Why #MusicMondays Is NOT a Good Idea (Opinion)

Recently Justin Bieber announced plans to start a 10 week music series with one new single being exclusively released to iTunes every Monday morning. Although all the Justin Bieber fans are extremely excited, they are failing to see the reason behind this promotion. His new movie will drop on Christmas Day (December 25th, 2013), a mere nine days from the release of the last song in the 10 week promotion. He is trying to make his fans spend money, so they can essentially be excited to spend even more money on a $12 ticket to see his film when it hits theaters. Is that being nice to his fans or being nice to himself? or both? When "Heartbreaker" hit iTunes (the first single) it topped iTunes charts worldwide, and was the #1 bestseller worldwide for two days according to Kworb.net (which measures performance and has pretty good sales estimations). In the US in particular, "Heartbreaker" opened several hours before the end of tracking on October 6th, 2013 at around 9pm PST. Billboard reported that through a full week (not including the first few hours) the song had sold 127,000 copies. Kworb iTunes Rankings noted an estimate of 163,000 which included the first few hours. That means that the song sold approximately 36,000 copies in 3 hours or 12,000 each hour. These estimates are a little off, but still good enough to help prove our point. According to Kworb's US iTunes statistics, "Heartbreaker" is on track to sell a mere 23,000 copies this week, which is a rough dip from opening week (-85%). Through last night, "Heartbreaker" ranked #108 in the US. Since then it has inched to #102. This is a small uptick that could raise the estimate to about 31,000. That's still very marginal. The second single, "All That Matters" should start with about 129,000 copies (off 24% from "Heartbreaker"). Considering the position of "Heartbreaker" through its 7th day (#32), "All That Matters" is selling almost the same amount through its 7th day (#36). With this data, we give "All That Matters" a 17,000-18,000 second week estimate. We will hold off on predicting the 3rd single's data for now. With lack of promotion after its initial release, most of the songs wont end up doing that well in the long run and will likely fade quickly. He might not care but if he actually promoted them and didn't release them 1 week apart, then he could have a bunch of popular songs. Honestly we don't care but his entire plan could backfire on him.

What do you think?