How Did It Top the Billboard 200?

22/10/2024

The rise of Jelly Roll hits an important new peak this week, as the country singer-songwriter scores his first No. 1 on the Billboard 200 albums chart (dated Oct. 26) with his new album Beautifully Broken.

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After a year of steady new music releases and countless public appearances, Jelly Roll has leveled up to the tune of 161,000 equivalent album units for its first week of his new set’s release. The 22-track version of the album on streaming services includes the singles “Liar” and “I Am Not Okay,” the latter of which currently sits at a new high of No. 14 on the Billboard Hot 100.

How was the album able to have such a big first week? And which country artist might be next to score their first Billboard 200 No. 1 album? Billboard staffers discuss these questions and more below.

1. Jelly Roll scores his first No. 1 on the Billboard 200 this week, debuting with 161,000 equivalent album units and 114,000 in straight sales. What do you think is the biggest reason behind the career-best numbers for Jelly Roll’s latest?

Kyle Denis: Jelly has been inescapable this year. He sang for the In Memoriam segment at the Emmys, kicked off SNL’s landmark 50th season, appeared on Eminem’s own Billboard 200-topping album, made his television debut on the Sylvester Stallone-starring Tulsa King and even testified before Congress! Of course, it also helps that he’s been incredibly musically active this year. From his collaborations with MGK (“Lonely Road”) and Post Malone (“Losers”) to his Twisters: The Album contribution (“Dead End Road”) and the handful of Beautifully Broken pre-release singles he dropped throughout the year, it felt like Jelly Roll launched a new song (or three) every week. He’s never been more visible, and these career-best sales numbers prove that.

Jason Lipshutz: His cultural ubiquity. Even if you aren’t a country music fan, you are aware of Jelly Roll — through his A-list guest features, TV appearances, awards-show speeches that tend to go viral, or all of the above — and might want to check out a full project by the man who you heard on a Post Malone song or watched on Saturday Night Live. Obviously Jelly Roll has accrued a dedicated fan base, but the casual listeners that have jumped aboard to check out Beautifully Broken undoubtedly helped the singer-songwriter top the Billboard 200 chart.

Melinda Newman: Beyond the music? Good old fashioned hard work. In between his now famous cold plunges, he has shown up for everything and appeared everywhere so that people knew the album was coming. He then priced the album very aggressively to bump sales and, as is the way now, came up with multiple variations, including seven vinyl variants alone, to encourage mega-fans to collect the full set. That’s one reason he saw such high sales figures, compared to downloads.

Jessica Nicholson: Beautifully Broken ultimately contained over two dozen songs, giving fans plenty of new material to dig into, stream and dissect. A large portion of these career-best numbers are due to pure album sales, and his plethora of vinyl and physical album offerings play a role in that. However, the biggest reason for these career-best numbers is Jelly Roll himself. His story, his songs and the message they embody are speaking to audiences and giving a voice to audiences that haven’t been spoken to in some time. Everyone can relate to struggle, vices, self-doubt and heartbreak on some level and his music aims at the heart of that. Also, Jelly Roll comes across as open-hearted, joyous, and unflinchingly honest in a time when so many “personalities” are curated.

Andrew Unterberger: People do love Jelly Roll! The reason he hasn’t worn out his welcome over his past year-plus of massive public exposure is that he seems like a guy you wanna spend time with, wanna root for. He’s got big songs and a big voice, but it seems like it’s the big personality that folks are really connecting with first and foremost.

2. Jelly Roll has taken a fairly strict more-is-more approach since his 2023 crossover breakthrough, being extremely prolific in both his new releases and his public appearances. Does the Beautifully Broken debut seem to validate this strategy to you — or is there still potential long-term downside in it?

Kyle Denis: I think the Beautifully Broken debut does indeed validate his more-is-more strategy – it’s the biggest sales week for a 2024 country album not by Beyoncé or Post Malone. The long-term downside still lingers for sure, but he can ride this strategy until Jelly Roll fatigue truly starts to rear its head.

Jason Lipshutz: Jelly Roll has clearly been striking while the iron is hot, flooding streaming services with solo tunes and collaborations as his profile expands; over-saturation might come into play for some, but the strategy has clearly been working, considering how successful a handful of those tracks, and now his latest album, have become. Now that Beautifully Broken and its deluxe edition have been released, I’d expect Jelly Roll to slow down on the release rate a bit — but who knows? Nashville’s elite will likely be calling him up for guest spots, so maybe he just keeps releasing tracks and gathering momentum.

Melinda Newman: There seems to be no burnout factor on Jelly yet, perhaps because he is still so enthusiastic about every appearance he’s making, each new adventure he undertakes and each new person he is duetting with. It’s infectious and seems genuine. This is someone who so many people had counted out from the time he first went to juvenile detention when he was 14, it’s clear he’s reveling in his near-daily pinch me moments and feels like he’s not just making music, but is on a mission.

Jessica Nicholson: Social media and streaming have made it expected for an artist always have something new to give their fans, whether that is music or content, lessening the danger of overexposure. The more songs you release, the more new music fans have a chance to stream. We’ve seen the release of sprawling albums become one factor (among many) contributing to the success for artists such as Morgan Wallen, with his three-dozen song album One Thing at a Time and Post Malone’s 28-song F-1 Trillion (Long Bed) project, with seemingly no downside to releasing that much material.

Andrew Unterberger: I do wonder if he’ll eventually hit a tipping point with this strategy, because no one can be this omnipresent forever without starting to exhaust people at least a little bit. But evidence suggests that he’s not there yet, certainly. Assuming he continues at this level of productivity, it’ll be interesting to see on the next album if that growth remains consistent.

3. “I Am Not Okay” has been the most high-profile of Jelly Roll’s hits this year, making the Hot 100’s top 20 and getting performed during the In Memoriam montage at this year’s Emmys. Does it feel like a potential signature hit to you, or is it mostly benefitting from the singer-songwriter’s positive career momentum?

Kyle Denis: To me, it feels more like a potential signature hit than anything else on Beautifully Broken. It’s one of the stronger songs on the record, and I think people are responding to the emotional punch that it packs. Yes, his positive career momentum is helping the song, but I’d imagine at least one of the album’s 27 other tracks would be pulling off a similar performance if positive momentum was all it took.

Jason Lipshutz: Last week, I spent an entire day with “I Am Not Okay” stuck in my head — I caught myself singing it in line at Dunkin, warbling “I Am Not Okay” while waiting to order an iced coffee (so I was, in fact, very okay). Jelly Roll has more accomplished songs than his latest hit, including Whitsitt Chapel hits like “Need a Favor” and “Save Me,” but “I Am Not Okay” is the catchiest song he’s ever released, with a melody that simply won’t dislodge from your memory. I think it’s going to keep growing and become a smash.

Melinda Newman: It feels like it could become a signature hit, but he’s already had 4 No. 1 on Country Airplay, so it’s competing with now Jelly standards, like “Need a Favor, “Son of a Sinner” and “Save Me.” But “I Am Not Okay,” with its mental health message, has reached a new audience for Jelly Roll that knows no boundaries and it has brought in fans that may have heard the name but hadn’t experienced the music yet. Given the new album’s themes, “I Am Not Okay” is an excellent introduction.

Jessica Nicholson: This has the feel of a signature hit for Jelly Roll. The message in his music is hitting at the right time, in an era where people in general are more comfortable with being open about their struggles and weaknesses. People are also finding community in daring to be open about mental health—something the song itself dives right into the center of on the line “I know I can’t be the only one/ Who’s holding on for dear life.” As so many are battling mental health issues including anxiety and depression due to all kinds of factors, from health struggles, job losses and the general runup to the U.S. presidential election, this song seems to encapsulate what so many people are feeling at this moment, while also encouraging those listeners.

Andrew Unterberger: Yeah, this one feels like it could end up being next-level for him — the chorus is extremely sturdy and the message transcends genre in a way you certainly couldn’t say about every major country hit. I wouldn’t be surprised if it crept into the top 10 of the chart before the holiday rush hits at year’s end.

4. One conspicuous thing about Jelly Roll’s recent collaborator list is the diversity of artists and genres represented — including mgk, Jessie Murph, Eminem and Falling in Reverse. Who’s an artist who Jelly Roll hasn’t teamed up with yet that you think could end up being a particularly interesting and/or successful new artistic partner for him?

Kyle Denis: Shaboozey. He and Jelly Roll cross genres so frequently and so naturally that I’m interested to see what they come up with – especially on a four-track EP where they can expand on their respective takes on country, hip-hop and rock. And for a bit more of a left-field choice, Leon Bridges.

Jason Lipshutz: I love the way Kacey Musgraves has both honed her aesthetic as well as figured out how to best complement that of others in recent years; look at how dynamic she is operating alongside Zach Bryan on “I Remember Everything” and Noah Kahan on “She Calls Me Back.” It’d be a blast to hear how her gentle delivery contrasts with Jelly Roll’s gruffer tone on a collaboration.

Melinda Newman: The great thing about his collaborations is so many of them seem out of left field and he seems genuinely open and able to blend with almost anyone from any genre.. I would love to hear him team up with a really strong woman with a powerhouse voice like P!nk and have them go toe-to-toe.

Jessica Nicholson: Jelly Roll and Teddy Swims would be interesting to hear together, given their vast influences and solid voices. Otherwise, it would be great to hear Jelly Roll and Kelly Clarkson team up on an original song, after they performed “I Am Not Okay” on The Kelly Clarkson Show.

Andrew Unterberger: We know Jelly Roll can do power balladry with the best of them — but can that mighty voice command the dance floor? Let’s put him together with Fred again.. or Jamie xx — or if he wants go classic with it, maybe Nile Rodgers — and see what kind of results they can come up with.

5. Who’s another rising country artist besides Jelly Roll who you think could be in line for their own first No. 1 album in the not-too-distant future?

Kyle Denis: Lainey Wilson!

Jason Lipshutz: Lainey Wilson scored her first top 10 album in August with Whirlwind — so while it may be a little while until we get a follow-up, Wilson has ascended so rapidly that I think she’ll challenge for the top spot of the Billboard 200 whenever she returns. Until then? We’re blasting “Hang Tight Honey,” folks.

Melinda Newman: Megan Moroney’s star continues to rise and her most recent album debuted at No. 3 on Top Country Albums and No. 9 on the Billboard 200. If her trajectory stays its current course, it feels like she could snag the No. 1 spot next go-round. Also on the rise are Tucker Wetmore and Zach Top.

Jessica Nicholson: Not exactly country, but if we’re looking for a rising artist from the heartland, let’s say Chappell Roan. Chappell’s The Rise and Fall of a Midwest Princess debuted last year and has since risen to No. 2 on the Billboard 200. In that time, her career has continued to ascend, thanks to “Good Luck, Babe!,” Chappell’s Midwest Princess Tour and her recent record-breaking show at Lollapalooza Chicago. Chappell seems poised to soon ring the bell at No. 1.

Andrew Unterberger: Megan Moroney seems like she’s on her way there, combining classic and modern country elements in both her music and her promotion in ways that usually lead to major stardom. She feels like as sure a futures bet as anyone in country right now.

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Written by: radioroxi

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