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Taylor Swift is enjoying quite the sales boost following her Friday (May 30) announcement that she had purchased the masters of her first six albums. Based on preliminary data from Luminate, we’re starting to get a sense of which albums Swifties are turning to most frequently to celebrate.

Looking at her Republic Records studio catalog, not including the Taylor’s Version re-recordings, all those albums experienced gains from Friday-Saturday (May 30-31), ranging from the slight 5.6% gain that The Tortured Poets Department experienced in sales when compared to the daily average of the preceding 11-day period, to the 21.9% increase her Evermore album enjoyed when comparing those periods, according to Billboard‘s calculations based Luminate’s on preliminary sales and streaming activity data.

Meanwhile, the Taylor’s Version albums almost all outperformed the Evermore increase, except for the 1989 re-record, which just missed out by growing 21.3% in the two-day average after the announcement versus the previous 11-day average: Red (Taylor’s Version) grew by 23.2%, Speak Now (Taylor’s Version) by 27.5% and Fearless (Taylor’s Version) by 27.9%, per preliminary data from Luminate, Billboard calculates.

Moving over to Swift’s Big Machine albums, the original 1989 album had the least amount of growth but even its percentage increase of 41.2% swamped the percentage gains posted by all the Republic albums. Leading the growth charge, Taylor Swift’s eponymous first album enjoyed a 484.4% increase, followed by Speak Now with a 343.9% increase in the two days after the announcement versus the 11 days prior; Reputation, up 328%; Red at 173.7% greater; and Fearless with a 140.4% rise when comparing the two periods, Billboard further calculates.

However, even with the original whopping percentage gains on a unit count basis for the two periods, none of those albums outperformed the Taylor’s Version albums in absolute sales for the post-announcement two-day period. For example, 1989 (Taylor’s Version) averaged a few hundred above 2,000 album consumption units for the two-day period, while the original version’s total album consumption was a few hundred over 1,000 units.

Even the original Speak Now, which saw a 343.9% increase, fell 10 units shy of Speak Now (Taylor’s Version), when looking at the average total consumption units for the two-day period.

On a unit basis, Reputation the biggest gain — nearly 6,000 units — to bring total sales on average for the two-day period to nearly 8,000 units, versus the nearly 2,000 units the album averaged in the 11 days prior to the announcement. In fact, that album was by far the best performing album in the Swift catalog over the two-day period.

When Taylor Swift posted a photo of herself leaning back and smiling, her first six studio albums scattered in front of her, on Friday (May 30), the party was on.
Swift’s announcement that she had successfully purchased the master recordings of her first six albums, for an undisclosed sum from investment firm Shamrock Capital, was met with jubilation by her millions of fans. Swift finally had full control of her intellectual property, in a byzantine music industry where such ownership was incredibly difficult to come by, even for the biggest superstars. The importance of such artistic freedom was not lost on Swift, who rightfully treated the occasion as a hard-fought celebration in a letter to fans on Friday. “To say this is my greatest dream come true is actually being pretty reserved about it,” she wrote.

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As even casual pop culture observers likely know by now, Swift spent over a half-decade re-recording her back catalog to combat this previous lack of creative ownership, with Taylor’s Version albums of 2008’s Fearless, 2012’s Red, 2010’s Speak Now and 2014’s 1989 offering faithful re-creations under her domain. Not only did these re-recorded albums prove wildly successful – as fans rallied around the vision and motivation of their favorite artist, and helped 1989 (Taylor’s Version) score an even bigger debut than the original album – they also inspired real industry change, from other artists exploring ways to re-record their own material to label groups reworking standard contracts to prevent them from doing so.

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Still, the news that Swift had bought back her masters was met with some consternation about the future of the Taylor’s Version albums: Swift wrote that her 2006 self-titled debut was fully re-recorded, while Reputation (Taylor’s Version) was not. “Full transparency: I haven’t even re-recorded a quarter of it,” she wrote of her 2017 full-length.

So will the long-sought-after Reputation (Taylor’s Version) ever get completed? Will Taylor Swift (Taylor’s Version) receive a release date in the near future? What’s the point of a re-recorded album, now that Swift owns all of the original albums? And what do we do, moving forward, with the four Taylor’s Version albums that did get released?

We don’t know the answers yet, but we know how much the Taylor’s Version albums have already given us – including “All Too Well (10-Minute Version),” an irreplaceable linchpin recording in her catalog.  

We’ll see if and when this project gets completed, how the Taylor’s Version re-recordings will age, and what versions of her hits and deep cuts fans will gravitate toward in the future. But just because the battle is now over, it’d be shortsighted to declare all for naught. The four Taylor’s Version albums presented her back catalog to a new generation – helping first to prime fans for the globe-conquering, catalog-revisiting Eras tour, and then to help cement her career year while the trek was underway.

Plus, fans received over two dozen unheard “From the Vault” songs — castoffs from the original albums that Swift reworked to include on her Taylor’s Version releases. These previously unheard goodies across the bonus cuts on the four re-recordings ranged from collaborations with Maren Morris and Fall Out Boy, to a late-breaking radio hit in the effervescent Red (Taylor’s Version) dance-pop track “Message in a Bottle,” to another Hot 100 chart-topper in the wistful “Is It Over Now?,” from 1989 (Taylor’s Version).

Which brings us to the greatest “From the Vault” song, and the one that stands as the greatest musical legacy of the entire re-recording project. When Red was released in 2012, the five-and-a-half minute “All Too Well” was positioned on the track list as an extended songwriting showcase in between shorter, more radio-friendly pop singles like “I Knew You Were Trouble” and “22.” While those hits helped Swift transition to pop superstardom with 1989 two years later, the power of “All Too Well” as a richly detailed examination of a failed relationship endured, becoming a fan favorite in the years following Red. 

The song, and its cult status, also marked an important inflection point for Swift as a storyteller. A year before Red (Taylor’s Version) arrived in 2021, Swift pivoted away from top 40 on Folklore and Evermore, using an indie-folk aesthetic to explore different characters and narratives with the same care as one of her fiercely embraced album cuts.

A 10-minute version of “All Too Well” had long been teased, and the release of Red (Taylor’s Version) proved to be the perfect occasion for its unveiling. Any Swift purist could have been reasonably worried about the decision to nearly double the length of one of her best-loved songs. Yet the supersized version of “All Too Well” was not overstuffed — instead, “All Too Well (10-Minute Version)” towers above the original. Expanding the song’s world of stray thoughts and heartbreak totems while expertly navigating the story’s twists and turns, Swift turned a for-the-fans album cut into an authoritative epic.

With 10 minutes to work with, Swift lets each new detail of “All Too Well” simmer without building to a boil. The profane keychain that gets tossed her way, her subject’s refusal to “say it’s love,” the inquisitive actress, the charming chats with her father, the heartbroken 21st birthday — each new line is woven into the tapestry of a reflection that already exists, and Swift delivers them with varying degrees of frustration and regret.

Most of Swift’s songs wouldn’t improve if pushed to the 10-minute mark, but the structure of “All Too Well” — verses stacked upon one another, chorus lyrics shapeshifting to reflect her curdling emotion — allows for the bulked-up format. By the time the song starts to fade out with the refrain “Sacred prayer, I was there, I was there,” the passage of time is made explicit, as Swift’s recollections are stored in a time capsule that needed to be made a little bit bigger. Sure, there are new Easter eggs for fans to pore over and peruse – but nothing about “All Too Well (10-Minute Version)” feels forced, and that’s why it provoked such a strong reaction upon its release.

All Too Well: The Short Film, written and directed by Swift, was released along with the 10-minute version, and she performed the song in full on Saturday Night Live the day after its release. With so much pre-release hype and release-weekend promotion, “All Too Well” shot to the top of daily streaming charts immediately – and one week later, the song sat atop the Hot 100, the first Taylor’s Version track to come anywhere close to the chart’s peak. The flashpoint of excitement around its release demonstrated Swift’s still-rising commercial power, about a year before she made it unignorable with the record-setting success of 2022’s Midnights. 

It also clued in countless casual listeners to one of her best songs. “All Too Well” isn’t just a fluky chart hit; the song now stands as a defining work for Swift, and an encapsulation of her legacy as a modern songwriter. In the future, critics, writers and historians will need a song to represent Swift’s cultural impact, and that song may very well be “All Too Well” – which simply wouldn’t have been the case without the Taylor’s Version moment.

That impact was on full display during the Eras Tour, where “All Too Well” was performed in its 10-minute incarnation as the final song in the Red portion of the show. Each night, stadiums full of Swifties sang along to its fourth, fifth and sixth verses, and bellowed “F—k the patriarchy!” with uninhibited glee.

Now that Swift’s Taylor’s Version project has entered a new phase of existence, those sing-alongs are worth considering as part of its legacy. “All Too Well (10-Minute Version)” wasn’t just a commercial ploy, or catnip for the critics. It’s now an anthem for all of us.

JoJo Siwa has been on a real rollercoaster ride over the past month. The reality dance star turned pop singer went from having her honor defended by housemate Chris Hughes on Celebrity Big Brother UK after homophobic comments from actor Mickey Rourke to breaking up with then-partner Kath Ebbs at the show’s wrap party and then partnering up with Hughes.
Now, reunited with Billboard‘s Tetris Kelly — he of the infamous “Gay Pop” interview — Siwa says “30 days ago I would have never even imagined I’d be friends with Chris Hughes,” calling their now-official relationship “the weirdest” idea. But, the heart wants what it wants, and, as of this week, the couple are Instagram official and appear to be inseparable.

In the episode of “Take Us Out” recorded at Burbank Priscilla’s (watch the full video above), JoJo says that Hughes is now the closest person in her life, someone she would “die for… when someone comes into your life and you enjoy it, you can tell.” That said, Kelly wondered how it’s felt for Siwa to be figuring out her sexuality in front of the whole world.

“It’s really hard because people tear it apart,” she says of her full embrace of queer life. “I understand if you have no context why people tear things apart… there’s people going through this same thing that I’m going through. There’s somebody who’s identified as one sexuality and then maybe had this realization within themselves but they don’t now feel they can’t change or grow.” Siwa says she felt like she was being placed in a box she wasn’t meant to be in when she came out. “I’ve dated beautiful women, I’ve date beautiful non-binary people, I have dated men… but I realize that’s just who I am. I realize for myself that I just like humans.”

Siwa also touches on her excitement in the run-up to her 22-date An Unforgettable Night Out summer tour, which kicks off on July 10 in Houston, TX. “I’m an adult now, which is crazy,” says Siwa, 22, about her first outing in three years and first one as a legal grown up. “There’s elements in this show that make it a lot different than just a typical concert,” she explains about the show that will mix her songs with bits about her time on Dance Moms, funny sketches and JoJo the Bilbo references.

She made a point of addressing that flap over the $900 “Dream Guest VIP” ticket offer, in which she told fans they would get to help her “build the set” for the show. “People did take that as actual building the set,” she says, making a wrenching motion. If you want to carry props out on stage, JoJo says that’s fine, but that’s not what she intended.

“The point was people are going to get to have their say in what we actually do that night,” she clarifies about allowing four die hards at each stop help put together that night’s set list.

In a vulnerable moment, Siwa talked about the trepidation she felt before releasing her March single “Bulletproof,” in which she publicly embraced her queerness. “Music is probably the thing I’m most insecure about,” she says. “I think a lot of people have a lot of things to say and I think I’ve also done some things that have fueled that fire… it’s vulnerable. And now it has put me in a place where I don’t like to say I’m a singer.”

She recalls opening up about that fear on Big Brother, where she proclaimed that she “can’t sing, but I can release a song. And I can make a point” while casually teasing that she’s working on her first-ever full length album with her favorite production team, Rock Mafia. She admits that she’s dying to be on the hit Peacock competition show The Traitors, while simultaneously pitching her own reality show starring all her best pals from previous gigs on Dancing With the Stars, Special Forces and Big Brother.

Watch JoJo talk about “Bulletproof,” “Fighter,” balancing stage JoJo vs. real life JoJo and her tangled love life in the video above.

Finneas has formed a new band with singer Ashe, The Favors, with the duo’s debut slated for release this fall. “We made a band. It’s called The Favors. Announcing our new album, The Dream, out September 19,” read a statement from the pair, which noted that their debut single, “The Little Mess You Made”, will […]

Addison Rae is on the verge of pop superstardom, but there was once a time when she was a rising TikTok star and a college student looking to get by. Rae joined The New York Times‘ Popcast on Friday (May 30), where she reflected on her time at Louisiana State when she was getting paid […]

Olivia Dean has announced details of her upcoming second studio album, The Art of Loving, and shared lead single “Nice to Each Other.” Dean will release her new LP on Sept. 26 via Capitol Records, and it will be the follow-up to 2023 debut Messy. Her debut album hit No. 4 on the U.K.’s Official […]

JoJo Siwa and Chris Hughes have gone bed selfie official. The pair who appeared on Celebrity Big Brother UK earlier this year first sparked rumors of a possible romance after they seemed to get close during the taping of the series and Siwa broke up with her then-partner, Kath Ebbs, at the wrap party.

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Less than a month later, Siwa and Hughes appear to be the real deal. Both have been posting snuggly pictures together for the past few weeks. But after Hughes shared a snap of the happy couple in bed together on Snapchat on Sunday (June 1), with Siwa, 22, resting her head on a shirtless Hughes’ chest, Siwa told The Guardian newspaper that “it’s not platonic anymore, and it’s been a beautiful development, a beautiful connection, and I’m absolutely head-over-heels for him and he’s the same way.”

Siwa and Hughes appeared to bond on Big Brother after Hughes stood up for the singer when cast member Mickey Rourke, 72, made a series of homophobic remarks he later apologized for. In the Guardian interview, Siwa appeared to swat away suggestions that the pair were playing up their romance for the cameras before their run in the house ended.

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“No, this is a very genuine connection, we’re not faking a thing,” Siwa — who dated Mark Bontempo in 2020 before coming out as queer and dating a series of women — told the paper. As for suggestions that their made-on-TV romance is a PR stunt for the cameras from the performer who has been in the public eye since bursting onto the scene more than a decade ago on Dance Moms, Siwa said that’s not at all the case.

“Clearly, you’ve never been around us. I won’t ever speak for him, but for me personally, the happiness in my life just radiates off of me right now,” she said. “Literally yesterday, I was massaging my cheeks; I’ve never [before] been in pain from smiling so much.”

Siwa and Hughes are all over each others’ feeds, with Hughes playing a big role in a series of pics JoJo posted around her May 19 birthday, including a roll of snaps in which they share a cozy breakfast, Hughes stacks up a pile of gifts for Siwa and another bed selfie where they are smiling at the camera.

Sir Rod Stewart called off his planned residency show at the Colosseum in Las Vegas on Sunday night (June 1) just hours before set time due to an unspecified illness. The 80-year-old singer pulled out of the show around 6 p.m. local time, with less than four hours to go, according to the Las Vegas […]

Alex Warren and Jelly Roll went all the way back to the Middle Ages in a music video for their new single “Bloodline.” Released Friday (May 30), the clip begins with Warren barricaded inside a medieval tavern. According to a brawny extra, there’s apparently a dangerous war raging outside. “The enemy shall be upon us […]

The last week of May is coming to a close, and it’s shaped up to be a big one for pop music releases. Miley Cyrus leads the charge with a full album of new music that dropped Friday (May 30), Something Beautiful, featuring the singles “End of the World” and “More to Lose.” The high-energy […]