Soulja Boy’s camp blames Interscope Records for Low Album Sales

Boi-1da and Soulja Boy’s Team Blame Interscope for Flop

Soulja Boy Tell ‘Em is no stranger to chart-topping hits, viral dances, or platinum plaques. But now, just weeks after the release of his third studio album, The DeAndre Way, the SODMG leader is facing one of the biggest career setbacks to date. The album has shockingly sold just over 13,000 units in its first week, debuting at No. 90 on the Billboard 200. The disappointing numbers have ignited internal frustration within his team, who are placing the blame squarely on Interscope Records.

According to key voices in Soulja Boy’s camp—including high-profile producer Boi-1da—the lackluster rollout and dismal promotion are to blame for the underwhelming response. And they aren’t alone in that belief.

Retail Placement Problems Cited by Producer Boi-1da

In a recent interview with VIBE, Boi-1da—who produced the album’s third single, “Speakers Going Hammer”—voiced his frustration. He recalls walking into multiple retail stores and not being able to find Soulja Boy’s album in the new releases section. Instead, it was buried in the back. Meanwhile, he says artists like Rihanna and Justin Bieber dominated the prime shelf space. So, Boi-1da places this blame on Interscope.

“I don’t think they pushed that project out properly,” Boi-1da said. “I couldn’t even find the album in stores. The average fan is not going to dig in the back for it. It should have been in the front with the rest of the new releases.”

This issue of retail visibility is seen as a major factor behind the low sales. For fans used to instantly grabbing new releases, having to hunt down an album—especially one by a younger artist like Soulja Boy—is more than just an inconvenience. It’s a deterrent.

From Platinum Debuts to Double-Digit Drops

Just three years ago, Soulja Boy’s Souljaboytellem.com debuted with over 117,000 units sold in its first week. However, it fueled by the viral success of “Crank That (Soulja Boy).” His 2008 follow-up, iSouljaBoyTellem, opened with 46,000 units, securing a Top 50 Billboard debut.

Fast-forward to 2010, and The DeAndre Way has stumbled out of the gate, posting numbers far below expectations. The contrast is stark, and the blame is now turning inward toward the label that helped launch his career.

The album’s first-week sales of 13,360 copies raise difficult questions: Has Soulja Boy’s momentum stalled, or was The DeAndre Way simply mishandled?

Game Weighs In on Twitter

Soulja Boy’s low numbers didn’t go unnoticed by his peers. Rapper Game took to Twitter shortly after the SoundScan numbers were released, expressing disbelief at the poor performance.

“Can somebody tell me if it’s a FACT that my n*gga @souljaboy only did 13,000 units??? I don’t believe that for one second,” Game tweeted. “That’s like a n*gga that can’t bench press his own weight.”

While Game later turned the conversation toward promoting his own upcoming album The R.E.D. Album, his tweets reflect the hip-hop community’s collective shock at Soulja Boy’s sales figures. For an artist with millions of social media followers and multiple hit singles, the disconnect between online presence and retail performance is hard to ignore.

Was Interscope Focused Elsewhere?

There’s a growing belief among Soulja Boy’s supporters that Interscope’s attention has been focused more on other acts. It’s a familiar narrative—one that even 50 Cent brought up back in 2007 when he felt his album Curtis didn’t receive the push it deserved. At the time, Interscope’s efforts seemed directed toward their younger, viral star—Soulja Boy.

Now, three years later, Soulja Boy finds himself in a similar position—feeling sidelined by a label that once went all-in for him. Instead of receiving the industry muscle typically applied to a high-profile release, The DeAndre Way quietly arrived in stores with minimal promotional support.

Album Features and Singles Fell Short

Despite collaborating with A-listers like 50 Cent (“Mean Mug”) and releasing commercially viable singles like “Pretty Boy Swag” and “Speakers Going Hammer,” the project didn’t build the momentum fans and industry insiders expected.

“Pretty Boy Swag” charted respectably and even earned a gold certification, but subsequent singles failed to gain significant traction. The second single, “Blowing Me Kisses,” and third single, “Speakers Going Hammer,” didn’t ignite the same viral energy that defined his earlier hits.

Soulja Boy also revealed plans for his book, Teenage Millionaire, to be released alongside the album. But with poor coordination from the label, even that rollout suffered.

Boi-1da and Others Defend Soulja Boy’s Effort

It’s important to note that no one within Soulja Boy’s circle is accusing him of not working hard. Boi-1da and other collaborators have praised his commitment and studio work ethic. The general consensus is that The DeAndre Way deserved better treatment—especially given how much Soulja Boy put into its production, features, and content.

“All the people that I know that were on the album too said the same thing,” Boi-1da added. “It just wasn’t placed properly.”

The sentiment echoes a frustration many artists face when their work is lost in the shuffle due to poor distribution, weak retail presence, or insufficient label backing.

Soulja Boy Stays Focused Despite Setbacks

While the commercial failure of The DeAndre Way is a tough pill to swallow, Soulja Boy remains undeterred. He has not publicly lashed out at Interscope, but his team’s commentary speaks volumes. For now, he’s keeping his head down and continuing to work on new music and upcoming tour dates. Whether or not he re-ups with Interscope remains to be seen.

Despite the dip in sales, Soulja Boy’s influence on the digital era of hip-hop remains undeniable. From pioneering viral music marketing to cultivating a massive online following, his blueprint is one that many artists continue to follow.

Conclusion: A Cautionary Tale for Labels and Artists

The story behind The DeAndre Way serves as a cautionary tale for both major labels and artists alike. Visibility and proper placement matter just as much as the music itself. An album can feature major collaborations and strong production, but without the infrastructure to support it—distribution, retail placement, and marketing—it risks falling short.

Soulja Boy’s team has made it clear: he didn’t fall off—he was failed by the system. Whether Interscope will make things right or Soulja Boy moves in a new direction remains to be seen. But one thing is certain: fans, artists, and industry watchers are all paying attention now.