XXcLusive: Asher Roth Confirms Album Rumors, “It Under Shipped”

 •  XXL Magazine  •  by XXL Staff  •  63 Comments

So far XXL Freshman Asher Roth is number one with a digital bullet. But while the Morrisville, PA native’s debut Asleep In the Bread Aisle currently holds the top album spot on iTunes, the overall tally at traditional retail outlets may tell a different story.

Rumors have run rampant that Roth’s parent label Universal drastically underestimated sales of the rap rookie’s disc and only shipped around 100k to retail, not that Asher is the least bit worried. “Yeah it did, it did, it under shipped,” he revealed in an exclusive XXLMag.com interview. “[But] A lot of our following is digital as well, so it was hard to really gage what they were going to do,” he said in defense. “We also don’t really want to over ship, especially in this economy. We’re all right, we’ll get it out there. People will get the CD.” [Watch below]

In other Asher news, the rapper performed to a sold out crowd at the Blender Theater in NYC yesterday night (April 21). It wasn’t all love though, as a rumored “unknown” rapper attempted to physically attack Roth and an associate before he took the stage. The skirmish was immediately broken up and the assailant was escorted out of venue. “You know you’ve made it when somebody pays $30 to smack you in the face,” said Roth to the full-throated crowd.

With the drama behind him, Asher opened with the fan favorite “Lark On My Go-Kart,” rocked with Beanie Sigel on “Perfectionist” and closed the show with the ever popular “I Love College.” – Rob Markman

Update: HitsDailyDouble.com posted their sales projections for Asleep In The Bread Aisle, putting it in the 70-80,000 ballpark. Rick Ross is expected to debut at no. 1 with his third Def Jam release, Deeper Than Rap, to debut at 150-160K. 

[video:http://www.xxlmag.com/uploads/video/files/4_09_qn_ashershipping.flv l]

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  • ceasar

    FIRST!!!

  • zayzkidd

    Who is this dude, what hit did he make? Eminem is back, rap don’t need him.

    • http://yannoisbeamin.tumblr.com YannO

      That was NECK.

  • Jriggs

    Well, the situation is what it is. They undershipped. I figure sales would probably be around 150-200k the first week for this cat. With the strong digital following he will probably do well the first week. He is not a bad MC at all. Needs a little polishing, but not bad. Some of the content on the album was a little juvenile, but standout tracks such as “Lark On My Go Kart” and “As I Em” shows a little promise in the future for him. The best thing about the album was the production.

    • jburg

      You right dude is an alright MC. you can hear potential in him. the cd is dope. That song “fallin” is pretty hot. if you are around his age, (I’m 24) you can relate to some of the shit he is talking about dealing with school and the music that came out in that time.

  • corlione39

    BOO HOO!!! WHO CARZ BOOT THIZZ CRACCA WIT NO SKILLZ!!! FUCC THA ONLY REEZON HE STILL ROUND IZ CAUZE HE PROLLY KNOZ SUMJUAN WHO KNOZ SUMJUAN WHO KNOZ SUMJUAN THATZ TRYN 2 UZE THA CRACCA CARD FUCC THIZZ DUDE SUXX AZZ!!!

    • KSA1001

      Quite possibly the most ignorant post on this site..and that’s is saying something.

    • todd

      i hate black ppl who one talk exaclty how u talk like learn english read a book once in a while and two trash asher roth because u know u sit on ur corner and have rap battles ur just pissed ur a no body and this white dude from the burbs is killin the game while u sit at home and wish u were more like him…. hi hater hi hater

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

    Ok, come clean fellas!!

    Which you of y’all cats tried to snuff Ash?

    Pierzy?!?………………

    • Pierzy

      It wasn’t me but I’d pay A LOT more than $30 to take a swing at him. I might even sell a kidney or two…

      “Undershipped.” I think his dad’s sperm undershipped on him………

      • $ykotic

        Hell I thought is was you!

      • Pierzy

        Wouldn’t it be great if next month, when he’s on the cover of XXL, there’s this headline: ASHER ROTH OPENS UP!

        “Yeah, the album undersold and underperformed because I’m REALLY overrated.”

        • jburg

          what up homie!! Why you downing my dudes. At first I didn’t really care for the dude. but I went out and copped the cd taking a chance and its pretty hot. you my dudes so I ain’t gonna get all on that, you a hater shit!! LOL!!! I will leave that shit for Thicky Sauce’s bitch Rword!!!

  • Mikey F Baby

    Everyone should say that everytime they release an album. It undershipped. Foolproof against all bad sales weeks….Roth is a faggy

    • me

      Read the article he is # 1 on iTunes hater!

      • RiZob

        anything “new” gets to number 1 on iTunes….next week something else will be there…iTunes is not a very accurate gage…its always bullshit that litters their top 10…so don’t get too excited….

  • Mutada al sader the king

    Here come the excuses give me a fucking break,. That dude that AsherEM blew to get a deal what ever his name is the dude who signed WU, KNOWs DAMN WELL THEY DID NOT “UNDER SHIP”,.. Thats just code for, “at mid week (with and extra day), he is not doing the numbers we expected and we have to cusion the landing”.

    Go get that DTR

  • Pierzy

    What up Tony…

    It wasn’t me but I’d pay A LOT more than $30 to take a swing at him. I might even sell a kidney or two…

    “Undershipped.” I think his dad’s sperm undershipped on him…

    • Pierzy

      Sorry for the duplicate…

      • me

        You don’t got $30 thats why your selling your kidney and you would get knocked out anyways.

      • Pierzy

        Asher Roth’s leaving comments under “me” now? Damn…your buzz wore off quick!

        • http://bones_42@hotmail.com Doobie42

          real lame fuckin response Pierre…

        • Pierzy

          Damn, my bad. They can’t all be home runs.

  • Mutada al sader the king

    Asleep In The Bread Aisle, putting it in the 70-80,000 ballpark. Rick Ross is expected to debut at no. 1 with his third Def Jam release, Deeper Than Rap, to debut at 150-160K.

    ^ Yep bitches, YEP..LOL

    • venemez

      Asher will sell more than officer Ross no doubt.

  • RiZob

    “Undershipped” is the biggest cop-out when artists dont sell well…take your L like a man and keep it moving….

  • OG Matt Herbz

    I’m sorry, but the only rumors I’ve heard about this album is that it sucks ass…

    –OG Matt Herbz–

    • RiZob

      ~*-Co-sign-*~

      • Pierzy

        Hell yeah co-sign

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

    I see it as; “for all the hype we created for this guy, even WE didn’t believe he’d be anything special…”

    • $ykotic

      So true!

      But it also says that the demand is way higher.
      They’re crying undershipped way before the numbers come out.

  • dj rod

    With all the overhyped promotion ashley roth got,this bitch should be platinum.
    The song gets played every hour on the hour and the staff at xxl blows him everyday.

  • Yayza

    First week sales mean shit all in the longrun anyways.

  • PARIS PERSHUN

    DONT REALLY SEE THIS SHIT AS NEWS….. PEOPLE GET THEY SHIT UNDERSHIPPED ALL THE TIME…… GUESS XXL FELT THEY SHOULD SAY SOMETHING TO MAKE SURE THAT NEXT CHECK WAS STILL GON’ BE THE AGREED UPON AMOUNT….$$$$$

  • PARIS PERSHUN

    DONT SEEM LIKE NEWS TO ME……. NIGGAS GET THE SHIT UNDERSHIPPED ALL THE TIME…… GUESS XXL FELT THEY SHOULD SAY SOMETHING TO MAKE SURE THAT SECOND CHECK WAS STILL GON’ BE THE AGREED UPON AMOUNT…..$$$$

    • dj rod

      COSIGN.
      MESSAGGGGGGGGGGGGGGGGGGGGGGGGE!!!!!!!!!!!!!

  • http://www.xxlmag.com 14snipez

    I knew I wasn’t blind when I didn’t see the Asher cd at da store. N know I kno why.

  • iLL_G

    damn. all the comments are just hate, hate, and more hate. lol u’d think it was bitches commenting damn. let the fuckin kid get his money.

    • $ykotic

      No hatred. I actually expect shorty to outsell Ross.

      But you reminded me about something…

      Where’s Hate, Hate and more Hate?

  • Dark vanilla

    shit is better than deeper than cavity search…

  • Tre83

    Dude is more lyrical than Ross. I aint buyin either album any got damn way!

  • Beast McCoy

    Why do all these mofos got their panties in a bunch over this kid? So what he drops an album that isn’t the same old superthug, pimpbot, tightpants, backpacker shit! Guess what I could careless if he sells 1 or 1 million the only thing I want to know is would these mofos be as “offended” if this dude wasn’t white. Now I can’t lie I don’t see what all the hub-bub is about but DAMN these cats are acting like this dude made an album dedicated to his love of molesting kids. No one is making you buy this album! I don’t see his ass on my TV! I don’t see his poster around the corner from where I live. And for heaven’s sake get Em’s dick outta ya mouths. There are more white rappers than just him that can flow. So please stop with the damn comparisons. This always makes me think would anybody gave Em I chance if he wasn’t co-signed by Dr. Dre. I am willing to bet if DJ Premier or Lord Finesse [or any Producer with platinum plated respected] had discovered him [Asher] – half of these kids would be singing a whole ‘nother tune. This is about making good music. I don’t care if you’re a blind pakistani/cuban refugee confined to a wheelchair – IF I LIKE YOUR MUSIC – I LIKE YOUR MUSIC. Just come from the heart with it. As for Asher, I haven’t heard anything special from him SO GUESS WHAT – his album will be just another album on the shelf in the store until I hear otherwise. Sitting right there with hundreds and thousands albums that I will never buy EVER.

    • Pierzy

      As someone that is white, I want to see white emcees do well but not just any white emcee. There are a ton of white dudes that can spit…we just feel like this site has been propping this kid up from day one and last week – when his album was getting ready to drop – he was in every post and news story. Has nothing to do with race.

      And you’re right about one thing – it’s about making good music but in my personal opinion, this kid doesn’t.

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

        “it’s about making good music but in my personal opinion, this kid doesn’t”

        Co-sign that, P.

        I don’t think it’s so much that it’s a race issue. People seem to really be in a place where they’re looking for some good music to come out. Just look around @ what’s being offered. Btw, Deeper Than Rap is worth checking out, y’all…..

        The fact that Ash is white is just novelty; a target to shoot at because he’s been force feed to us intraveneously. Skin hue has no bearing on talent. Apparently, he has some sort of skill, with all the push he’s getting. But, we’re almost being bullied into thinking he’s a good artist. Black, white, purple, lavendar, people generally fight back when they’re being “forced” to do something.

        It’s kind of like he’s the new kid on the block & everybody’s going to pick on him automatically. Time will tell if he’s worth the hype. Until then, this is just part of the machine that is “Hip Hop”. Next month, it’ll be someone else.

        I always say “there’s no such thing as bad publicity”.

        Hell, if 50 hadn’t gone in on Ross so tough, I damn sure wouldn’t have bought DTR today…..

  • jayjay

    ross is so fake he is whats wrong with rap. He’s like a made up character was co no he a drug kingpin lables need to do their homework.

  • http://msn Braveheart

    This wee turd needs shipped off soon because in a month or two this shit will be in bargain basement bins everywhere and still not sell!
    WACK!

  • tommy gunz

    i think everybody missed the main point of this article….

    DEEPER THAN CRAP…150K first week

    HAHAHAHHAHAHAHAHAHAHAHAHAHAHAHAHAHAHA!

    FAILFAILFAILFAILFAILFAILFAILFAILFAILFAILFAIL

  • escobar9300

    Asher definitly shows alot of potential, and I think he could be pretty solid with time. Some of the material is pretty silly and on some college kid shit, but I cant say Im not impressed. He definitly has potential to be good.

  • Monotone

    The only numbers Officer Ricky is toppin out at are the ones on his scale!

  • IndyKid

    I love to see everybody on here as soon as the thread gets posted just tearin into this dude. It’s hilarious cuz you guys have been sayin he’s never gonna sell ever since his mug came up on the cover. Now he’s puttin up numbers like number one on itunes. It’s just funny to me to see all you haters backtracking and swallowing your stupid statements. ‘What? I never said he wouldn’t sell. I just said he wouldn’t sell.’ I’m crackin up right now

    You know who ya’ll are

    Indy

  • dark vanilla

    Who the fuck is buying this joke? Stupid white people? C’mon, if this guys successful, this will give more of a reason for other horrible artist to screw up hip hop even more. Only white rapper with talent is Eminem, and I got respect for Em. The title to Roths album is lame.

  • Curtis75Black

    They undershipped for a reason Ya’ll, So he can selllout in the the stores !! Make it seem like it was hotter than it actually is. Funny thing is, The cd is still in the stores. I always give peeps a chance so, I won’t be buying it yet but will check it out.

  • Tony Tone

    Funny thing is that this dude is out selling rick ross in i tunes.If the statement about undershipped is true hes gonna out sell rick ross in stores also when they can ship more discs to the stores!in that case rick ross is the biggest loser of the universe.

    dark vanilla says:

    Who the fuck is buying this joke? Stupid white people? C’mon, if this guys successful, this will give more of a reason for other horrible artist to screw up hip hop even more. Only white rapper with talent is Eminem, and I got respect for Em. The title to Roths album is lame.

    Dark vanilla must have forgotten that the same stupid white kids buying kanye west,lil fag`s and all them other artists also.White teen people is the biggest market for rap hip/hop artists…so the same stupid white people you so much hate buy`s the shit you cant affort!!! I downloaded rick ross album,it was goog,few great songs,no way it was classic!!!!!!same type of track after track so it wasn`t great at all…kinda boring

  • james dean

    Well……He has a buzz right now….Some of you say that you don’t agree with his music but bottom line…ON EVERY HIP HOP SITE…he is being talked about, love/hate w.e…the buzz is clearly there and that’s what the labels see….you guys so disgusted with asher roth so much that you blast off about it on Interscope’s magazines website…you’re just fueling the fire……

  • nicky j

    the album was actually a bit surprising…i downloaded it off itunes the day it came out since it was so cheap and it’s actually got a decent number of conceptually crafted songs. lion’s roar with busta rhymes is like that. a couple others. i think the college song is the worst one, but look how he got his buzz on (no ‘mo) with that track. whether u respect him or not as a rapper is on u but u HAVE to respect the moves he made in the past year.

    fact: ASHER ROTH IS THE BIGGEST CELEB OF XXL’S NEW DRAFT CLASS.

    (Wale is the best, by far in my opinion, but Roth is the star right now)

  • http://MYSPACE.COM/KINSNSPACE KIN CAMELL

    PAECE,FROM THE BAY!

    SKIN TONE DOES NOT DETERMINE HOW YOU ROCK A MICROPHONE
    ASHER=COOL

    COME VIBE;
    KIN CAMELL(GOOGLE THAT)

    PEACE TO YOU & YOURS

  • Nate

    Rizob- go to some stores and find them sold out of Ash- I went to some big name stores where the buyers didn’t think he would sell big, and he sold out in the first couple days.

  • Nate

    Tony Tone likes to buy his album (one a year) when it has a TITLE he likes….

    It took him (no he doesn’t get it yet) some time to figure out Asher’s “WHITE BREAD” title..

    That’s STUPID!! I don’t GET him…. He’s not GANGSTA.. so he’s not GOOD…

  • tony Tone

    Nate says:

    Tony Tone likes to buy his album (one a year) when it has a TITLE he likes….

    That`s were you`re Wrong.,i don`t buy…i download from the internet for free.Why support artists like ross for telling coke lies.

    It took him (no he doesn’t get it yet) some time to figure out Asher’s “WHITE BREAD” title..

    hahaahaaaaa,Lol

    That’s STUPID!! I don’t GET him…. He’s not GANGSTA.. so he’s not GOOD…

    Nuff said….Nate why are you mad?or are you dark vanillas homolover,do you like stick your tongue in his glory hole?or are you just rick ross in undercover job trying to justify your C.O past and the fact your losing WHITE boy?

  • nellz

    idg the hate. half of you haven’t even heard the album, and most of you can’t even relate to what he’s speaking about. I know a lot of you can’t understand shit unless there’s some line’s about coke, or uzi’s and shit.

    That being said album is ok. i skip 2 or 3 songs. He doesn’t flex his lyrical ability as he did on his mixtape.

  • 92FS

    IT WAS COPYWRITE! LOL. WOULDN’T SURPRISE ME IF IT WAS COPYWRITE THAT TRIED TO SNUFF HIM THOUGH.

  • Pingback: XXLmag.com - » Wale Sells 28K in First Week, Manager Claims LP Was Under Shipped

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