Harry Styles’ HarrysHouse soared to the top and broke all kinds of records — earning Columbia Records executive vp of marketing Erika Alfredson the title of Billboard’s Executive of the Week.
, among others — discusses the work that went into helpingachieve such milestones. “This is his most personal and freest album to date,” she says. “You can tell he had so much fun making it and we had a blast bringing it to life.”debuted at No. 1 on the Billboard 200 with 521,500 equivalent album units in the U.S., becoming just the fourth album in the past 18 months to pass the 500,000 mark in a single week.
From the beginning, this has been a huge team effort between Harry, Full Stop [Management] and Columbia. We knew we needed a campaign that was going to serve his core fan base, as well as speak to a more mainstream audience that has been building throughout the last two album campaigns. This is his most personal and freest album to date — you can tell he had so much fun making it and we had a blast bringing it to life.
They differ enormously because each marketing campaign was crafted around the specific music and album narrative delivered by the artist. If I were to point to a similarity between the two, it would be the team’s ability to facilitate creative global campaigns highlighting the core themes of each album.set the modern-day record for most vinyl sales in a single week, with 182,000 copies.
Vinyl is becoming increasingly important across the entire music marketplace. Harry has an immensely dedicated and wide-reaching fanbase. For them, a piece of vinyl becomes a keepsake. It is a different experience than any kind of digital listening can provide. It’s tangible — the pictures, the lyrics, the limited collectability, as we did multiple vinyl color variations.
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