In the streaming age, what is a ‘deluxe’ album anyway? It’s more than just extra tracks and alternative versions. A number of artists have explored Spotify’s ‘enhanced’ playlists format, which inserts videos between the music tracks, for example. And video is also at the core of the strategy for the deluxe version of Lil Baby’s ‘My Turn’ album, which zeroed in on Apple Music.

Hits Daily Double reports that the deluxe version’s 26 tracks were bundled with nine new music videos. “The resulting package was a 35-track (audio and video) beast that spiked Lil Baby’s adjusted albums by 113% from the previous week and lifted My Turn two places to #3 on the chart,” reported Hits Daily Double.

“The deluxe edition alone HAS generated over 100k TEA and 150m streams and driven the album’s total streams over 1 billion since the original February debut.” Also worth noting: the videos hogged the top nine spots on Apple Music’s music videos chart.

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Stuart Dredge

Music Ally's Head of Insight

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