How Taylor Swift took 'Midnights' to the million mark in just days

'I love that she makes every album into an event'
Taylor Swift
Photo credit Dia Dipasupil/Getty Images

On the heels of Taylor Swift’s record-breaking album release with her 10th studio album, Midnights, The Pop Shop podcast is taking a deeper look into the strategies Taylor used to promote the album, excite listeners and set herself up for success.

LISTEN NOW: The ‘Pop Shop Podcast’ talks the strategy behind Taylor Swift’s ‘Midnights’ album release

Photo credit 'Pop Shop Podcast'

In just three days, Taylor’s Midnights album earned more than 1.2 million equivalent album units in the United States and 284 million on-demand streams. The outstanding numbers surrounding the project set Swift up to break records held by her very own 2017 Reputation album.

Taylor’s success isn’t just a product of her musical talent, but her business side as well. The 32-year-old works overtime to create an event long before the album comes out to long after its release. “I love that she makes every album into an event,” shared co-host Katie Atkinson. “I love that she created this moment that feels universal, even if it isn’t for literally everybody.”

From reaching new fans with commercials and teasers during Thursday Night Football to releasing track titles on TikTok, Taylor found a way to include everybody and build anticipation.

“A lot of the things we think are like, ‘Wow! That’s a great idea!’ I think a lot of these are just coming out of Taylor’s brain,” shared host Keith Caulfield. “I think Taylor is just that smart and that savvy when it comes to understanding how her music fits in pop culture and how, I think, what she really likes from her favorite artists when she was growing up.”

Tune in above to hear Keith and Katie’s full conversation surrounding Swift and the strategies behind her record-breaking record sales with Midnights.

The Pop Shop podcast is hosted by Senior director of Billboard charts, Keith Caulfield, and Billboard executive digital director, West Coast, Katie Atkinson. Tune in as they offer weekly Billboard chart breakdowns, discuss the hottest music news and cover the year’s biggest musical events. Casual pop fans, chart junkies and everyone in between are invited to this weekly half-hour discussion.

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Featured Image Photo Credit: Dia Dipasupil/Getty Images