With the release of Midnights on October 21st at, you guessed it, midnight, she quickly reached the highest amount of album streams Spotify has ever had within one day by a landslide. Spotify took to Twitter at 6:16 pm on the 21st, not even 24 hours later, to announce Taylor’s latest record-breaking success.
Any non-swiftie might be surprised by this swift win from Taylor, but any fan of her and her Tiktok would be anticipating this. With all eyes on whether Speak Now or 1989 would be the newest rerelease of her six original albums, the announcement at the 2022 MTV Video Music Awards was already one for the books. For a month before the drop of midnights, Taylor started announcing her songs one by one with the show “Midnights Mayhem with Me” This led fans to speculate the song’s meanings and the secret messages hidden within each Tik Tok for a whole month before the release.
Her marketing is truly a stroke of genius by building up continuous anticipation she even got fans to tune in to a whole Thursday night football on-release night just to see a special teaser in the 3rd quarter through an announcement on her Instagram. Not to mention the filters that were made for the song titles allowing people to claim tracks before they were even released. This doesn’t even cover all the other secret treats she has left behind throughout the years. After all this, with the album out, it was easy for her to not just break records but break Spotify itself at the stroke of midnight on album release night. Taylor is setting new heights with her 12th studio album and surely will continue to do so for many more albums to come.