Childish Gambino.