Taylor Swift’s latest album, “Midnights,” may not have pleased all of her indie-folk fans, but its release week saw it smashing sales and streaming records. The album dominated the Billboard Hot 100 chart by securing all ten top spots. This marks Swift’s tenth album as her most successful yet, breaking the record for the largest overall album sales in a single week by equivalent album units in just four days. Berklee College of Music’s music business professor, George Howard, commented on Swift’s achievements, stating, “The numbers don’t lie. She’s more popular than ever. She has a way of captivating a large number of fans and creating a frenzy like no other.”
Five years ago, Taylor Swift’s album “Reputation” set a record for the highest U.S. sales week for a traditional album, selling 1.216 million copies. Surprisingly, her latest album “Midnights” surpassed this record in just four days. Despite Swift’s previous albums being successful, her streaming numbers have consistently increased over the years as the streaming industry has grown. Last fall, “Red (Taylor’s Version)” amassed 90.8 million streams on its release day, breaking Spotify’s record for the most-streamed album in a day by a female artist. With “Midnights,” Swift once again surpassed her own record with 185 million streams on release day. What sets “Midnights” apart as Swift’s biggest success yet, and why did it take her four more albums to break her own record? During her acceptance speech at the VMAs in August, where she won Video of the Year for “All Too Well (10 minute version) (Taylor’s version) (from The Vault),” Swift shocked fans by announcing the release of her new album “Midnights” on October 21. Fans anticipated another re-recording of her previous album, following the pattern of her last two albums: “Fearless (Taylor’s Version)” in April 2021 and “Red (Taylor’s Version)” in November 2021. The unexpected announcement of a new album at an awards show, a departure from her usual release strategy, generated significant excitement around “Midnights.” Despite this new approach, Swift also incorporated elements from her past and previous successful strategies, setting a new standard for herself.
After a year away from the spotlight due to a public feud with Kim Kardashian and Kanye West in 2016, Swift is now making a comeback on social media with her loyal fans, known as ‘Swifties’. During her hiatus, Swift not only stopped making public appearances but also took a break from social media altogether, leaving her fans shocked. Before the release of “Reputation,” Swift even deleted all her social media posts and unfollowed everyone, hinting at a new era with a video of a snake. While she slowly started posting again with the release of “Reputation,” her social media presence was not as extensive as it used to be. Gone were the days of cat photos, fan interactions, and witty comments on her social media accounts. Even with the surprise releases of “Folklore” and “Evermore,” Swift’s social media activity was minimal. Now, as she returns to social media with ‘Swifties,’ fans are eagerly awaiting her updates and interactions once again.
Swift’s announcement of “Midnights” marked a shift in her social media strategy from a more low-key approach. Following the surprise at the VMAs, Swift kept the hype alive in the seven weeks leading up to her album drop. She shared behind-the-scenes glimpses of the album-making process and even started a series of nightly TikToks titled “Midnights Mayhem With Me,” where she unveiled track titles one by one. Fans were instantly transported back to 2015 as Swift began posting almost daily and engaging with her followers. According to Howard, Swift’s clever marketing tactics involve maintaining a certain distance from her fans while still creating a sense of connection by dropping hints and clues, making it feel like a two-way conversation.
Blending vinyl and collectibles Taylor Swift recently launched an extensive range of merchandise to coincide with the release of her album “Midnights,” sparking a surge in sales of vinyl albums, usually associated more with niche music genres than mainstream pop stars. In addition to $75 hoodies, fans can purchase four vinyl albums in different colors with unique cover art, priced at $30 each. When the albums are aligned together, the back covers form a clock striking midnight. A special “Taylor Swift Midnights Vinyl Clock” combines all four albums to create a working clock, making it a must-have collector’s item for her devoted fans, known as Swifties. Swift set a new record for vinyl album sales by selling nearly 500,000 copies on release day, surpassing Harry Styles’ “Harry’s House” first week sales threefold. Luminate, the entertainment data company behind the Billboard charts, revealed that “Midnights” had the biggest sales week for a vinyl album since tracking began in 1991, showcasing the resurgence of vinyl sales. Luminate’s “U.S. Midyear Report for 2022” showed a 27.4% increase in sales of current vinyl albums (less than 18 months old), while sales of catalog vinyl albums (18 months or older) dropped by 8.4% compared to 2021. The strong sales of “Midnights” can be partially attributed to the demographics of vinyl buyers, with Generation Z representing 34% of female vinyl purchasers, according to Luminate. Approximately 55% of Swift’s global audience is female, with nearly 60% falling between the ages of 13 and 24, as reported by platform Audiense. Luminate’s CEO Rob Jonas noted, “When you consider the continued growth of streaming and its accessibility, along with the multiple ways fans consume highly-anticipated releases like Swift’s, it’s no surprise to see the impressive first-week sales figures.” Returning to her pop roots Despite winning Album of the Year at the Grammys for her indie folk and alternative rock-inspired album “Folklore,” Swift has made a return to pop music with “Midnights.” While she explored a new folk sound on her 2020 sister albums, “Folklore” and “Evermore,” collaborating with artists like Bon Iver and The National, her latest release sees her back in the familiar territory of pop music.
According to Larry Miller, the director of New York University Steinhardt’s music business program, the artist has excelled in connecting with her fans through her authentic songwriting and engagement. He commended her as a genuine storyteller and artist, as well as a sincere individual in her interactions with her supporters. Miller believes she has continually proven herself in these aspects. Every single track on “Midnights” was a collaborative effort between Swift and her close friend Jack Antonoff, with whom she first worked on her album “1989.” By blending an atmospheric synth-pop sound with elements of R&B, Swift has returned to her familiar, catchy pop-song style that she had moved away from in recent times. Miller expressed his confidence in the album’s success by predicting that it will rank among the top records of the year by the end of December.
Taylor Swift has exciting news for her fans as she embarks on her sixth tour, “Taylor Swift | The Eras Tour,” after almost five years. Due to the pandemic, Swift had to take a break from touring, but with the release of her latest album “Midnights,” fans were eagerly awaiting news of her next tour. With four new albums and two re-recordings added to her discography since her last tour, Swift now has a larger collection of songs to perform for her audience. The upcoming tour is not just about “Midnights,” but will showcase the different eras of Swift’s career. Although the tour is scheduled for the spring of 2023, the announcement itself is expected to boost the streams and sales of “Midnights.” Swift understands the importance of staying relevant in the public eye, and touring is a traditional way to achieve that. It’s not just about the live shows, but the overall buzz and excitement surrounding the tour as well.