Rappers Kanye West and Jay-Z's new album 'Watch the Throne' has broken Coldplay's digital record and has set its own new record. The rap duo's joint album was sold exclusively on iTunes and pulled in around 290,000 downloads. The album has scored the best first-week digital sales on the retailer.
Earlier, Chris Martin-fronted band Coldplay had scored the accolade by garnering 282,000 iTunes downloads of their album 'Viva La Vida' three years ago in 2008. It had shifted a total of 288,000 downloads including from other sellers. Now, 'Watch the Throne' has ditched this record.
Kanye West and Jay-Z had made the album 'Watch the Throne' available for exclusive purchase on iTunes from August 8 - 11 before selling it at all digital and physical retailers starting Friday, August 12. It is estimated to sell at least 400,000 to 500,000 copies in its first week and top the Billboard Hot 200.
However, several factors have contributed to the success of 'Watch the Throne'. Kanye West and Jay-Z's trend-setting strategy also worked for the album. They relived pop-up store trend and fought music leak by blocking hackers from getting a hold of the album. The fingerprint-protected hard drives were used to keep watch the Throne music.