The less-is-more approach paid off big time.
Logic's "Everybody" took the charts by storm last week, edging Chris Stapleton to get the No. 1 spot on the Billboard 200 chart. It's no small feat for the DMV native, especially since the album promotion wasn't necessarily your average campaign.
As per Variety, nearly half of the album's first-week sales (a total of 247,000 album-equivalent units, of which 115,000 were physical and downloaded albums) were obtained directly by consumers through Logic's online store. David Bell, the label’s Senior VP of Integrated Marketing, says they "really rolled this out with the fans in mind. We rewarded and saluted them, and they showed up."
This isn't the first time the strategy has worked in Logic's favor either. His previous two Def Jam releases, Under Pressure and The Incredible True Story, both debuted in the Top 5 on the Billboard 200, with his cameo on “Sucker for Pain” from the Suicide Squad soundtrackbeing what helped those numbers escalate for the latter. Def Jam Recordings CEO Steve Bartels said "Logic has a very brave, courageous honesty and integrity that surrounds everything he does. He has an amazing connection with his fans. The artist development starts with him and his vision."
Check out the album here.