Some of the most praised albums of all time have gone platinum over the years. Some of these include Michael Jackson’s classic “Thriller” in 1982, The Beatles (The White Album) in 1968, and, of course every mom and daughter’s favourite, Shania Twain “Come on Over” in 1997. Going platinum in the United States was huge, certifying that a record has shipped or sold one million times. That’s a lot of ears listening to the likes of Madonna, Abba, and more. However, today, going platinum might as well be a distant dream.
Only four albums released in 2015 went platinum (not including international music). These included, most notably, “25” by Adele, a charmer and reminiscent of its sister “21,” “25” is packed with female strength and perseverance in heartbreak with ballads such as “Hello” and the ever relatable “Send my Love (to your new lover).” “25” had companions at the top with titles like “If You’re Reading This It’s Too Late.” Yes, the 6ix’s own Drake with his fourth platinum release. The completion of the foursome includes Justin Bieber’s “Purpose” and Meghan Trainor’s “Title.”
Rest assured, these weren’t the only high sellers of 2015, and surely not the only ones with merit. But then, why did 2015 only have four platinum albums when in 2012 there were more than 15 albums that hit the 1,000,000 mark? I’m not your hipster aunt here to yell at the millennials for their use of piracy; we buy albums when we want to.
The root of the new rarity in platinum certification lies in how we consume music today. In 2015, a platinum certification only included sales of a physical and digital nature, and the number of platinum certifications dropped. Today, music is consumed mostly through streaming websites, apps, and programs. Familiar names such as 8-Tracks and Spotify create playlists, share music around the world, and offer streaming for free or with monthly, regulated charges. However a change in the RIAA (Recording Industry Association of America) and their new set of platinum regulations has provided a possible relief from this downfall in platinum certification. For years the certification included only the sales of an album, but as of February 2016, it now includes “streaming” as part of its consideration.. This works, in essence, on a system where 1,500 streams of a song or music video equal ten track sales or one album sale. According to RIAA Chairman/CEO Cary Sherman, it was “the next logical step.” While it does seem beneficial to artists to include streaming, reflecting how the majority of music is consumed today, this is also seen by many artists as a decrease in the significance or weight of platinum certification, as many hip-hop and rap albums have started to be awarded regardless of their marketplace value.
Whether you see it as a boost in music appreciation or a downgrade from awarding the worthy, music is changing and moving forward into the new, technological age and with it, comes more recognition for the underdogs, the forgotten genres, and of course, Adele.
