Under shipped, or under performed?

Did the TIs really “under ship” copies of Asher Roth’s Asleep in the Bread Aisle?

I saw the report the other day here at XXL, and I figured that may have been what happened. I know something similar supposedly happened with the new Joe Budden album. Padded Room ended up doing Little Brother numbers its first week out, but the Internet Soldiers were claiming that was because the label underestimated demand for it. I know there was that video of some Budden stan going to Best Buy and buying up every copy. Maybe that’s what happened.

The thought that 100,000 copies of Asleep in the Bread Aisle in stores wasn’t enough seemed reasonable, in that I was never sure what to think about Asher Roth’s real commercial prospects. On the one, I’ve rarely seen the TIs ride for an album like they are with Asleep in the Bread Aisle. And in an age when motherfucking Jadakiss, whose name is practically synonymous with “really shitty albums,” did over 130,000 his first week out, I figured that alone might be good for up to 300,000 in first week sales.

As I mentioned here the other day, I didn’t think the demand was really there. I don’t sense that a whole lot of people even know who Asher Roth is, outside of the kind of people who post on this site. And you guys can’t stand the guy. I don’t know if it’s because this site’s readership consists of a lot of white kids who feel they have to prove themselves by taking out a lame white rapper (which I wholeheartedly approve of, mind you), or a buncha broke black rappers pissed at how much support the TIs are throwing behind their nephew, or what. I should conduct some sort of a poll.

Still, if they only shipped 100,000 copies of Asleep in the Bread Aisle, as Asher Roth was claiming the other day, I could see how that might leave a few stans stuck having to cop the new Rawse or whatever. But then I saw where the report on Bread Aisle being under shipped has been updated to note that the album is only expected to sell somewhere in the neighborhood of 70,000 copies its first week out. I read somewhere else that it might actually be outsold by a new album by motherfucking Depeche Mode. The fuck?

If the TIs shipped 100,000 copies of Bread Aisle to stores, and it’s only gonna sell 70,000 of them, you can’t really say it under shipped, right? More like underperformed! Let me guess: The TIs took a look at first day sales, on the stoner holiday, and realized it was only gonna sell about 100,000 copies, so they came up with the story about the album under shipping, and a call was placed to Rob the Music Ed. But it turns out Bread Aisle might not have legs. Three days later, it looks like it might only sell 70,000.

In retrospect, I should have known something was up when Asher Roth was talking about how they didn’t want to ship too many copies of the album to stores, what with the state of the economy. Which strikes me as roughly tantamount to only putting so much on a light bill, pending the amount of next week’s pay check. As much money as they’ve spent promoting Bread Aisle, it shouldn’t have mattered whether they shipped 100,000 or 300,000 copies to stores the first week. Surely they were expecting to sell at least a million.

Maybe they were, right up until last week, then they saw my post from the other day and curbed their enthusiasm. The real question is: is it too early to crack open a bottle of J. Roget?

  • medski the prophet

    1st goddamit

    Yeah I’m ashamed…

    • RiZob

      i heard Asher Roth smashed the homie….

  • geico lizard

    One time didnt lupe fiasco blame best buy for his low record sales? Everybody has excuses and its never,”I made a shitty album thats why no one wanted to buy it.” Fans like the real eminem more than a guy doing a bad impersonation of him. This guy got more press than sarah palin so he cant blame anyone but himself for the low record sales.

  • Curtis75Black

    If there were still copies in the stores,then it underperformed. Nobodies asking if it sold out in the stores, only claiming they “Undershipped”, underestimating the “Fans Of Roth” but in what direction ?

  • Pierzy

    Undershipped? No.

    Underperformed? Hell yes.

    Who’s more disappointed – SRC, XXL or Asher himself?

    • Rob the Music Ed

      ahaha Pierzy you’re going HARD with the Asher hate. lol
      Tell ‘em how you really feel.

      • Pierzy

        What’s good, Rob?

        It doesn’t look like I’m alone on this one…

  • http://callmephlip.blogspot.com/ Phlip

    I have always been unimpressed with Asher Roth, quite frankly.
    The excuses have begun for his forthcoming first-week flop.
    “It undershipped, we’re in a recession”
    Is he not signed to one of Steve Rifkind’s boutique labels, as I would describe it. This, the same Rifkind who was over loud records in the Wu Tang, Big Pun, Mobb Deep and Xzibit, and shipped them AT LEAST gold… The same Loud that sold 3-6 Mafia platinum? The same Rifkind who has taken David banner and fraud-ass Akon to platinum status?
    I thought Asher was supposed to be the future? So many people were in love with him and promoting him to succeed because he happens to be pink as well?
    Undershipped?
    No, they were building in an excuse for the fact that he released on the same day as Rick Ross, who was assured to pwn him at the registers, no matter who the public thinks is in his little “feud” with 50.
    For the record, I am not buying either, I will DL them both for free and delete them after listening once or twice.

    • shone jones

      Yep!

  • giantstepp

    Who gives a shit!

  • latino heat

    am i the only one that thinks “Asleep In The Bread Aisle” is the lamest album name ever? what does that even mean? it must be a reference to him being white, right? either way fuck him and Ross. i’ll save my money till something that’s actually substantial drops.

  • Enlightened

    J. Roget is the shit.
    Fuck Cristal and all them expensive Champagnes.
    Give me two bottles of J. Roget Spumante and I’m good

  • PARIS PERSHUN

    FUCK SPUMANTE….. WHEN YOU TRYNA GET FUCKED UP .. THATS EXACTLY THAT… YOU TRYNA GET FUCKED UP…. ERK AND JERK (E&J) DOES THE TRICK EVERYTIME..

    BUT ON THE TOPIC ASHER SELLS MIGHT PICK UP…. I TRUTHFULLY DONT CARE TOO MUCH FA THE YOUNG MAN BUT ALOT O MUFUCKAS DO…..

    (LEANS BACK AND CONTINUES TO LISTEN TO “DEEPER THAN RAP”; RICH OFF COCAINE TO BE EXACT))

    • Enlightened

      Damn, homie. Naw, Spumante ain’t for getting fucked up. That’s the pop a bottle-get a little buzzed-celebrate- I’m feeling a little more upscale with my 5 dollars today-drink.

      I’m straight on that Hennessey when I’m trying to get fucked up. I started on that Erk before I graduated to the Hen though.

  • OG Matt Herbz

    Undershipped? No. Uttershit.

    This bullshit ass album ain’t selling no 200K its first week out, but it will eventually do those numbers. Know that niggaz will have stockpiles of this shitty music ready to forward to stores when their supply runs low. If I can fly Japanese bitches out to my house, fuck them, and have them back in Tokyo early the next morning, then these gay fake white niggaz supporting this shit can have CDs to store on time to deal with the “demand.”

    I ain’t buying it–literally or figuratively.

    –OG Matt Herbz–

  • Mario

    I got the album. all the haters need to open your fucking ears he’s spitting it better than 90% of the rappers out there. Bottom line- Quit being racist fucks just cause he’s white don’t mean he can’t rap rap is rap either you got it or you don’t. Now i’m Waiting on Kid CuDi hurry yo ass up.

    • jburg

      Co-sign. The album actually is pretty good. better than alot of bullshit that is out now cause he is talking about shit other than cars, and money. some of you cats need to stop the hate. I don’t get it anyways? what you mad at dude for?

      • Stevie B

        Race has nothing to do with it what makes me shit on dude besides the fact that he is wack is that there are other white rappers that spit better then him way better

        Necro
        Sage Francis
        R.A. Rugged Man
        Aesop Rock

        Asher can not fuck with none of them period!

        • chillin mayne

          blatantly nobody is gonna pay attention to wat u think, stevie B. since u clearly just contradicted urself in the same sentece…”race has nothing to do with it wat makes me shit on dude is that there are other white rappers that spit better than him”

          clearly you are a buffoon

  • El Tico Loco

    The album is probably decent, not gonna judge it I haven’t heard it. But XXL and whoever else pushed this dude on us so much that we just got tired of him before the album even dropped. The same is gonna happen with Drake, ya’ll just getting started with him but you’re showing signs of getting to dickride this clown too.

    • El Tico Loco

      signs of getting ready

      • Rob the Music Ed

        Who do you like?!?

        • Stevie B

          I think its safe to say that everyone likes Blu I have heard nothing negative posted about him ever

          And he really is dope and I think he is equip to sell a decent amount of records

          Promote him like you have been doing Asher

          Personally though Im just waitin for Nip Hussle and Clipse to drop

        • Victor

          Yeah Blu>>>>>>>Asher Roth man, easily. Below the heavens is a far better release and got next to no shine. Still xxl started well with the freshman 10, keep on with that steez. Didn’t Curren$y drop his debut? Where’s the coverage of that?

        • Stevie B

          Currensy’s album dropped on tuesday xxl gave very little support even though he is clearly a better emcee then asher

        • Rob the Music Ed

          I got love for Curren$y too! Shit, he was on the COVER!
          Blu as well. Ya’ll see what the future holds.

  • http://tonygrands.blogspot.com Tony Grand$

    I wouldn’t have even said anything. TI, Roth, whom ever I were, had I been involved with the project.

    I would’ve prepared the next single & continued to mass-hypnotize the unwitting general public with relentless propoganda like they’ve been doing all month.

    What’s the worse that could happen? The __,ooo copies that did get sold get brought back?

  • http://xxl All Dae

    Something smells fishy here…..
    Why would the T.I.s or current lable A & R pull Ashor into a meeting to tell him there undershipping his produt that they spent the last six month promoting? Then blame the economy?

    Noones buying it cause it leaked and Ashor is not spitting anything you’d want to hear more than once or haven’t heard better…

    I checked his joints and like his cut with Slick Rick. He’s a decent spitter just not my cup of tea when crusing or rolling trees.

    He may grow on me but a purchase…naw

  • http://www.myspace.com/emcdlthemusicprofile EmCDL

    Like I been saying before, haven’t heard anything from Asher other than that ‘I Love College’ single and I thought it was straight trash…but who knows how the rest of his album is, haven’t had a chance to hear it yet. I’ll probably end up borrowing it from someone to give it a listen, but I doubt I’ll buy it. I rather get the UGK album

  • Tyler

    If Eminem was really real wit’ it, he would tear this kids head off 4 the sake of Hip Hop. (cough, cough, biter) But we all know what’s really going on here, now don’t we. Free Masons, Skull & Bones, Loose Change but I digrest.
    Great post BoL. Thanks 4 exposing this chumpass pink boy. No Fishsticks unless they are in Asher Rot’s mouth. & it ain’t about color, homeboy just can’t rap like dat. I don’t care how much money & college marketing concept U put behind Dude. Wack is Wack. Vanglorious!

  • http://xxlmag.com kane corleone

    How u gonna graduate from e&j to henney? Lil homie that ain’t nothin step up to that Remy X.O. then get at a G….far as the whitebwoi the college song is aiiight don’t know bout the whole album tho I got that Ricky tho kinda slaps , 50 gonna have to move back 2 his grannys basement ,get the bulletproof vest out, cop that minivan again and finish dude off

  • $ykotic

    Ya’ll are missing the point. How do they know they undershipped already? The numbers haven’t come in yet. Hell it ain’t even the weekend yet!

    The demand is coming in higher than anticipated!

    He will probably be one of the few artists that as the weeks progress he will maintain sales without a significant dropoff.

    And I don’t even like shorty. Just looking at the BI…

  • http://www.myspace.com/songstar1 Songstar!

    never really got excited about Roth bol so the low numbers don’t come as a surprise to me.

    NOW “Usual Suspects” of Deeper Than Rap Is CRAZY

    GO NAS!!!!!!!

  • newyawka631

    ROB THE MUSIC EDITOR,WHY IS IT,I SUBSCRIBE TO THE MAGAZINE,AND I GET ABOUT 6 ISSUES AND U MUTHAFUCKAZ SENDING ME NOTICES SAYING,MY SUBSCRIPTION IS OVA,AND PAY $12 AGAIN.AND I DON’T WANNA HEAR DATS NOT YA DEPARTMENT……AND FUCK ALL DEEZ TIGHT JEAN WEARING RAPPERZ,U ROCK YA SHIT TIGHT,I AIN’T BUYING YA FUCKING ALBUM[AND YEA IM ONE OF DA FEW ON DIS WEBSITE DAT DOES THAT]FUCKING HOMOZ,COME OUT DA CLOSET…DATZ DAT “G” SHIT AZ IN GAY,FUCK ADDA HEA

  • DV8

    so I guess someone fell asleep in the shipping department….

  • Mario

    That was a good one DV8 but for real that album is one of the realist I have heard it should be playing in everyones stereo. like i said where is Kid CuDi’s Album.

  • http://www.get2knowpro.com leontheprofessional

    lol @ DV8′s comment. funny shit man…

    …but, i guess it just shows you how hard it is to make people buy into you — you have to be original, true to the craft your represent, etc. To me – Asher likes hiphop, but he’s not made from hiphop fabric and never was in love w/ the whole culture and the craft. And when he spits, he has an audible resemblance to the best white rapper on earth, Em. So, there’s a lot of things goin’ against the dude. I think he’s wack, personally. And, THERE IS NO SUCH THING AS ‘UNDERSHIPPING’ AN ALBUM. None. So excusing a lackluster performance is not the truth. The truth is – everyone saw thru the bullshit. Period. They heard the one song, saw the gimmick, and placed him in the Vanilla Ice category.

    Again – it’s society trying to give props to mediocrity. Homie is OK at best, Eminem was/is OUTSTANDING at EVERY aspect of rocking a mic… if you’re gonna be in the game and be white, you better learn to emcee, battle, slay tracks, and rock the crowd. See – they think hiphop/rap is so easy — and it’s funny they let Asher think it was too… haha. BUT OBVIOUSLY – it’s not.

  • poisenivy520

    dont bother with this shit buy the anticipated

    iamjuice.ning.com