This Week in Sales: What Can We Learn from J. Cole’s #1?

It's official, J. Cole's major label debut, "Cole World", is the number one album in the country, moving a very impressive 218K units in the first week. I won't front, I'm surprised. I thought the best case scenario for Cole was something like 150K, so the man shattered my expectations. Congrats to Cole, hip-hop's better for having him on top. So what lessons can we draw from the success of "Cole World"?

First, I still think it's safe to say that his existing loyal fan base (as opposed to the casual listener) are responsible for those sales. As much as things have changed over the last ten years, one thing hasn't: when you have a hit single(s) people buy your album under the "I like that song, I wonder what else he's got" principle. As made clear in this dope "Making of 'Cole World' piece Complex did, Cole and his team acknowledge that they failed in their attempts to strike radio gold. "Who Dat" flopped to the extent that it became a Disappearing Single, "Work Out" flopped to the extent that Roc Nation prefers to pretend like it never happened and the jury's still out on "Can't Get Enough".

The legions of loyal fans that turned out to buy "Cole World" didn't really care about Cole getting radio play anyway. They cared about "Lost Ones", and "Dollar and a Dream III". They cared about Cole truly speaking to their lives by inviting them into his life. In an age where artists come and go as quickly as the viral videos that put them on, establishing this deeper connection is the key to building a sustained and successful career. As I wrote before, no one's forking over $10 to a stranger anymore, but if they feel like the artist is their friend, they'll buy two copies.

Cole's succeeded in establishing that strong of a connection with his fans on a larger scale than any new artist we've seen recently. Drake does bigger numbers because in addition to those loyal fans he draws in casual listeners, but I'd argue that Cole supporters will ride for him harder (pause) than any of Drizzy's followers.

So from here things will go one of two ways. Cole and Roc Nation will realize that everything I wrote above is true and on the second album say, "Look, forget trying to make a radio single. On this one forget everything else, forget everyone else, and just make the kind of music you want to make. That's what people truly respond to and that's what's going to make you a star not just now but ten years from now.

Or......

They'll say, "Look, you already have that hardcore fan base. Just imagine if you had some hits too! Let's call up Polow da Don, let's call up Bruno Mars, and focus on getting you that #1 single. If we can make that work you'll be a superstar!"

I think you can guess which outcome I'm hoping for.