"It feels like a digital age product. Most tracks only use one function of devices like theiPad, but videos on YouTube are one of the most popular ways to listen to music now – so people want the video as well," Mulligan said.
The album, called simply Beyonce, was trending on Twitter within minutes of its announcement Friday morning, and various different tracks made it onto Twitter's top ten global trends during the course of Friday.
The embrace of digital media is helping the music industry's slide level out. In 2012, global music sales rose for the first time since 1999, according to the International Federation of the Phonographic Industry (IFPI) – although they are still less than half the $38 billion earned at the industry's peak.
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Three albums in the top 50 bestsellers around the world last years old more in digital than physical formats: Coldplay's Mylo Xyloto, Of Monsters and Men's My Head Is An Animal and Florence The Machine's Ceremonials. And boyband One Direction's cracking of the U.S. was down in no small part to a savvy digital campaign.
"Record companies have transformed their business models over the last few years to embrace digital technology," a spokesman for IFPI told CNBC.
"Record companies' continuous investment in new music is also helping drive the broader digital economy, attracting audiences to platforms such as Facebook, Twitter and YouTube."
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