Taylor Swift’s new album ‘Evermore’ strategizes for the release of ‘More is More’


For fans of Taylor Swift, Christmas is coming early: Ms. Swift on Thursday announced her ninth studio album, “Evermore,” the second unexpected release of the year for one of music’s most notoriously pop stars .

Five months after the new album of her intimate Grammy-nominated blockbuster “Folklore” was released, Ms. Swift described it as a “sister record of folklore”, including The National’s Aaron Dassner, Jack Antoff and Bon Iver Companions are involved. This continuity suggests a collection of “folklore” and more songs that are written in an equally hushed and posy indie-rock vein.

“I’ve never done this before,” Ms. Swift said on social media. “In the past I have always considered albums as one-off irs and the album moved on to the next planning after its release. There was something different with folklore. ”

“I loved the escapism not found in these fictional / fictional stories,” she continued. “So I just kept writing them.”

The quick arrival of “Evermore” reflects the reality of today’s streaming-music economy: more is more. Like fellow pop star Ariana Grande, Ms. Swift has carefully noticed plot-out releases from the more spontaneous and less expensive ones — borrowed from the Hip-Hop and R&B stars’ playbooks.

For example, Ms. Grande has spoken publicly about her desire to leave music such as rappers. Artists such as Youngboy Never Broke Again and Sada Baby, led by rep politician Gucci Mane and Lil Wayne, have been known to drop several projects in a year. Indie rockers Big Thief have also recently released back-to-back “companion” albums. In Ms. Swift’s case, “Folklore” came quickly after “Lover” itself, which was released in August 2019. Prior to this, Ms. Swift placed two or more years between albums. Pandemic, which has kept musicians away from touring, has also inspired artists like Ms. Swift to extend their releases.

Releasing more music makes sense for Ms. Swift’s business: Under her recent Universal Music Group record deal, she owns her new master recording, which encourages more eccentric production. The more her new songs are streamed, the more they generate streaming royalties that fill her coffers. According to MRC Data / Nielsen Music, “Folklore,” which Ms. Swift owns, has increased total sales in the US to 1.95 million, including copies of the full album and on-demand audio and video streams.

It’s a different story with their first six albums, which Los Angeles-based investment firm Shamrock Capital Advisors LLC recently bought from their rival, celebrity talent manager Scooter Braun, in a deal worth more than $ 300 million. Ms. Swift has stated that she is re-recording her former work, which will encourage fans to listen to new versions that she owns instead of the old ones.

Record labels, for their part, are hungry for new releases in the streaming era and welcome more content. Over the past five years, the US record business has been revived by revenue from streaming music on services such as Spotify and Apple Music. Not only to the tunes of the 21st and 1970s, but to streaming music from the 21st century is very popular. Music industry observers say that being a gusher of nonstop content can pose a challenge even when it comes to quality levels.

Ms. Swift announced “Evermore”, which also includes female rock trio Ham, arrives on Hanukkah’s first night and three days before her 31st birthday. “This time I thought I’d give you something!” She said on social media. A music video for the album’s leadoff track, “Willow,” will drop on Friday morning.

Write Neil shah at [email protected]

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Sada Baby has been known to drop several projects in a year. An earlier version of this article incorrectly stated that the artist’s name was Saba Baby. (Corrected on 10 December)

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