Taylor Swift’s Return to the Past Turned ‘Midnights’ into Her Biggest Album Yet

According to Luminate’s U.S. Midyear Report 2022, current vinyl album sales — music released less than 18 months ago — increased by 27.4%. However, the number of catalog vinyl albums — music releases older than 18 months — has fallen by 8.4% since 2021.

Vinyl album sales are also explained by the demographics of vinyl buyers. According to Luminate, Generation Z now accounts for 34% of all women who buy vinyl records. Audience intelligence platform Audiense calculates Swift’s global audience to be roughly 55% female and just below 60% of them are aged between 13-24 years.

Rob Jonas, CEO of Luminate, stated that “when you consider that alongside a continued growth in streaming, which has been up 11.6% over 2022 versus 2021 and its accessibility, you will have millions of fans consuming a highly anticipated release from an artist such as Swift in multiple formats, leading to first-week numbers like those we’re seeing.”

Pop back in time

Swift’s Grammy win for Album of the Year for “Folklore”, an indie folk and alternative rock album, wasn’t enough to keep her from pursuing pop music. Swift explored this new sound all through 2020 with sister albums “Folklore”, “Evermore” as well as collaborations with Bon Iver, The National and others. Swift is now back in her pop comfort zone with “Midnights”.

She has been utterly successful in expressing herself through authentic songwriting and fan engagement. She is a true storyteller and creative artist as well as a genuine person when it comes to her interactions with her fans. Larry Miller, New York University Steinhardt director of the music business program, said that she believes that she has proven it over and again.

Swift and Jack Antonoff, her longtime friend, produced all 13 tracks on “Midnights.” Swift has been a collaborator with Jack Antonoff since 1989, when Swift first recorded her fifth studio album, “1989.” Swift had lost her pop-synth-pop sound in recent years.

“It’ll surprise me if this isn’t the No. Miller stated that Dec. 31 would mark the 1st or 2 largest records of the year.

Swift’s first tour in almost five years

The Eras Tour,” on Tuesday, Swift is ready to get back on the road for the first time in almost five years. The pandemic is partly to blame.

Swift was expected to announce her next tour shortly after “Midnights” was released. Swift’s tour schedule of every two years had been disrupted by Covid early in her career. Swift’s discography has grown significantly since her last tour, with four albums released and two re-recordings. Swift’s upcoming tour will highlight all of her different eras rather than just “Midnights”.

Although the tour won’t begin until spring 2023, it is likely that Swift’s announcement of a tour will give “Midnights”, and the sales, an extra boost.

“She needs to be consistent in her approach as she is a person in her position to stay in the public eye.” This is traditional. Howard stated that touring is more than just live shows. It’s also the halo surrounding it.”