◎TAYLOR SWIFT和她的唱片公司合作夥伴「Universal Music Group」與「Republic Records」，力推8月23日發行的新專輯《LOVER》。這張專輯行銷多管齊下：包括與零售巨頭Amazon合作，將專輯宅配到府；此外，《LOVER》相關內容獲得Spotify、YouTube和其他串流媒體合作夥伴的好評；同時，美國實體零售商Target也正在銷售該專輯的獨家豪華版。
◎這種無所不包的努力的結果如何？根據Republic Records，Swift的新專輯創下自己於2017年11月發行的《Reputation》專輯以來，美國專輯首周銷售第一紀錄。《LOVER》全球銷售已超過300萬，在美國包括之前已經發行的專輯單曲在內，銷售破百萬張。根據Republic Records，其中「純專輯」銷量接近70萬張。Billboard在2017年報導指稱，《Reputation》專輯在美國首周「純專輯」銷量為124萬張，其中約507,000是實體、709,000是下載。(根據Nielsen的年中統計數據顯示，2017年以來的兩年內，全美音樂實體專輯銷量下降了31％，這一年《Reputation》已經發行)。
◎在Spotify上，來自《Reputation》的曲目到目前為止已經串流播放6億次。此外，單曲《ME！》和《You Need To Calm Down》的音樂視頻在YouTube上的觀看次數接近5億。在美國之外，《LOVER》包括Australia、Canada、Ireland、Mexico、Netherlands、Norway、Sweden、U.K等國家排行榜上第一。
Swift and her label partners Universal Music Group and Republic Records have gone all out with the promotion of Lover, which was released last Friday (August 23), across multiple formats.
Heavy duty marketing of the album has included a tie-up with Amazon, which saw the record promoted on cardboard boxes delivered to homes by the retail giant. In addition, unique and exclusive Lover-related content has been gifted to streaming partners like Spotify, YouTube and others. Physical US retailer Target, meanwhile, is selling exclusive deluxe versions of the album.
The result of this all-encompassing effort? According to Republic, Swift’s new album has just achieved the biggest first-week total for any album in the US since her own Reputation was released in November 2017.
Globally, Lover has surpassed more than 3 million in consumption, says Republic, while in the US it has eclipsed 1 million-plus total consumption year-to-date (including singles released ahead of the album itself).
(As MBW reported earlier today, the album has nailed a million-plus in equivalent sales in China alone.)
According to Republic, Lover is “approaching 700k in pure album sales this week” in the States.
Billboard reported in 2017 that Reputation sold 1.24 million equivalent album units in its first week in the US, with 1.22m of this number claimed by ‘pure’ sales. Of these pure week-one Reputation sales, 507,000 were physical, with a further 709,000 digital downloads.
(Midyear Nielsen stats show that industry-wide US physical album sales have fallen 31% in the two years since 2017 – the year Reputation was released.)
On Spotify, tracks from Lover have been streamed 600 million times to date. In addition, music videos for preview singles “ME!” (259m) and “You Need To Calm Down” (125m) are nearing half-a-billion views between them on YouTube.
Outside the US, Lover has hit No.1 on market charts including those in Australia, Canada, Ireland, Mexico, Netherlands, Norway, Sweden, the U.K. and more.
Republic Records Founder & CEO Monte Lipman said: “Taylor’s brilliant body of work has shattered industry metrics around the world.
“Lover is clearly her most acclaimed album to date. Her honesty and vulnerability poured into this album has created a masterpiece.”