In Defense of Ultimate Chart – It’s More than Hype
After comparing the hype surrounding Ultimate Chart with the result, Richard MacManus, the Founder and Editor of Read Write Web, felt underwhelmed. Numerous publications and music industry thinkers, including myself, proclaimed Ultimate Chart to be nothing short of a game changer and a Godsend. So why, after all this publicity and enthusiasm, does Ultimate Chart look vaguely similar to Billboard's rankings?
That's what MacManus wants to know. Well, because they're not supposed to look THAT different. Overtime, some of the artists that Ultimate Chart displays will be dissimilar from Billboard because Ultimate Chart tracks a much greater breath of influence in comparison to Billboard. The difference between the two charts will be revealed as more artists that aren't huge album movers climb Ultimate Chart to higher rankings than they would've received on Billboard.
Justified Hype
Now, for the question of whether or not the hype surrounding Ultimate Chart is justified. The information that MacManus misses is the fact that Eric Garland, CEO and co-founder of Big Champagne, the company behind Ultimate Chart, has bigger plans in mind. As I write this, Garland is working on all types of charts, varying from independent, DIY, and genre charts – as well as charts that I don't think I'm even allowed to write about yet. The vision that Garland has for Ultimate Chart isn't to start a debate between Billboard and his company on whether or not Katy Perry or Eminem should have the top chart spot or not. That's not his battle.
No, Garland wants to chart the things and artists that haven't been charted yet.
That's why those of us a little closer to the music industry noise made such a commotion when Ultimate Chart was released back in July. I, along with Garland, were all well aware of the criticisms that would roll in once everyone saw that Ultimate Chart was full of superstars like every other chart. It's why Hypebot doesn't run weekly Ultimate Charts because a) we know that there would be blowback and b) because we're getting our own personal Ultimate Charts.
Garland's Vision
What Garland strives to do, and what I tried to capture in my Ultimate Chart exclusive piece, is recognize the efforts of artists that don't make the charts.
Artists that, by all other metrics are killing it right now, but aren't selling hundreds of thousands or millions of records. It's an effort to give hard-working artists the credit they've deserved for years – a chart to point to and say that they're on it.
This is why, when briefed about Ultimate Chart, I gave a rather breathless review of how spectator it would be. Not because I thought it would more accurate then Billboard, but because the Ultimate Charts that Garland imagines creating won't have Lady Gaga or Justin Bieber on them. Honestly, as I'm sure Garland would secretly agree, those popularity charts are just smoke screens designed to give the mass media something to care about. It makes the idea tangible to them.
Uncharted Territory
If instead, Garland had just been talking about creating neat DIY and indie charts, there's a good chance that the New York Times wouldn't have profiled him. Had Garland not challenged Billboard, as well as, how success is measured in the music industry, he had no breaking story. But, because he did, that breaking story allowed Garland to create the charts that he really wanted to create and wet the appetite of the mass media machine for when he's ready to unveil the others.
Have I consumed a kids swimming pool worth of Garland's Kool-Aid? Maybe.
But, I stand by my initial reaction. There's good reason for the hype surrounding Ultimate Chart, but if you're skeptical like MacManus and only compare Ultimate Chart to Billboard, it's easy to come to the conclusion, like he did, that it's hype.
However, we expect new charts from Garland in the near future. They will be the game changers. These will be the Ultimate Charts that do live up to all the hype.
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Note: Well, I feel a bit silly, as MacManus's piece showed up in my Google Alerts and I treated it as a new piece. It's not. It's from August, I've been informed.
I hope you enjoy the piece nonetheless!
Kyle, when the Ultimate Chart was announced, your hyperbole was not based on an expectation of charts that had yet to be launched. You were talking specifically about the first iteration of the Ultimate Chart.
I quote:
“On this day, let the Pomplamoose’s, Hot Chip’s, and Atmosphere’s of the world rejoice. No longer will their efforts be shunned in the mainstream market, simply because they can’t sell hundreds of thousands of albums on the first week out. Now, artists such as these, and many others, will have their own chart and gain the kind of recognition they’ve deserved for years. As well, for the first time, the Ultimate Chart will take a record industry known to be constrained to short-term thinking and a ‘hits mentality’ towards a more long-term, sustainable mindset. For those in the industry who truly want to embrace this new way of thinking about success, there will be no more Tuesday’s or trying to game chart results. To get on the top of this chart, not only does an artist have to earn their place, but they have to do so from all angles, not just record sales and plastic discs.”
So when you now write that the charts are “not supposed to look THAT different,” that statement conflicts with your initial hyperbole, IMO. After all, you said Hot Chip had a chart to call its own. Has Hot Chip charted yet?
Popular is popular. Large amounts of social network activity and high numbers of audio and video streams tend to come with commensurate levels of radio play and recorded music sales. Again, popular is popular. Indie isn’t very popular — no matter how well somebody is using Twitter.
When BC unveils Indie and Unsigned versions of the Ultimate Chart, you’re expectations may be fulfilled.
Glenn,
That’s simply not true. A day or two before the Hypebot exclusive, Eric Garland and I talked for well over an hour. He told me back then that there would be indie and DIY charts, among others. Take note, from the initial, exclusive post:
In addition to publishing the Ultimate 100, BigChampagne will also develop the Ultimate Chart for independent and DIY artists…
On this day, let the Pomplamoose’s, Hot Chip’s, and Atmosphere’s of the world rejoice. No longer will their efforts be shunned in the mainstream market, simply because they can’t sell hundreds of thousands of albums on the first week out…
Now, artists such as these, and many others, will have their own chart and gain the kind of recognition they’ve deserved for years.
I might be mistaken, but those paragraphs come after one another. Thus, my hyperbole was based on expectations of charts that had yet to be launched — not the first one. It was based on knowledge that there would be charts released that shined on artist’s like Pomplamoose and Hot Chip.
Thanks for the comment Glenn.
kb
The Ultimate Chart would be a lot cooler if it has NO artists from major labels. I’d rather see how artists without a giant marketing budget behind them are faring across those platforms.
the Ultimate Chart is largely redundant and not at all surprising. however, when you write “Garland is working on all types of charts, varying from independent, DIY, and genre charts…” that would be a game-changer and quite useful. the difficult part will be differentiating indie from major from diy in some instances. but if they can figure that out, then he’s going to have something quite useful.