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With some forecasts putting Bruno Mars’ first-week number as low as around 125k-175k, many observers are expressing surprise—if not outright shock—at the low number for what was once expected to be a Q4 monster, with some attributing the situation to Mars’ acting as his own manager. The ultra-talented, highly charismatic artist will have a series of high-profile TV looks leading up to his Friday release, including the AMAs, 60 Minutes and Carpool Karaoke, which may spike 24k Magic’s performance to something more, well, 24-karat. Might we also see deep discounting at retail and DSPs to help push the total higher? It’s certainly fair to say that an established artist manager would be pulling all available levers. Stay tuned.

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