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For 5SOS, Stardom Came before Album

First published on http://www.morningstar.com

Australian rock band 5 Seconds of Summer has secured more preorders for its debut album, out next week, than any other artist in the history of the world’s biggest record company, Vivendi SA’s Universal Music Group. The teenage quartet’s secret to drumming up the record-breaking demand: They went on a world tour first.

Thanks to a new generation of music fans unfazed by the poor sound quality of smartphone recordings and YouTube videos–plus a lucky break opening for British boy-band One Direction last year–the Aussie punk rockers were able to build much of their combined 15.4 million-fan Twitter following before even releasing their first record in the U.S. The four-song extended-play album, “She Looks So Perfect,” has sold nearly 300,000 copies in the U.S. since its April release, according to Nielsen SoundScan, while the band has sold nearly 2 million digital singles here.

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