Since its release three years ago, Diamonds has sold 679,846 copies (372,664 from streams) and finished 2020 in ninth position on the overall albums chart, according to the Official Charts Company.
Elton has 31,375,467 Spotify monthly listeners, helping to maintain interest in the collection of hits. In fact, it's set for another Top 20 finish this week.
Orla Lee-Fisher, EVP of strategic marketing at Universal Music Group International, told Music Week how Sir Elton became a streaming star.
Asked about how big a global success Diamonds has become, Orla replied: ''It's incredible. It obviously coincided with the Farewell Yellow Brick Road tour and also Rocketman, so it's been a pretty incredible journey for the last few years. It still stays in the top of the charts most weeks as well, so it's an ongoing campaign with Diamonds and Elton's catalogue. It's something that we've consistently worked over the last three-and-a-half years. Then there's the work he does with other artists such as Gorillaz, and his autobiography coming out in paperback. We're always working at driving the catalogue and driving these great songs.''
Asked if there's now a new generation of devotees, the answer was: ''Definitely. I think at the beginning of the Diamonds release, it was very physical. Then with all the activity that we undertook at the time and going into Elton's 70th birthday, we had a huge focus oh streaming across all our partners. We've continued that relationship that we forged in the last few years. Now it is predominantely a streaming, rather than physical, release. He obviously has his Rocket Hour that he does as part of his Apple Music partnership as well, so we have great relations with them.''
As for what's in store for 2021, ''there will be anniversaries. We're about to enter 50th anniversaries of a lot of Elton's big tracks. There are always some big events that would be big for any artist. But for Elton, he's got multiple moments that we work to celebrate.''