Taylor Swift Takes Every Billboard Top 10 With ‘Midnights’
It is an unprecedented, huge achievement for any artist, experts told the Washington Post. Amidst the changing ecosystem of the music industry in the age of streaming, this feat could only be accomplished by someone who brings to the table exactly what Swift does: an established star, a devoted fan base, a savvy social media strategy and a relentless marketing machine.
“This was a really good album, and she’s one of the biggest music stars in the world,” said Steve Knopper, editor of Billboard. “She also flooded the zone with different versions of the album and put it all out there in a week where there wasn’t much competition from other artists. With that combination of things, you can’t go wrong.”
After the Oct. 21-27 tracking week, “Midnights” now has the most top 10 songs on the chart — a record previously held by Drake’s 2021 album “Certified Lover Boy,” which had nine hits on the chart. top 10
“Anti-Hero,” a song about Swift internal battles, topped the chart with an estimated 59.7 million streams and 32 million radio impressions. It was followed by “Lavender Haze,” a breezy song about love’s all-encompassing glow, with 41.4 million streams, and “Maroon,” a song that reflects on a failed relationship, with 37.6 million.
To formulate the charts, Billboard considers a number of metrics, each weighted differently. Those metrics include digital and physical sales, streams and radio impressions. But they have criteria changed over the years — especially in the past decade, as streaming has become more and more of a revenue generator.
“Streaming has changed everything—not just music consumption behavior, but the way music is made, how albums are conceived and sequenced, and even the way songs are written and produced,” said Larry Miller, music business professor. in New York. Steinhardt University School.
Major streaming companies like Spotify and Apple Music have made vast amounts of music available to vast numbers of users who are increasingly moving away from buying physical copies – the previous standard metric for tracking the charts. But while streaming services have made it easier for people to play their favorite music on repeat, it’s also led to an increase in the volume of songs and records that can be streamed by an almost unlimited number of artists.
“What Taylor Swift has accomplished in this era, where there are north of 70,000 new songs being released every day, is a huge success,” Miller said. “It’s a truly remarkable, historic achievement, even if anyone could have correctly guessed that it was one of the biggest albums of the year before it broke all these records.” According to some estimates, even 100,000 tracks are uploaded to music streaming services every day.
Even before “Midnights” was set to be released, the album’s success seemed destined. For months, fans have been waiting for another Swift re-recorded albums – with many are looking for Easter eggs it could signal “Taylor’s Version” release of “Speak Now” or “1989.” In what seemed like a complete surprise, Swift instead announced in August that she would be releasing a brand new record.
The artist ignited her creation “a journey through horrors and sweet dreams”. social mediasharing track clips with the names of each track 13 nights in a row. At midnight on 21.10. Spotify has crashed as fans flooded the app to get their first listen to the new album. Swift was also released four different colors vinyl and CD versions of the album, plus a Target exclusive edition.
“Taylor put out different versions of the album, and she communicated directly with her huge fan base on social media and said, ‘Hey, this is all available,’ and everyone was like, ‘Great!’ Whatever she puts out there, they’re very loyal to her,” Knopper said.
The various releases saw “Midnights” sell a whopping 1.4 million physical copies in its first week – the most since Adele’s “25” sold 3.4 million in 2015. Of that, over 500,000 came from vinyl sales, marking the biggest sales week for an album since Luminate began tracking music sales in 1991.
“She’s truly one of the few superstar artists in today’s music business who can straddle both worlds: the old school world of radio play and physical albums, and the new school world of streaming,” added Knopper.
As for Swift, it looks like 10 will surpass 13 as her lucky number.
“10 out of 10 Hot 100??? On my 10th album??? I AM IN A RUIN”, she wrote further Twitter.
Here is the complete list of the Top 10, according to Billboard:
- “Lavender Mist”
- “Snow on the beach” feat. lana del rey
- “Midnight Rain”
- “You’re on your own, kid”
- “Watching S—“
Travis M. Andrews contributed to this report.
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