K-Pop’s Stray Kids Land Second No. 1 Album This Year

Week after week, the Billboard album chart is a tale of two formats.

Most of the time, the titles that reach No. 1 are the ones that are most popular on streaming services. So far in 2022, that has included Disney’s “Encanto” soundtrack, various rap records (by Drake, Lil Durk, Future) and this year’s biggest hit, Bad Bunny’s “Un Verano Sin Ti,” which has held the top spot for 13 weeks.

The rest of the time, the top position belongs to the records that make a splash with physical versions, like vinyl LPs, CDs and collectible boxed sets packed with goodies like posters and T-shirts. Some of the most skilled marketers of physical media these days have been K-pop groups, like BTS and Blackpink.

This week, the eight-member Stray Kids, from South Korea, opens at No. 1 for a second time this year with “Maxident,” which had the equivalent of 117,000 sales in the United States, according to the tracking service Luminate. As with its last release, “Oddinary,” which topped the chart back in March, most of the sales of “Maxident” were on CD, with the band releasing the album in as many as 10 different packages, including exclusive versions for retailers like Target and Barnes & Noble.

Of its total, 107,000 were for CDs. “Maxident,” like “Oddinary” before it, is officially a “mini album,” with just under 27 minutes of play time on its standard versions. The eight tracks on “Maxident” — by comparison, “Un Verano” has 23 — collected a little less than 10 million streams in the United States, or about 6 percent of the total consumption of the release in its opening week.

The success of “Maxident” bumps “Un Verano” to No. 2 with the equivalent of 76,000 sales. Now in its 23rd week out, “Un Verano” still has never dipped lower than second place, and it has racked up about 3.7 billion U.S. streams alone.

Bad Bunny’s reign at the top may soon be coming to an end, however, with the arrival of two new albums: Lil Baby’s “It’s Only Me,” which came out on Friday and is already a major streaming hit, and Taylor Swift’s “Midnights.”

Swift, whose ingenuity as a marketer may be unsurpassed in the industry, has been paying close attention to physical media in recent years, and for “Midnights,” which comes out this Friday, she has a clever offering. The four variant vinyl editions, when turned around and placed in a grid, contain numbers that form the hours of a clock.

“It’s a clock,” she said when showing it off on Instagram. “It can help you tell time.”

The popularity of physical media can be surprising, since streaming now accounts for 84 percent of recorded music revenue in the United States. But vinyl has been growing at double digits for years, and in 2021 had just over $1 billion in sales, for the first time since 1986, according to the Recording Industry Association of America.

For artists, CDs and LPs can be especially appealing when it comes to climbing the charts — according to the formulas used by Billboard and Luminate to determine chart positions, it takes as many 1,250 track streams on paid services, or 3,750 on free ones, to count as much as a single album sale.

Also on this week’s album chart, Beyoncé’s “Renaissance” rises two spots to No. 3, after its vinyl version became widely available. (Perhaps you caught Beyoncé’s retail takeover on TikTok, featuring the queen gamely signing LPs in jeans, cowboy boots and a Rolling Stones T-shirt?)

Morgan Wallen’s “Dangerous: The Double Album” is No. 4, and “The Highlights,” a hits compilation by the Weeknd, is in fifth place.