On Monday, when Lady Gaga’s Born This Way could be had for a mere 99 cents in the Amazon download store, demand for it actually crashed the online retailer’s servers.
In order to make it up to people who missed out, Amazon will once again be featuring the new release at the 99 cent price all day today.
“We’re doing it again,” the Amazon MP3 store dispatched in a Twitter post, “and this time we’re ready.”
The new discount will give Gaga a big sales push late in the week (according to Billboard, the Amazon sale may have shifted as many as 300,000 copies of the album on Monday) just as reports of sales projections are starting to surface. How close is Gaga to following in the footsteps of Taylor Swift and Lil Wayne in selling a million albums in a week?
The current low end of the projections place Born This Way at about 800,000 copies in its first week. That’s certainly a formidable number, especially considering the mixed reaction that the singles have received and the worry that Gaga’s full-court media press would create backlash among the more casual fans who are vital to selling albums with that sort of volume.
But there are some predictions that inch Gaga even closer to the elusive seven-figure mark. Citing both the Amazon sale and the retail saturation of Born This Way, Hits Daily Double believes the album will finish with closer to 950,000 copies sold. Considering that report was filed before Amazon opened the doors on the 99-cent sale for a second day, it’s easy to believe that she’ll be up over a million by the time the charts are tallied next week.
If it did pull it off, Born This Way would become the 14th album in history to sell one million copies in the first week of release. Taylor Swift was the last artist to pull it off; she sold over a million copies of her third album Speak Now when it dropped last year. Other members of that elite club include Eminem, 50 Cent, Britney Spears and Usher. And NSYNC remain the undisputed champion of first-week sales, having shifted 2.4 million copies of their second album No Strings Attached in 2000.
Do you think Born This Way has what it takes to join that elite class? Does it deserve to be counted among those greats? Let us know what you think of Lady Gaga’s sales prowess in the comments below.
Update: Billboard is now projecting Born This Way will sell over a million in it’s first week, and would have done so even without the second day of the Amazon sale.
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