A few days ago, the former top Lu Han released a new album, and the focus of the team's promotion was "Lu Han's new album sold more than 200,000 in two hours". From this number, it can be felt that since the digital album began to be limited, the traffic singers can no longer regain their former glory.
Since the rise of traffic stars, their super popularity is reflected in the data, whether it is a professional singer or not, whether it is a single or an album, the sales are very amazing. The following traffic stars are the best in recent years, and they have also witnessed the replacement of the top stream.
In 2016, the total sales of Lu Han's first personal mini digital album "ReloadedI" exceeded 2 million copies, becoming the singer with the highest digital album sales in China.
In 2017, the total sales of Lu Han's "XXVII" series of albums exceeded 10 million copies, and the media described the sales of his new albums as a new milestone in the industry, which shows how amazing his traffic was that year.
With the rise of the 2018 idol talent show, "Idol Trainees" and "Creation 101" have sent a large number of traffic-oriented singers and dancers, and their digital album sales are also very impressive. This year, Chen Linong, who debuted as the second in "Even Practice", released a single "I Am Yours", which sold 1.92 million copies on QQ Music, which was much higher than the sales of powerful singers Chen Eason, Zhang Jie and Deng Ziqi who released new songs in the same period, and even the new album of the popular Korean group BIGBANG did not sell much more.
In 2019, Cai Xukun has already secured the top throne with "Idol", his popularity is really not a joke, and the total sales of the album "YOUNG" reached 14.48 million copies.
In 2020, Zhang Yixing's four digital albums became the first singer in total sales on QQ Music, and he sold albums like selling magazines, paying attention to selling out quickly, so fans responded quickly after the release of the new album, and Zhang Yixing's studio also specially produced a poster to celebrate the new album "sold out".
However, the traffic turnover is indeed fast, the bright record of the predecessors was soon broken by the new top stream Xiao Zhan, his single "Point of Light" sold 54.19 million copies, this data can be described as no one before, even if there is a new top stream in the future, it is impossible to surpass him.
Seeing this, everyone should be able to feel how crazy these traffic singers are now on the data, right? However, although their album sales are amazing, it does not mean that there are actually so many fans who support it, because some of them will respond to the call of the fans, and buy as few as hundreds or as many as thousands of copies, and work together to create a false prosperity scene.
If this crazy phenomenon is not stopped, there will only be more exaggerated data in the future, so August 27, 2021 has become a watershed - the Central Cyberspace Administration issued the "Notice on Further Strengthening the Governance of the Chaos in the "Rice Circle"", proposing ten measures such as canceling the list of star artists, optimizing and adjusting the ranking rules, strictly controlling star brokerage companies, not inducing fan consumption, strengthening program setting management, and standardizing fund-raising. Several major music platforms have moved quickly, and have begun to limit the purchase of digital albums, and each platform can only buy one album per person. Since then, the album sales of traffic singers have been squeezed out of a lot of water.
The first generation of top Lu Han, the new single "Ride" was released on the four major platforms at the same time, the first day sold 500,000 copies, to the next day's dinner time sales exceeded 600,000 copies (that is, the next day sold about 100,000 copies), although the final sales are not known, but compared with the previous millions, tens of millions of data, there is a gap.
Of course, Lu Han's single sales are not as good as before, not all caused by digital album purchase restrictions, after all, in recent years, the traffic stars have changed wave after wave, and fans are not enough. Lu Han also deliberately reduced the amount of exposure, there are not too many new works, so he can only retain the fans who have a relatively long affection, and the traffic is not as high as it was normal.
Zhang Yixing released a new album shortly after the digital album was restricted, which is commendable, after all, everyone wanted to know what the data would be after the traffic singer "dehydrated". It can be seen that before the purchase restriction, his album "Lotus" released in 2020 sold 2.74 million copies, but the mini album "East" after the purchase restriction only sold 880,000 copies, and the gap was also a bit large.
Wang Jiaer's new album was released exclusively on NetEase Cloud in March this year, selling 75,000 copies on the first day of sale, and the sales volume exceeded 100,000 in the first week of sale, with a touching growth rate.
If you compare Wang Jiaer's album sales before and after the purchase restriction, you will find that the gap is also relatively large. The total sales of the 2019 album MIRRORS was 810,000 copies, but the new album LOST & FOUND, which has been released for a month now, has only sold 110,000 copies. Both albums are exclusively released on NetEase Cloud, which can see the true level after the purchase restriction.
There is nothing wrong with fans supporting idols, the fault lies in the lack of normative guidance, and the artist team and the platform want to cut leeks indefinitely, resulting in the fans of "generating electricity for love" gradually losing their rationality. In fact, the music platform purchase restriction is very good, one is to let the traffic singers not continue to be complacent in the false data, and the other is to let the platform and fans return to rationality, which is very good.