Complex published a list of “10 Excuses Rappers Make When Their Album Flops” today (April 30).
It includes Asher Roth’s 2009 proclamation that “My album was undershipped” as one of its excuses. "Asher Roth was unable to make the big splash he was hoping for with his 2009 debut album Asleep in the Bread Aisle despite having one of the biggest singles at the time in 'I Love College,’” the story says. "After the project debuted with only 65,000 copies sold, Roth said it was because of his label's decision to undership his album.”
Complex says that Kid Cudi, 2 Chainz and Wale have also made the same claim.
Angel Haze’s rationale that “My album leaked” also made Complex’s List. "The irony behind this particular incident with Angel Haze is that she leaked her own album,” the story says of her Dirty Gold project. "The result: Dirty Gold sold just 857 copies in its first week."
“I made this album for myself” is another excuse rappers use, Complex says, using Eve’s 2013 album, Lip Lock, as an example.
"The album was her first in over a decade, and marked a drastically different sound from the former first lady of Ruff Ryders,” Complex says. "'I knew the music I put on it and the singles I put out wouldn’t be on the radio,' she said following its release. 'I kind of did that on purpose. I wanted to make the music I wanted to make.' Her core fan base was less than enthused by this musical change, which led to Lip Lock selling less than 9,000 in its first week."
Complex’s “10 Excuses Rappers Make When Their Album Flops” is as follows:
“My album was under shipped.”
“My album leaked.”
“I made this album for myself.”
“My label failed to properly promote my album.”
“My fans don’t want to hear me grow musically.”
“I don’t measure my success by album sales.”
“My album will gradually sell more over time.”
“My album was only sold by select retailers.”
“My fans aren’t supporting me at SoundScan.”
“I don’t care about record sales."