Justin Timberlake’s ‘The 20/20 Experience’ Hit Number One On Billboard, But Does It Deserve It?

Justin Timberlake's "The 20/20 Experience" hit number one on the Billboard Hot 200 Albums chart this week.

Justin Timberlake's Timbaland-produced album sold 968,000 units to end the week on the top of the charts.

"20/20" is Timberlake's second number 1 album, and marks his best sales week ever. His newest album follows 2006's "FutureSex/LoveSounds," which topped the Billboard list with 684,000 units.

Timberlake's latest album's rapid ascent up the charts is an accomplishment, although not unique. A number of other artists have released albums that have gone platinum in a week, including Justin Timberlake's boy band 'N SYNC.

'N SYNC's "No Strings Attached" sold 2.4 million copies. Just last year, Taylor Swift's "Red" sold 1.2 million copies within one week of its release.

Both Timberlake and Swift have dealt with corporate sponsorships to help promote their albums, which have contributed to their impressive sales numbers. Both worked with Target, and Timberlake can be seen frequently on Bud Light commercials on television.

Sources told Billboard Magazine that Apple's iTunes Store sold the most units of "20/20" as digital sales; Target was second.

Target was the only retailer that carried the exclusive version of the album, which included two bonus songs unavailable anywhere else. Target fulfilled its end of the deal with Timberlake by frequently airing commercials promoting the album.

To promote the album prior to its release, Timberlake hosted and performed on Saturday Night Live on March 9, and appeared every day for a week on Late Night With Jimmy Fallon.

Despite the album's impressive sales, it hasn't been favorably received by critics. Major publications The Guardian, AllMusic, Slant, The New York Times, and USA Today all gave the album mediocre reviews, some calling it a failure.

Forbes writer Michele Catalano explained how such a contradiction of album sales and reception could be possible. She said, "I can't help but feel that the only reason I find [20/20] lacking is because the in-your-face marketing blitz of not only 20/20 but of Justin Timberlake, the icon, put on it a pre-measured standard it couldn't possibly live up to."

So perhaps the intensive marketing campaign, although boosting the album's sales, alienated fans and consumers of the album by overexposing them to Timberlake and his music. Regardless, Justin Timberlake is sure to remain in the public spotlight for a long time. 

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world news
Justin Timberlake
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