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It’s been nearly a week since Taylor Swift dropped her 10th studio album Midnights, but she’s hardly done rolling out treats for fans.
The star unveiled two instrumental tracks on Thursday (Oct. 27) for “Question…?” and “Bejeweled,” which are both available to order as digital singles on Swift’s website.
The instrumentals come on the heels of Swift’s freshly released music video for “Bejeweled,” which features cameos from Haim, Laura Dern and Jack Antonoff as the star-studded crew puts their own twist on Cinderella.
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“Midnight, what a storied and fabled hour… On this sparkling evening I’ll be releasing my twist on a fairytale we all know. The one about the girl and her step sisters and the clock striking 12…” Swift captioned her announcement of the clip, alongside a photo of herself as Cinderella, sitting in a dark room wearing a worn down dress while sewing a glittery, midnight blue gown. “This video is wild, whimsical and created SPECIFICALLY for you, my beloved fans who have paved this shimmering path.”
Since releasing Midnights, Swift also dropped a 3am Edition of the album featuring seven additional tracks, as well as the music video for “Anti-Hero.” According to initial reports to Luminate, the album has earned more than 1.4 million equivalent album units in the U.S. through its first five days of release (through Oct. 25).
Midnights has the largest week for any album since Adele’s 25 debuted with 3.482 million in its first week (chart dated Dec. 12, 2015). And Midnights‘ traditional album sales total of 1.05 million continues to be the biggest sales week for a set since Swift’s own reputation album debuted with 1.216 million copies sold (chart dated Dec. 2, 2017).
Swifties now have a whole new way to take part in the Midnights fun.
Snapchat teamed up with Taylor Swift and virtual communications company BLNK to create three custom augmented reality Lenses, which transports users to the gates of Big Ben in London or Grand Central Terminal in New York City to unlock a hidden Midnights experience all to the tune of “Anti-Hero.”
The augmented reality experience will transform each clock face into Swift’s Midnights clock. Hands on each of the clocks will spin until they stop at midnight, and the entire structure will transform into a larger than life vinyl player, complete with gears, turntables, spinning vinyl and, of course, music from the album.
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Additionally, fans can use Snapchat to scan any edition of the album’s back cover art to unlock a filter in which the three missing pieces of the clock will appear to create a complete clock.
According to initial reports to Luminate, Midnights, 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. Spotify also announced that the album is officially the most-streamed album in a single day in the streaming service’s history.
At the time of publication, the album earned more than 1.4 million equivalent album units in the U.S.
Bon Iver took the stage in London at OVO Arena Wembley on Wednesday night (Oct. 26), and he surprised the crowd when he had Taylor Swift join him onstage to perform their song “exile” for the first time.
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The track was featured on Swift’s 2020 album, Folklore, which Justin Vernon of Bon Iver and The National‘s Aaron Dessner both contributed too. Dessner was also onstage during the “exile” performance.
Dessner recently collaborated with Swift on the 3am Edition of her freshly released 10th studio album, Midnights. Of the seven additional songs to the original 13 tracks, Dessner co-wrote and co-produced “The Great War,” “High Infidelity,” “Would’ve, Could’ve, Should’ve” and “Hits Different.”
“The most talented person in the world, Taylor Swift,” Vernon told the OVO Arena Wembley crowd following the performance, to which Swift sweetly replied, “The most talented person in the world, Justin Vernon. Also, the most talented person in the world, Aaron Dessner.”
“Alright, good night everybody,” Vernon joked as Swift left the stage. “We don’t know what to do now.”
Released as a surprise on July 24, 2020, Folklore represented a surprise pivot towards indie-folk that proved a critical and commercial blockbuster for Swift, earning the album of the year Grammy and topping the Billboard 200 albums chart for eight nonconsecutive weeks.
Swift followed up with Folklore‘s folky sister album, Evermore, in December of the same year. The album spent four nonconsecutive weeks atop the Billboard 200.
Watch the “exile” performance in London, captured by a fan and uploaded to Twitter, below.
When Taylor Swift arrived to the 2022 VMAs red carpet in a crystal-draped Oscar De La Renta mini-dress, fans were quick to point out its striking resemblance to a scene from her “Look What You Made Me Do” music video. Sure, it could have just been a coincidence — but Swifties know that there’s usually more than meets the eye when it comes to the music industry’s queen of Easter eggs.
So what could be the story behind the look? Ahead of the awards, the Internet was abuzz that this was Swift’s subtle way of sharing that reputation (Taylor’s Version) would be the next album in her lineup of re-recordings. But an announcement of her third re-record was nowhere to be found that night. Instead, the pop star threw a *swift* curveball, revealing that her next project would actually be her 10th studio album, Midnights.
With the arrival of the 13-track set (or 20 tracks on the 3am Edition) on Oct. 21, fans will now agree that the dazzling drip was almost certainly a tribute to “Bejeweled,” her second song from the album to be given the music video treatment. Covered in gems and rhinestones — and including cameos from Laura Dern, the HAIM sisters and Dita Von Teese — the video does exactly what Swift declares: “I can make the whole world shimmer.”
In honor of her newest visual triumph, which she self-wrote and directed, Billboard went back through her catalog of music videos to find the moments where she shimmers brightest (including “Look What You Made Me Do,” of course). Check them out below.
Following the release of Taylor Swift‘s vulnerable “Anti-Hero” music video on Friday (Oct. 21), the star received some backlash, with critics accusing her of being “fatphobic” due to a scene in which Swift steps on a scale that reads “fat.”
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However, on Tuesday morning’s (Oct. 25) episode of The View, the hosts took to Swift’s defense, noting that she is expressing her personal experience with body image. “They missed the point,” Sunny Hostin said. “For someone who’s an artist, she gets to have agency over her artistry. She was describing a personal experience, and quite frankly, it’s a personal experience a lot of women experience. I’ve experienced it, and men. You get on the scale and you’re a perfectly normal weight and all you see is fat, all you see is, ‘Oh my gosh, I’m five pounds heavier than I should be.’”
Whoopi Goldberg urged critics to “just let her have her feelings,” and not to watch the video if don’t like it. “Why are you wasting your time on this?” she continued. “You all want to say something about Taylor Swift, leave her a– alone!”
Goldberg concluded by calling out “our society” instead Swift. “You can never be just what you are. Everybody wants you to be something more, be less this, more that, and it’s what people do to each other on social media,” she said.
Swift has previously opened up about personal nature of “Anti-Hero,” calling it “one of my favorite songs I’ve ever written,” as she’s never “delved this far into my insecurities in this detail before.”
“I struggle a lot with the idea that my life has become unmanageably sized,” she continued. “Not to sound too dark, but I just struggle with the idea of not feeling like a person — don’t feel bad for me, you don’t need to. But this song really is a real guided tour through all the things I tend to hate about myself; we all hate things about ourselves.”
Watch The View segment below.
The early numbers are in for Taylor Swift‘s Midnights, and while it was safe to assume her 10th studio album would be a hit, fans might not have predicted just how big it could be.
According to initial reports to Luminate on Monday, the album earned more than 1.2 million equivalent album units in the U.S. in its first three days alone. With that news, Midnights has the biggest week for an album, by units, since Swift’s own reputation in 2017 and is already the year’s top-selling album, year to date.
On the new Billboard Pop Shop Podcast, Katie & Keith discuss all the circumstances that allowed Swift to reach that elusive million mark again, from the curiosity surrounding the album and the awareness campaign that included a prominent Thursday Night Football teaser to the positive word-of-mouth from early listeners and dozens of collectible (and clock-building) variations.
Listen below to hear all about it:
Also on the show, we’ve got chart news on how Sam Smith and Kim Petras hit No. 1 on the Billboard Hot 100 songs chart with “Unholy” — the first chart-topper for both acts — and how Lil Baby captures his third No. 1 album on the Billboard 200 with “It’s Only Me.” Plus, listen to the show for even more early numbers from Swift’s blockbuster album-release week.
The Billboard Pop Shop Podcast is your one-stop shop for all things pop on Billboard‘s weekly charts. You can always count on a lively discussion about the latest pop news, fun chart stats and stories, new music, and guest interviews with music stars and folks from the world of pop. Casual pop fans and chart junkies can hear Billboard‘s executive digital director, West Coast, Katie Atkinson and Billboard‘s senior director of charts Keith Caulfield every week on the podcast, which can be streamed on Billboard.com or downloaded in Apple Podcasts or your favorite podcast provider. (Click here to listen to the previous edition of the show on Billboard.com.)
Taylor Swift had yet another gift for fans at the stroke of midnight on Tuesday (Oct. 25), unveiling her second Midnights music video, this time for the shimmering “Bejeweled.”
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The Cinderella-inspired clip stars Swift in the familiar lead role, though it’s her bejeweled outfits, not a glass slipper, that catches everyone’s attention.
TayTay herself wrote and directed the music video. Keep an eye out for “Prince” Jack Antonoff and cameos from Laura Dern, the Haim sisters and Dita Von Teese, who encourages the pop superstar to slip into a giant cocktail glass. Stay watching for some fiery dragon-action at the close.
Earlier in the day, the pop superstar took to Instagram to announce the video’s release.
“Midnight, what a storied and fabled hour… On this sparkling evening I’ll be releasing my twist on a fairytale we all know. The one about the girl and her step sisters and the clock striking 12…” she captioned a photo of herself as Cinderella, sitting in a dark room wearing a worn down dress while sewing a glittery, midnight blue gown. “This video is wild, whimsical and created SPECIFICALLY for you, my beloved fans who have paved this shimmering path. Look out for some dazzling cameos! Join us later for a very Bejeweled premiere [diamond emoji].”
Midnights is already a global hit. The album set a new 24-hour streaming record on Spotify, and is expected to dominate sales charts around the world.
Watch the “Bejeweled” music video below.
Taylor Swift is continuing her rollout of the highly anticipated Midnights visuals, and the star took to social media on Monday (Oct. 24) that the next music video, this time for the track “Bejeweled,” will be arriving at the stroke of midnight.
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“Midnight, what a storied and fabled hour… On this sparkling evening I’ll be releasing my twist on a fairytale we all know. The one about the girl and her step sisters and the clock striking 12…” she captioned a photo of herself as Cinderella, sitting in a dark room wearing a worn down dress while sewing a glittery, midnight blue gown. “This video is wild, whimsical and created SPECIFICALLY for you, my beloved fans who have paved this shimmering path. Look out for some dazzling cameos! Join us later for a very Bejeweled premiere [diamond emoji].”
The “Bejeweled” video comes just days after Swift dropped her Midnights album in full, an extra seven songs as part of the album’s 3am Edition and the music video for “Anti-Hero.” The dramatic features Swift attending her own funeral, doing shots and drinking wine straight from the bottle with her party hard doppelgänger and blowing up to 50-foot giant for an Alice in Wonderland-style dinner party crash.
According to initial reports to Luminate, Midnights, 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.
Taylor Swift has been a regular fixture at the top of the Billboard 200 since 2008, when she notched her first No. 1 album with Fearless. Since then, she’s continued to break records, rack up No. 1s — 10 so far — and score eye-popping first-week unit totals.
While it’s difficult to compare debut-week performances of any single artist’s albums over time — owed to changes in market conditions and music consumption patterns — it’s enlightening to take a look back at Swift’s last five charted releases, from 2019’s Lover through 2021’s Red [Taylor’s Version], and at what fueled their debuts on the Billboard 200 albums chart.
The marketing and promotion techniques applied to those five releases likely informed the rollout plan of Swift’s 10th studio album, Midnights, which arrived Friday (Oct. 21). It bowed on streaming services and via retailers in a plethora of options: as a digital album download, multiple CD and vinyl LP variants and a cassette tape.
Midnights is Swift’s first studio album since Evermore, in 2020. Since then, she released two re-recorded albums, Fearless (Taylor’s Version) and Red (Taylor’s Version), both in 2021. Five months prior Evermore, she released its sister project, Folklore, and in 2019, Lover.
Midnights arrives after months of pre-release promotion and pre-orders — but no music from the 13-track album was released until the album dropped in full. The set’s “Anti-Hero” garnered an official music video on Oct. 21 and is being promoted as its lead radio single. The album 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 also sold 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 was also available in 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 latter including a digital liner notes booklet).
What else might Swift have up her sleeve during release week? As with most things in Swiftworld — only she knows for sure until it’s announced. What we do know — thanks to her sharing via social media – is that she’s slated to make an appearance on NBC’s The Tonight Show Starring Jimmy Fallon on Monday (Oct. 24) and a second music video from the album will arrive on Tuesday (Oct. 25). Her social media calendar has also teased possible promotions or activations with Target on Saturday (Oct. 22) and independent record stores on Sunday.
Here’s a recap of the debut-week performances of Swift’s last five albums before Midnights and some of the marketing and promotional activations that fueled their arrivals on the chart.
Taylor Swift‘s Midnights has been out for less than 24 hours, and it has already broken a major record.
Spotify announced on Friday (Oct. 21) that Swift’s 10th studio LP is officially the most-streamed album in a single day in Spotify history. The “Lavender Haze” singer re-shared the news, writing, “How did I get this lucky, having you guys out here doing something this mind blowing?! Like what even just happened??!?!”
Swift’s 13-track album was accompanied by a 3am Edition that was released just a few hours later, making a total of 20 songs.
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“We lie awake in love and fear, in turmoil and in tears,” she wrote about the record in two paragraphs displayed across a promotional photo posted to social media. “We stare at walls and drink until they speak back. We twist in our self-made cages and pray that we aren’t – right this minute – about to make some fateful life-altering mistake.”
“This is a collection of music written in the middle of the night, a journey through terrors and sweet dreams,” she continued. “The floors we pace and the demons we face. For all of us who have tossed and turned and decided to keep the lanterns lit and go searching – hoping that just maybe, when the clock strikes twelve… we’ll meet ourselves.”
Swifties can tune into NBC on Monday for Swift’s previously confirmed appearance on The Tonight Show Starring Jimmy Fallon. Then on Tuesday, Oct. 25, a second, unnamed Midnights music video will drop. And next Friday, Oct. 28, Swift will stop by the BBC for The Graham Norton Show in the U.K.