Taylor enters folklore with surprise album


Photo: Beth Garrabrant

Taylor Swift smashes multiple chart records and goes straight in at No1 with career-defining surprise album ‘folklore’

If you thought 2020 couldn’t possibly bring any more surprises, think again – Taylor Swift shook the entire industry by teasing ‘folklore’ a mere 17 hours before its release, a record that would go on to break records and reveal a whole new dimension to Swift’s artistry.

The team at EMI reacted with lightning speed to the challenge of a surprise album, by getting tracks straight onto the Radio 1 playlist, garnering huge support from streaming partners, and scoring covers of New Music Friday and Hot Hits UK.

Having been entirely written and recorded during the Covid-19 lockdown, it’s a staggering feat that Taylor has scored the biggest week one streams of her entire career with this release, accumulating over half a billion audio and video streams globally in the first week.

Taylor is the first and only female artist in the 21st century to score five No.1 studio albums in the UK. The album has received a raft of glowing reviews, with Paste Magazine declaring folklore “One of her best, most perfectly-produced projects ever”.

David Balls, senior marketing manager at EMI comments: “Taylor has delivered a career-defining album with ‘folklore’, which has received an incredible response from fans, critics and the artist community. Our goal from the outset has been to support and amplify the record and to really let the music speak for itself. The beauty of a surprise album release is it requires an all hands on deck approach to mobilise at short notice, which is both exciting and rewarding when you see the excellent results achieved.”

Taylor’s ‘folklore’ became the best-selling record of the year after just one week. She is truly in her own lane, breaking not only her own career landmarks, but global records – the release of ‘folklore’ marks the biggest selling week registered for any album since Swift’s own ‘Lover’ in 2016. As Laura Snapes wrote in The Guardian, “folklore proves that she can thrive away from the noise.”

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