Taylor Swift’s ‘Midnights’ Off to Record-Breaking Start in U.S.
Written by djfrosty on October 23, 2022
Taylor Swift’s Midnights is off to a record-breaking start in the U.S. after its first day in release.
According to initial reports to Luminate, the album, which was released on Oct. 21, has sold more than 800,000 copies in the U.S. through its first day across all available formats (multiple digital album download, CD, vinyl and cassette variants). It has already logged the largest sales week for any album since 2017, is the top-selling album of 2022 year-to-date, and has set a modern-era record for single-week vinyl album sales.
Luminate’s data powers Billboard’s weekly charts.
2022’s Top-Selling Album After One Day: Midnights’ initial sales sum already makes it the biggest-selling album of 2022 year-to-date. Previously, 2022’s top-selling album, year-to-date, was Harry Styles’ Harry’s House, with 620,000 copies sold through the week ending Oct. 13.
It’s assumed that Midnights’ sales figure will increase in the coming days, as the tracking week ends on Thursday, Oct. 27. The set’s final sales number is expected to be announced on Sunday, Oct. 30, along with its expected large debut on the multi-metric Billboard 200 albums chart (dated Nov. 4). If Midnights debuts at No. 1 on the Billboard 200, it will mark Swift’s 11th chart-topping effort.
The Billboard 200 chart ranks the most popular albums of the week in the U.S. based on multi-metric consumption as measured in equivalent album units, compiled by Luminate. Units comprise album sales, track equivalent albums (TEA) and streaming equivalent albums (SEA). Each units equals one album sale, or 10 individual tracks sold from an album, or 3,750 ad-supported or 1,250 paid/subscription on-demand official audio and video streams generated by songs from an album. For all chart news, follow @billboard and @billboardcharts on both Twitter and Instagram.
News of initial streaming-and-track-equivalent activity for the album, as provided by Luminate, will reported in the coming days.
Biggest Sales Week for Any Album Since Swift’s reputation in 2017: With just one day of sales, Midnights logs the largest sales week for any album in the U.S. since Swift’s own reputation debuted with 1.216 million copies sold in its first week (ending Nov. 16, 2017).
Reputation was also the last album to sell more than 1 million copies in a single week in the U.S., a feat that has become difficult to achieve in recent years as consumers transition to consuming music through streaming services. (Yearly U.S. album sales decreased in every year from 2012-2020.)
Since Luminate began tracking music sales in 1991, there have only been 23 instances – by 21 different albums – where an album sold at least 1 million copies in a single week. One of those albums, Adele’s 25, sold over 1 million in three separate weeks.
Modern-Era Vinyl Sales Record: Further, Midnights handily breaks the modern-era record for single-week vinyl album sales in the U.S., with over 400,000 copies sold so far. That’s the largest week for an album on vinyl since Luminate began tracking music sales in 1991. It surpasses the previous high, set earlier this year, when Harry’s House debuted with 182,000 vinyl copies (week ending May 26, 2021).
Midnights’ overall initial sales figures include any pre-orders of the album that were fulfilled to the customer through Oct. 21, as well as traditional in-store sales that were generated on the day of release.
Midnights arrived after months of pre-release promotion and pre-orders – and its initial sales figure is bolstered by an array of available versions and variants of the album.
Midnights is available to purchase in a standard digital album (both clean and explicit), an iTunes-exclusive version with a bonus track (clean and explicit), four standard CD editions (each with a different cover, both clean and explicit), four vinyl LP editions (each with a different cover and colored vinyl) and a cassette tape.
Target is also selling an exclusive “Lavender” edition of the album on CD and colored-vinyl LP, with the CD boasting three bonus tracks.
In addition, in the weeks leading up to release, Swift’s webstore sold pre-orders of signed copies of the four standard CD albums and the four standard vinyl LPs. Midnights is also available in a deluxe boxed set with a CD edition of the album and a Swift-branded T-shirt, exclusively for Capital One cardholders.
Three hours after Midnights arrived, Swift issued a deluxe edition of the album with seven bonus songs (20 tracks total) to streaming services and digital retailers (with the later including a digital liner notes booklet).