Platinum's rarity as a metal has caused advertisers to associate it with exclusivity and wealth. "Platinum" debit and credit cards have greater privileges than "gold" cards. "Platinum awards" are the second highest possible, ranking above "gold", "silver" and "bronze", but below diamond. For example, in the United States, a musical album that has sold more than 1 million copies, will be credited as "platinum", whereas an album that sold more than 10 million copies will be certified as "diamond".
|In 1976, RIAA introduced the platinum certification, first awarded to Johnnie Taylor's single, "Disco Lady", and to the Iron Butterfly album, In-A-Gadda-Da-Vida. As music sales increased with the introduction of compact discs, the RIAA created the Multi-Platinum award in 1984.|