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Susan Boyle has giant 700K-plus sales in US, but was almost dropped by record label

But decision to stay with her pays off big for record company

PATRICK ROBERTS,

IrishCentral.com Staff Writer

Published Wednesday, December 2, 2009, 6:06 AM

Updated Wednesday, December 2, 2009, 3:04 PM

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Susan Boyle's stunning album, 'I Dreamed a Dream'

Susan Boyle's record-setting album 'I Dreamed A Dream'

Sony Records had second thoughts about Susan Boyle after her defeat in the finale of 'Britain's Got Talent' and her subsequent stay in rehab, but they decided to stick with her -- a gamble that has clearly paid off.

Boyle sold 700,763 copies of her debut album "I Dreamed a Dream" in the United States, according to SoundScan. That means she has the greatest debut album on record this year in both America and Britain. By contrast, Kris Allen, the winner of the most recent "American Idol," sold only 80,000 copies of his new release.

The sales record also has earned Boyle the distinction of having the largest-ever debut for a female artist on the Billboard 200 in the Soundscan era.

"I Dreamed a Dream" has surpassed Eminem's total of 605,000 for his album earlier this year.

Sony's Columbia Records took a chance on Boyle, even after she had lost the final of "Britain's Got Talent" to a dance group. Steve Barnett, chairman of Sony's Columbia Records, saw her appeal clearly. "She was the underdog and people could relate to her," he told the Wall Street Journal.

However, they had some second thoughts.

The Journal stated that "Her surprise loss in an audience vote during the show's finale in May caused Sony to rethink some of the plans it had laid. And Ms. Boyle spent five days in a psychiatric hospital, treated for exhaustion."

But the company decided to stick with her. They relied on an unconventional approach, using unusual outlets such as CVS pharmacy to gauge audiewnce reactions — believing that her buyers did not match the usual profile of CD purchasers.

"The sense that we would market it like a traditional record went out the window weeks ago," Barnett told The Journal.

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jenntVT | Dec 04, 2009, 12:03 AM EST

I look forward to the day I can read an article about Susan Boyle regarding her success without rehashing her past. Susan Boyle has done more than PROVE that she deserves to be where she is and that is at the top. Recently I have seen video's of Susan being who and what she is. Susan Boyle is a fun loving person that happens to have been blessed with a wonderful voice and a unique personality that makes you simply Love her. Irish Central is Susan's friend and that is nice. If only the media outlet in other forums would give Susan Boyle the respect she deserves. Personally I am not going to read anything neg. about Susan anymore. Only positive articles.

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lovesusanboyle | Dec 02, 2009, 10:33 PM EST

I want nothing but the best for Susan Boyle, but I sure am getting sick of looking at Simon Cowell's smug face. I'm proud of Susan for enduring it all. May the day come when she is no longer taunted and tormented by anyone anywhere. To Maya2009: Good on you for reading the source material and calling them out on it. If more people would do that, maybe these online writers might start printing facts instead of what they think will get them hits on their sites. So few facts that have not been twisted into complete gossip these days.

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JolyJoly | Dec 02, 2009, 09:34 PM EST

Simon assured Susan, while still on stage after losing in the BGT final, that he would still produce her CD. I do not believe he would have gone back on his word or that he did not know what he was doing. Sony is lucky to be on board. It seems to me that something should be cleared up: Susan went to the Priory because it is exclusive and private, which she needed during a time of an extraordinarily unethical media assault, and because no one knew exactly what was going on with her at that point. It turned out to be exhaustion, physical and mental, which was undoubtedly brought on by the stress of the media assault added to the stress of the grueling schedule, nerves and unfamiliarity of the competition. Susan is not a cartoon cape-wearing superwoman, she's a real life person. If anyone has not known that kind of exhaustion be grateful, but let's please stop considering it as something else.

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maygrove | Dec 02, 2009, 08:48 PM EST

C.E.O. at Sony no doubt rubbing his hands with glee - commonsense has prevailed. Makes one wonder how many other labels would've been interested in recording Susan. This lady has earned her success a million times and more.

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dublingausafan | Dec 02, 2009, 08:24 PM EST

no doubt

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RetInKalifornia | Dec 02, 2009, 08:20 PM EST

Simon Cowell the moment he heard the very first notes thunder out of Susan's soul - yes her soul - knew deep, DEEP down in his razor-edged polyped impresario guts that Susan was destined for greatness, the best new talent he'd "discovered" up to date AND already legend even before she'd finished IDAD. I never, ever once thought Sony would drop recording contracts with Susan, Simon simply would have found another conglomerate to produce the CD or himself if necessary. Short of tossing in the towel there never was serious risk of Susan not being able to record music much less go on the BGT tour, latter was tougher by a longer shot; being in the recording studio where performing conditions always are controlled is piece of cake in comparion! To suggest that Susan couldn't record music because of supposed mental incapacitations is doing injustice not only to her but all other entertainment newbees who've endured humiliations bad or worse than she to make their dreams of becoming professional singers reality. No all here folks, pause & second thoughts by Sony execs. on continuing on with Susan maybe but NONE from Simon Cowell, HE knew then as now better than anyone in show biz how unique Susan was and is and stood by her, that we owe him everything here!

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Maya2009 | Dec 02, 2009, 07:17 PM EST

Well, reading the source material makes it clear that the headline to this article is absolutely false. Sony never thought about "dropping" Susan Boyle, only delayed her CD recording and reconsidered the marketing plan. The funny thing about the WSJ article is that it suggests the label used unconventional methods to market. Yes, of course, CVS is unusual. But QVC's been used in the past numerous times including for Barbra Streisand (by Sony). I've seen in other articles that 250,000 of the CDs sold were at "unconventional" outlets, whatever that means (this article mentions 200,000 through QVC and Amazon, which of course isn't unconventional). But, that leaves another 450,000 sold through "conventional" outlets. So, I guess I'm missing the big point.

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Gingercat | Dec 02, 2009, 05:57 PM EST

It's amazing to me that so much of the media is trying to "explain" why Susan Boyle's cd has been so successful. They can discuss marketing strategies until the cows come home, but the reality is that she has a phenomenal voice that speaks to the heart and soul in a way that most current music does not. She is also a lady, in every sense of the word, and the world is hungry for decency and moral values. Add in her courageous story, and what's not to like? I can only imagine what a rocket her next cd will be! It isn't media hype that is selling Susan, it's Susan herself and that voice!

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LinLinisme | Dec 02, 2009, 05:57 PM EST

Way to go Susan. I knew she was the best and everyone else has to take it, Her talent is limitless. Not only can you understand every word she sings, she understands the music and the emotion. She is simply the best

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katmc1149 | Dec 02, 2009, 03:19 PM EST

Personally I think Simon Cowell has a heart way down underneath and he decided to take on the caring of Susan Boyle right from the audition..he sd he would wrap her in cotton balls and whatever she wanted he would go along with and he has done that...he probably put his word on the line and maybe some of his money to Sony to take the chance on Susan and I guess it was a good thing they took that chance cause Susan has more then Simon and her loyal fans on her side ...she has a loving God..! I am so proud of Susan and never felt this way about a music idol ..but she I want to protect and defend...I hope she gets all the things in her later life that she never had in her early childhood for it is certainly due her! Kat Florida

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ksdust2009 | Dec 02, 2009, 03:00 PM EST

it's good for Sony they stuck with Susan! good for Simon/Syco. it's wonderful for Susan! and for we fans around the world who love her so, both for her voice and her personality.

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TwoStep | Dec 02, 2009, 01:33 PM EST

She way topped Billboard! busterbrown...are you paying attention? Susan is just such an amazing talent! She has America in her palm.

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lorias1228 | Dec 02, 2009, 01:06 PM EST

She toped Billboard Magazine today. And she is already multi-platinum with 3 Platinums in NZ and one in OZ already! I think Sony knew they had a gem, and just slowed the process with her and changed the tactics for what would be best for her! http://fans4susanboyle.ning.com/

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lovesusanboyle | Dec 02, 2009, 12:37 PM EST

I think they are marketing Susan very wisely in the United States right now. Americans know who Susan Boyle is on some level or another. Sony is not going overkill on publicity here so that people who may know of her but have not followed her can remember her and get to know her without having her shoved down their throats. Americans do not like having anything or anyone shoved at them and while the initial shove may result in a boom in sales, it tires quickly and the result is 15 minutes of fame and a spot on "Where are they Now?". Susan will have a very long career here if all Americans are given the chance to get to know her slowly so that they too can fall in love with her just like the rest of her already massive American fan base. I hope that Sony continues with this approach and does not get too over confident with the results of week 1. TV appearances and commercials are working very well and I hope to see more very soon - just not in a blanket format that will backfire. I love Susan Boyle and believe she deserves every bit of success she is getting. Go for longevity Susan! I want you to be around for years and years to come (as many years as your heart desires)!

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MalcomAC | Dec 02, 2009, 10:45 AM EST

Supposedly, Cowell shopped the audio of her audition long before it got on the air. I can't help but think he convinced them if they didn't sign her, someone else would. And, did I read that SONY insisted on hiring a voice coach to have a workout with her before they signed her? At minimum, she has a great voice and is a true one-off. I think they figured that out.

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