LIL BABY'S DELUXE TREATMENT

When Lil Baby released My Turn (Quality Control/Wolfpack Global/Motown/Capitol Music Group) in February, it debuted at #1 on the HITS Top 50 chart, with almost 200k in total activity.

For the deluxe version released 5/1, Motown boss Ethiopia Habtemariam, Caroline chief Jacqueline Saturn and marketing exec Cindy James and team members devised a plan specifically for the deluxe version streaming on Apple Music: nine new videos from the artist were bundled with the 26 tracks. The resulting package was a 35-track (audio and video) beast that spiked Lil Baby's adjusted albums by 113% from the previous week and lifted My Turn two places to #3 on the chart. The deluxe edition alone HAS generated over 100k TEA and 150m streams and driven the album's total streams over 1 billion since the original February debut. As of this writing, Lil Baby is #5 on Apple Music's albums chart and holds the top nine spots on the video chart.

The move by the artist's label team is the latest example of how the release of new content can keep a project thriving in the new ecosystem—and how the album is just part of the equation.

THE HITS LIST TURKEY TROT
...with all the trimmings (11/22a)
AN AWARD-WINNING CMA GALLERY
Cowboy hats and funny caps (11/21a)
NEAR TRUTHS: WITCHING HOUR
It's not easy being green. (11/21a)
NEAR TRUTHS: REALIGNMENT AND RECOGNITION
Underscoring the year's biggest stories (11/19a)
NEAR TRUTHS: THE ELEPHANT IN THE ROOM
Nervous time in the music biz and beyond. (11/16a)
NOW WHAT?
We have no fucking idea.
COUNTRY'S NEWEST DISRUPTOR
Three chords and some truth you may not be ready for.
AI IS ALREADY EATING YOUR LUNCH
The kids can tell the difference... for now.
WHO'S BUYING THE DRINKS?
That's what we'd like to know.
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