Taylor Swift’s New Album ‘Evermore’ Adopts ‘More Is More’ Release Strategy

For Taylor Swift fans, Christmas is coming early: Ms. Swift has announced her ninth studio album, “Evermore”, the second unexpected release of the year for one of the most notable cautious pop stars in music.

Released just five months after her intimate Grammy-nominated blockbuster “Folklore”, the new album, which describes Mrs. Swift as “the sister record of folklore,” features many similar collaborators, including nationalists Aaron Desner, Jack Antonoff and Bon Iver. . It refers to continuity, the rest of the collection of “folklore” and the collection of more songs with similar lyrics and written in people’s indie-rock veins.

“I’ve never done this before,” Ms. Swift said on social media. “In the past, I always considered albums to be a one-off era and moved on to planning ahead after the album was released. There was something different with Lokvayaka. ”

“I loved the escapism found in these fantasy / fantasy stories,” he continues. “So I just kept writing them.”

The rapid arrival of “Evermore” reflects the reality of today’s streaming-music economy: more and more. Like fellow pop star Ariana Grande, Mrs. Swift has carefully drawn attention to more spontaneous and less expensive people from conspiracy theories – borrowed from the playbooks of hip-hop and R&B stars.

Ms. Grande, for example, has spoken publicly about his desire to leave music like rappers. Artists like Youngboy Never Broke Again and Sada Baby, led by rap elder political officials Gucci Mane and Lil Wayne, drop several projects a year. Indie Rockers Big Thief recently released back-to-back “fellow” albums. In Mrs. Swift’s case, “folklore” itself quickly came after “lover,” which was published in August 2019. Before that, Mrs. Swift had put two or more years between albums. The epidemic, which has stopped musicians from touring, has also encouraged artists like Mrs. Swift to increase their performances.

It makes sense to release more music for Mrs. Swift’s business: under her recent Universal Music Group record deal, she owns new master recordings that promote more developed output. As his new songs flow, he produces streaming royalties that fill his coffins. M.R.C. According to Data / Nielsen Music, so far, Mr. Swift’s “Folklore”, U.S. Has grossed over 1.95 million total sales, including full album copies and on-demand audio dio and video streams.

Her first six albums have a different story, which Los Angeles-based investment firm Shamrock Capital Advisors LLC recently bought from its rival, celebrity talent manager Scooter Brown, for more than $ 300 million. Ms. Swift has said she is remodeling her previous work, which will encourage fans to listen to her own new versions instead of the old ones she doesn’t have.

Record labels, for their part, are hungry for new releases in the streaming era and welcome more content. During the last five years or so, the U.S. The record business has been revived by revenue from music streaming on services such as Spotify and Apple Pal Music. Something that is popular on streaming is 21st century music, not tunes from the 1960s and 1970s. While the excitement of nonstop content can also pose challenges, music-industry observers say.

Ms. Swift’s announcement “Evermore”, which also features the female rock trio Ham, arrives on the first night of Hanukkah and three days before her 31st birthday. “This time I thought I’d give you something!” He said on social media. A music video for the album’s leadoff track, “Willow” will come down on Friday morning.

Write to Neil Shah at [email protected]

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Sada Baby leaves many projects in a year. An earlier version of the article incorrectly stated that the artist’s name was Saba Baby. (Updated December 10)

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