How Ken Burns’ ‘Country Music’ documentary boosted sales and streams for Waylon Jennings, Kathy Mattea, and more
Mattea is just one of a number of country artists, living and deceased, whose music has seen a dramatic spikes in sales and streaming in the wake of Burns’ documentary. The day after‘s finale, 14 out of the 20 top-selling country albums on iTunes were from artists who’d been prominently featured in the series, like Waylon Jennings, Patsy Cline, and Willie Nelson. Emmylou Harris alone had six albums featured in the genre’s Top 100 best-selling chart.
Unsurprisingly, the largest sales increase for individual artists usually came on the day that their respective episode aired on PBS. According to music analytics company Alpha Data, Jimmie Rodgers’ album sales jumped 994% on the same day as the airing of the documentary’s first episode, which featured Rodgers as a primary protagonist.
The biggest percentage streaming jumps have come for long-deceased artists like Uncle Dave Macon and Sam McGee, whose joint rendition of “Comin’ Round the Mountain” was included on the documentary’s soundtrack. According to Brittany Schaffer, head of artist and label services at Spotify Nashville, that soundtrack recording resulted in a 13,000% increase in streaming for McGee and a 2,000% increase for Macon.
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