Forbes reports Billie Eilish album milestone

Billie Eilish’s “Hit Me Hard and Soft” is still adding chart weeks more than two years after release. Forbes reported on May 23 that the album had reached a new commercial milestone in its run, citing its continued presence on major rankings. Official Charts data shows the set at 104 weeks on the U.K. (forbes.com) Official Albums Chart, where it peaked at No. 1 after its May 17, 2024 release. Billboard-related reporting from Forbes last month also showed the album hitting 100 weeks on the Billboard 200 in the United States. (officialcharts.com) The milestone extends a run that has kept the album visible across multiple formats and markets. (officialcharts.com) Official Charts says the album has spent 32 weeks at No. 1 in the U.K. and 104 weeks inside the Top 40 there. Forbes’ April 25 report said the same title had also reached 100 weeks on Billboard’s Top Rock & Alternative Albums and Top Alternative Albums charts. ### Which milestone did Forbes point to this time? Forbes reported on May 23 that “Hit Me Hard and Soft” had reached a fresh milestone in its chart life, framing it as another sign of the album’s durability. The Forbes item itself was brief, but the underlying chart picture is clearer in the public data: Official Charts currently shows 104 weeks on the main U.K. albums ranking. (forbes.com) Official Charts says the album first entered the ranking in May 2024 and remains present as of the chart week ending May 21, 2026. The same page lists a No. 1 peak and a continuing chart run across more than 100 weeks. (officialcharts.com) ### How strong was the album at the start? Official Charts said on May 24, 2024 that “Hit Me Hard and Soft” gave Eilish the biggest opening week of her career in the U.K. with 67,100 chart units. That total was higher than the opening of her debut album, which Official Charts said started with 48,400 units. Billboard reporting from the album’s release week also showed a large opening in the United States. (forbes.com) Billboard said in 2024 that the album debuted at No. 2 on the Billboard 200 with 339,000 equivalent album units, including 191,000 in traditional album sales and 90,000 vinyl copies sold. (officialcharts.com) ### What makes this run unusual? Official Charts data shows the album has not just lingered but stayed highly placed for long stretches. The page lists 61 weeks in the Top 10, 93 weeks in the Top 20 and 104 weeks in the Top 40. (officialcharts.com) Forbes wrote on April 25 that the album became Eilish’s fourth project to spend at least 100 weeks on the Billboard 200. That report also said “When We All Fall Asleep, Where Do We Go?” had reached 360 weeks on the chart and “Happier Than Ever” had reached 230, placing “Hit Me Hard and Soft” inside a broader pattern of long-running catalog performance for Eilish. (billboard.com) ### Is this only a U.K. story? Forbes’ earlier chart report indicates it is not. The April 25 article said “Hit Me Hard and Soft” reached 100 weeks simultaneously on the Billboard 200, Top Rock & Alternative Albums and Top Alternative Albums charts in the United States. (officialcharts.com) Official Charts also shows the album’s U.K. run was supported by multiple songs from the project. “Lunch,” “Chihiro” and “Birds of a Feather” all entered the U.K. singles chart in release week, and “Wildflower” later became a fourth Top 40 hit from the album, according to Official Charts. (forbes.com) ### What comes next for the album’s chart run? Official Charts updates the album’s weekly total each chart cycle, and the current listing shows “Hit Me Hard and Soft” still active after 104 weeks. Billboard’s album rankings will show whether the record adds to its 100-week U.S. total in the weeks ahead. (officialcharts.com) (forbes.com)