Taylor Swift’s surprise set ‘Folklore’ had the biggest debut of 2020 – here’s how it’s still top five weeks later


How will the music listening public respond to one of the 21st century’s frequent pop stars throwing out their old playbook and releasing a silent collection of blurry pop ballads and fokie acoustic tales with less than 24 hours notice? Well, it turns out: Taylor Swift social litrature According to Nielsen Music / MRC data, the first week album debuted with a massive 846,000 in equal units, easily the largest single week for any album in 2020.

Still, it was just the first week. As an artist well known as Swift for making such a dramatic left turn, you can probably guess that a large part of that opening number came from the sheer listener curiosity, because of the album’s imminent release The news was spreading rapidly through a nation, which is still under quarantine. .

A source in Apple Music was quoted as saying, “Surprising records bring a wider amount to people than traditional recordouts.” Billboard. “They release release-ies and people want to be a part of those events.” But perhaps as a shock to the new and unpredictable ensemble, it would break away from blockbuster status, as listeners would return to albums that were traditionally streaming-friendly compared to a traditional singer-songwriter set.

Instead, six weeks into its release, social litrature The Billboard 200 album chart continues to hold unabated. Not only is the reign for a Swift album the longest since 2014 1989 Topped for 11 non-consecutive weeks, this is the longest stretch anyone Album since drake View Spent 13 weeks at No. 1 in 2016. It’s a surprise run for any album, let alone one that lists National’s Justin Vernon and Bone Ivor’s Justin Vernon as some of its primary allies.

So how is it social litrature Ever since we were a different president managed to occupy that number one position for longer than any album? Well, time certainly helps, as is the lack of major competition from subsequent new releases. In the following five weeks social litrature‘S huge debut, not a single new set has been released that has moved 100,000 such units a week – a mark social litrature Cleaned himself in each of his first four frames. The closest competition Swift has received for the No. 1 spot has been dropped before its latest week following its debut posthem album: Smoke Shoot for the stars aim for the moon And juice WRLD Celebrities never die, Which collectively Nos on the Billboard 200 between them for the past five weeks in some order. 2 and 3 spots are placed.

Compare the level of challenge facing Taylor Swift’s previous set, 2019 the lover, Which ruled above the Billboard 200 for only one week. In the two weeks following the opening week of that set, the lover Tool came up against highly anticipated new albums (Fear inoculum) And Post Malone (Hollywood bleeding). Both of those LPs stepped into album units worth a quarter-million in their early weeks – and indeed, if social litrature Show up to the loverThe release schedule, has also managed just one week at No. 1.

However, this is not the only good time that has been kept social litrature At number 1: In its last three weeks, the album is also solidly outperforming the charts the lover Was doing at this point in their respective schedules. social litrature In the fourth, fifth and sixth week of its release 101,000, 98,000 and 90,000 equivalent album units have moved, where by comparison, the lover 79,000, 65,000 and 57,000 units notout in their fourth through the sixth frame. (Swift’s 2017 set Prestige Boasting stronger numbers than the two in their fourth through the sixth week, helped in large part to that period running into the holiday sales season.)

Moreover, while social litrature Haven’t seen the same level of newly-released competition the lover It might have been the only album released by a major artist on last month-plus, as new projects by Katy Perry, Nas, The Killers and Luke Bryan have been dropped in that period – all artists who scored No. 1 Is the album in the last decade. “Artists continue to play music and their fans are still campaigning for it,” says Marianne Dickes, global co-head of Spotties. To tell it social litratureThe success is diminishing Taylor’s ability to write songs for moments and connect with her fanbase due to a lack of other successes. ”

Part of the set’s endurance can also be attributed to the ravishing publicity of Swift and his team. While Swift dropped the extended rollout before the album’s release social litrature, She took the page one of the most successful artists of 2020 and shifted her focus to keeping the pace of the set After Its release. This includes waiting until the third week of release to sell its physical version in the store, unveiling a deluxe version on streaming services with a new bonus track (“Lake”) in its fourth week, and new thematic “chapters” The set’s songs will be further advertised on streaming services in its fifth week.

All of these tips have helped maintain the album’s interest and consumption, and prevented her totals from falling as dramatically as they might otherwise. “Taylor always has a strong creative vision and connects deeply with his fans,” Dickes says. “As she has done with her previous releases, she continues to lean into using all our available means to bring her fans into her creative world.”

Certainly, it would also be myopic to reject one of the simplest explanations when accounting for social litratureOutstanding performance continued: People really, really like the album. This is Swift’s most acclaimed set, which not only has his highest critical score (88) on the review-aggregation site Metacritic, but also his highest user score (9.2) by far. (The combination of critical and fan enthusiasm for the set has also taken some dark turns, with some critics who are yearning for their praise, who are risking excessive online harassment.) BillboardPaul Green has written about this week’s strong opportunities social litrature Swift’s third album of the year award at this year’s Gramiz to score. giving feedback social litrature As a full-fledged album, which is more than the sum of its tracks, it has been sufficiently resonating that the set has been able to buck some of the extreme trends that usually surprise albums on streaming services.

Sources from Apple Music state, “There’s usually a drop off for albums as fans get to know their favorite songs. The surprising thing is that they have more early listeners and more touristic people . ” Billboard, Before confirming that “social litrature Especially very durable. The quality wins out in the end, and it’s a really good record that sounds great as a whole – and the listeners still engage with it that way. ”