HNDRXX, however, boasts some tremendous features, by Rihanna and The Weeknd respectively. The rap-centric FUTURE offered no guest appearances from other hip-hop artists, satisfying his base but in effect limiting its crossover potential. Indeed, if the second record offered more of the same, that scenario would be a given barring an unexpected breakout single.īut Epic and Future went this route with good reason, knowing that the more R&B-focused HNDRXX could potentially outperform its immediate predecessor. Some wonder if the move will result in oversaturation, leading to lower comparative sales for HNDRXX and diminished overall sales for FUTURE due to cannibalization. The presumed risk, then, comes from the release of HNDRXX today, just one week after FUTURE. In line with that logic, just days ago Billboard reported that FUTURE would almost certainly take the top slot of the Hot 100 in its opening frame with 150,000 equivalent album units. Scheduled on a particularly light release week in terms of competition, the exceedingly high anticipation for its release was sure to prompt significant pre-orders and then robust streams and additional purchases post-release. 1 seemed a foregone conclusion based on the album announcement alone. Choosing not to include it suggests that Epic and Future have confidence that he's on a new level compared even to last year's apparent heights. It's hard to imagine any major label passing up the opportunity to parlay an artist's gold-certified single into a successful subsequent album release. 60 slot, doesn't appear on either release. 14 on the Hot 100 and currently holds the No. "Used To This," the Drake-featuring single from November that peaked at No. Still, though little precedent exists for it in the post-CD era, Future's unconventional and aggressive release strategy promises to be a fruitful one in chart terms, continuing a tradition of Hot 100 chart-topping debuts that began with 2015's DS2 and continued for follow-ups What A Time To Be Alive and EVOL.īy now, Epic Records knows full well that it has one of hip-hop's hottest acts on its hands, one whose new music consistently generates attention, buzz and consumption.
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