Week after week, the Billboard album chart is a tale of two formats.
Most of the time, the titles that reach No. 1 are the ones that are most popular on streaming services. So far in 2022, that has included Disney’s “Encanto” soundtrack, various rap records (by Drake, Lil Durk, Future) and this year’s biggest hit, Bad Bunny’s “Un Verano Sin Ti,” which has held the top spot for 13 weeks.
The rest of the time, the top position belongs to the records that make a splash with physical versions, like vinyl LPs, CDs and collectible boxed sets packed with goodies like posters and T-shirts. Some of the most skilled marketers of physical media these days have been K-pop groups, like BTS and Blackpink.
This week, the eight-member Stray Kids, from South Korea, opens at No. 1 for a second time this year with “Maxident,” which had the equivalent of 117,000 sales in the United States, according to the tracking service Luminate. As with its last release, “Oddinary,” which topped the chart back in March, most of the sales of “Maxident” were on CD, with the band releasing the album in as many as 10 different packages, including exclusive versions for retailers like Target and Barnes & Noble.
Of its total, 107,000 were for CDs. “Maxident,” like “Oddinary” before it, is officially a “mini album,” with just under 27 minutes of play time on its standard versions. The eight tracks on “Maxident” — by comparison, “Un Verano” has 23 — collected a little less than 10 million streams in the United States, or about 6 percent of the total consumption of the release in its opening week.
