Charts: Lana Del Rey's Less-Is-More Promo Yields a No. 1

Although Lana Del Rey hasn't performed on U.S. TV in more than two years, her "Ultraviolence" debuts at No. 1 Singer-songwriter Lana Del Rey captures her first No. 1

Singer-songwriter Lana Del Rey captures her first No. 1 album on the Billboard 200, as "Ultraviolence" bows atop the list. The set, which was released June 17, sold 182,000 in the week ending June 22, according to Nielsen SoundScan - her best sales week yet.

Del Rey's arrival is the largest sales week for a female artist since the week ending Dec. 29, 2013, when Beyoncé's self-titled album sold 310,000 in its third week on the chart.

Notably, "Ultraviolence" captures the No. 1 slot even though Del Rey hasn't performed on American TV in more than two years. (Believe it or not, Del Rey's last U.S. TV performance was on March 22, 2012, when she appeared on Fox's "American Idol.") She is seemingly taking the less-is-more approach when it comes to promoting the album, having done only a handful of U.S. interviews. Her American publicity team points to three interviews in total: Fader, NPR and The New York Times. She has, however, released a number of music videos for "Ultraviolence" and toured in support of the album.

Still, her bypassing of the standard promotional rounds of singing on late-night talk shows and making radio station visits is out of the ordinary. One can theorize that the lack of visibility helps promote her overall mystique and, in turn, makes fans more curious about her album, her artistry and Del Rey herself. Look at how Beyoncé, Daft Punk and David Bowie all released successful albums in 2013 with similar less-is-more promotional schedules. Those three acts effectively let their music do the talking, with both Beyoncé and Daft Punk hitting No. 1. (Amazingly, Bowie still has yet to give a single interview about, or perform in support of, his "The Next Day album," which was released in March 2013. It debuted at a career-high No. 2 with 85,000 sold - his best sales frame since SoundScan started tracking sales, in 1991.)

"Ultraviolence" follows Del Rey's major-label debut album, "Born to Die," which Polydor/Interscope Records released in January 2012. It debuted and peaked at No. 2 with 77,000 sold in its first week (ending Feb. 5, 2012). Del Rey has also charted two EPs: a self-titled effort that hit No. 20 and "Paradise," which reached No. 10. "Born to Die" surpassed 1 million in sales earlier this year in February. Its cumulative total stands at nearly 1.1 million.


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