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How Did Ghost Score Its First No. 1 Album on the Billboard 200 With ‘Skeletá’?
This week's Five Burning Questions looks at Ghost's 'Skeletá' album, its first to top Billboard's marquee albums chart.
The Swedish rock band, with its anonymous lineup and masked on-stage appearance, has grown its devoted cult of fans for over 15 years now, coming ever closer to the top spot on the Billboard 200 with their first five album releases. Traditional album sales accounted for 89 percent of Skeletá ’s first-week numbers — and this tracks with the Billboard interview from 2022 after Impera ’s big year, where the band’s marketing lead discussed how vinyl was a huge part of Ghost’s strategy. Elias Leight: Ghost employed a strategy initially popularized by K-Pop groups, releasing more than 20 variants of Skeletá across vinyl — including a limited run of 6,000 LPs with three different sets of “mystery” artwork — CD, and cassette.
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