The older generation still pay real money to hear the artists they like and their interests are powering the charts, reports Andrew Murfett.
IT'S one for the nannas.
Last week, music fans bought albums in record numbers in stores across the country and the top-selling album did not come from Lady Gaga, Robbie Williams, Powderfinger or even Madonna.
Instead, 85,925 people last week bought an album of cover songs by a frumpy, 51-year-old singer from Scotland. It's been three years since one title earned such high sales figures and that came from Australian Idol's twinkly-eyed Irishman Damien Leith.
The extraordinary success of Susan Boyle, who in three weeks has sold 159,848 albums locally, speaks to an underlying trend in this year's ARIA charts: the buying power of retirees, especially at Christmas time, when the dump bins at KMart and Target are full of grandma's favourite music.
Ms Boyle is a new media star, launched by 310 million YouTube views of her performance on Britain's Got Talent.
But tellingly, the second biggest-selling album on this week's ARIA charts, Michael Buble's Crazy Love, shifted 25,708 units, another blockbuster week of sales. Buble's album has sold 139,507 copies in almost two months.
The superannuation set is increasingly valued by record companies. While younger acts are more susceptible to illegal filesharing and downloading, Boyle's fans are not freeloaders. They pay top dollar for tickets to see their favorite act and if the right record comes along, they will pay up by going into stores.
Just 1.3 per cent of Boyle's album buyers this week downloaded the albums from online outlets such as iTunes or BigPond.
Derek Durrant, music product manager for Australia's biggest music retailer, JB Hi-Fi, said yesterday the market was "blown away" by the appetite for Boyle's album.
"She is a one-off," he said. "The (market) has decided she is the real deal."
Still, for all of her success, even Boyle trails the king of the nanna market, Andre Rieu.
In Australia, the Dutch violinist is a virtual money-printing machine. Initially shunned by both local promoters and record labels, Rieu began promoting his own tours, generating millions for his now-bulging coffers.
Last year, he sold 2 million albums and DVDs, and this year Rieu has cleaned up again.
Six weeks ago, 30,179 people attended his four shows at Rod Laver Arena, spending $5.3 million on tickets.
Nationally, Rieu generated an eye-popping $15.7 million at the Australian box office and played in front of 91,768 fans through October and November.
Impressive figures, considering he had already lured more than 500,000 fans out for his stadium tour just 12 months earlier.
And the power of nannas was emphasised earlier in the year when Ronan Keating's shameless pitch for the market, Songs for My Mother, sold 60,000 copies in the month leading up to Mothers' Day.
It's clear that this year, hundreds of thousands of Australian Christmas lunches will be eaten to the strains of Boyle or Buble.
"I don't think anybody will take her away from No.1 for the rest of the year," Mr Durrant said.
Frequently Asked Questions about this Article…
What is driving the surge in album sales in Australia this Christmas season?
The article says older buyers — retirees and grandparents — are fueling big Christmas album sales. Fans in the older demographic still pay for physical albums and concert tickets, filling store shelves and boosting sales for artists who appeal to that market.
How many albums did Susan Boyle sell in Australia and why is that important for investors watching music sales?
Susan Boyle sold 159,848 albums locally in three weeks, with 85,925 purchases in one week alone. Those strong physical sales show the buying power of older music fans, a trend record companies and retailers may factor into revenue expectations.
How significant are digital downloads versus physical sales for older-appeal artists like Susan Boyle?
For Susan Boyle, only about 1.3% of buyers downloaded her album from online outlets such as iTunes or BigPond, indicating older audiences still prefer buying physical CDs — a notable consumer behavior for entertainment firms and retailers.
What evidence does the article give that record companies value the retiree market?
The article notes record companies increasingly prize the ‘superannuation set’ because older fans are less likely to pirate music, will pay for tickets and buy records in stores. Examples include blockbuster sales for Susan Boyle, Michael Bublé and consistent successes for Andre Rieu and Ronan Keating.
How much revenue did André Rieu generate in Australia and what does that show about concert income?
André Rieu sold 2 million albums and DVDs last year and, in the referenced period, drew 30,179 people to four shows at Rod Laver Arena, generating about $5.3 million in ticket sales. Nationally he produced roughly $15.7 million at the Australian box office and played to 91,768 fans in October–November — highlighting how older-appeal live acts can create significant box-office revenue.
How did Michael Bublé’s album perform alongside Susan Boyle on the ARIA charts?
Michael Bublé’s album Crazy Love shifted 25,708 units in the week cited and had sold 139,507 copies in almost two months, making it the second-biggest seller that week and underscoring strong demand for middle‑of‑the‑road and classic-pop artists.
Which retailers and music outlets are benefiting from the ‘nanna market’?
The article mentions mainstream retailers such as Kmart and Target filling dump bins with older-favourite music, and quotes Derek Durrant, music product manager at JB Hi‑Fi, saying the market was “blown away” by appetite for Susan Boyle — showing brick-and-mortar music sellers are benefitting.
What does this trend mean for everyday investors interested in entertainment and retail stocks?
The article suggests a clear takeaway: mature demographics can deliver reliable physical-album and ticket revenue. For investors that means record labels, concert promoters and retailers with exposure to older audiences may see steadier sales streams. It’s an observation about market demand rather than specific investment advice.
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