On Tuesday (August 30), HDD published their early first-week sales projections for Young Thug's newly-released commercial mixtape, No, My Name is JEFFERY.
The project, which our own Brendan Varan tabbed as the ATL native's "most compelling work of the year," is projected to sell 33,000 to 37,000 total units, which is made up of 16,000 to 19,000 physical copies and 17,000 to 19,000 stream equivalents. These numbers are on par with Thugger's last commercial mixtape release, April's Slime Season 3 (38,000 sales-plus-streaming).
Despite the best-made plans of 300 Entertainment and it's co-founder Lyor Cohen to shape Young Thug into a more mainstream-friendly artist, including a possibly-permanent-but-most-likely-temporary name change, it appears for the time being that the eccentric buzzmaker will remain a niche artist. While social media enjoyed making fun of and memefying Thug's album artwork, which was not in any way, shape or form "shocking," its inhabitants chose to not purchase or stream the actual music.
No, My Name is JEFFERY is currently projected to be the eighth highest-selling release this week, following debuts from Florida Georgia Line, Barbra Streisand, and Britney Spears. For comparison sake, Frank Ocean's Blonde debuted at No. 1 last week with 278,000 SPS units.
Given his somewhat confusing rap persona, and his apparent mission to strip away gender identity roles, it's possible Thug has already turned away a large swath of music listeners, both inside and out of hip-hop, from giving his music a chance.
Controversy has a history of selling, but in the case of Young Thug's No, My Name is JEFFERY its clear fans aren't buying it.