It’s fair to say that The Weeknd’s new album ‘After Hours’ is expected to have a big debut this weekend. The streaming services are certainly throwing their weight behind it. Apple announced yesterday that the album has broken its record for Apple Music pre-adds (people pre-saving it to their libraries).
MBW reported that by yesterday, 975,000 Apple Music users had pre-added ‘After Hours’. Meanwhile, Spotify teamed up with The Weeknd and label XO/Republic to host a “listening party and Q&A” overnight, complete with The Weeknd dropping in to chat to fans about the album. Essentially it was a synchronised Spotify stream, but with a live chat box underneath. It was hosted by the label rather than by Spotify (so no, this isn’t the ‘Spotify has a secret livestreaming feature’ surprise that we thought it might be).
Image by Nicolas Padovani (CC BY 2.0)