Five years ago, Taylor Swift's 'Reputation' achieved the biggest ever U.S. sales week by traditional album sales with 1.216 million copies sold. 'Midnights' topped this record in just four days.
But in several other respects, Swift set a new standard by reembracing the past and some of her own past best practices.Swift disappeared from the public eye for a year following her dispute with Kim Kardashian and Kanye West in 2016. Not only did she stop making public appearances, but she also took a break from social media altogether.
"She's a very very smart marketer in terms of keeping her distance from her fans but still making them feel connected to her by putting these clues out there … and it feels like a dialogue," Howard said.Swift also launched a massive line of merchandise leading up to the"Midnights" release, which specifically boosted sales of a category which in this day is associated more with niche genres than pop stars: vinyl albums.
The demographics of vinyl buyers also help to explain the large vinyl album sales"Midnights" is seeing. Generation Z now makes up 34% of women vinyl buyers, according to Luminate. Audience intelligence platform Audiense calculates that roughly 55% of Swift's global audience is female, and just under 60% are between the ages of 13 to 24 years old.
All 13 tracks on"Midnights" were produced by Swift and her longtime friend Jack Antonoff, who first collaborated with the singer on her fifth studio album"1989." Experimenting with an atmospheric synth-pop style with hints of R&B,"Midnights" marks the revival of Swift's catchy, pop-style songwriting that she deviated away from over recent years.
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