All the sales records Taylor Swift's 'Lover' has broken so far:
will be Swift's fifth consecutive album to bow with more than a million stateside sales when sales and streaming numbers are combined.
Why am I so confident Swift will break the million-unit threshold? For one, her brilliant use of bundling is one of the best I've ever seen for a launch. She's offered literallyof bundle options, giving fans the chance to buy everything from jewelry to merch to as-seen-in-the-music-video cat watches. Neither Swift's label nor her management team has confirmed how many units she pre-sold... nor should they.
The second reason I'm confident is that top artists are notoriously competitive, and Swift is no exception. When you've broken nearly every record in the world, you compete with yourself. One million units is a big deal and I imagine Swift is pursuing it with laser-like focus.
Although Swift likely won't break all-time streaming records, the album is performing well. It occupied 14 of the top 15All 18 tracks were among the service's 23 most-streamed on Friday, and each passed the million-stream mark. Four tracks, including standout"," were streamed more than two million times each. On Saturday, 10 of the tracks hit the million-stream mark.
Time will tell if I'm right or wrong on the seven-figure album debut. Until then, here's how the sales picture is shaping up so far.
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