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1 song, with “willow,” along with doubling her already impressive feat of debuting an album and a song at No. In doing so, Swift has only given the pop industry a stronger case that the traditional rollout could justifiably be retired in the 2020s: Swift just logged the second-best streaming week of the year for a pop album with evermore (behind only herself ) along with the fifth-best week for any album. Instead, she didn’t just release a second surprise album - she did it within less than six months, ridding herself of whatever leftover conventional pop wisdom she (and both the new and former teams around her) may have been holding on to. All signs afterward pointed toward Swift riding that album’s success while she turned her sights toward rerecording her old music. But the surprise release paid off at the time, with record-setting sales that made folklore one of the biggest albums of the year. That news came as a major shock: Swift had previously been the industry’s most prominent loyalist to the pop-album rollout, turning her meticulously planned releases into an art of their own. “In the past I’ve always treated albums as one-off eras and moved onto planning the next one after an album was released.”Ī post shared by Taylor Swift isn’t just referring to shunning a months-long rollout to drop an album on less than a day’s notice - she had done that before, with July’s folklore. “I’ve never done this before,” she wrote on Instagram. When Taylor Swift announced her ninth album and second surprise drop of the year, evermore, hours before its release, even she acknowledged that the decision to forgo her typical promotional high jinks represented a new step. 2020 only widened the gap, both in the changing landscape of musical trends and the ways the COVID-19 pandemic and subsequent social distancing stunted album rollouts.

Grande articulated in that interview what had become a hard truth as the 2010s came to a close: Pop stars were still playing the release game with an old set of rules, and they were losing because of it. Now, in the year and a half since that impromptu release, Grande has emerged as one of the Hot 100’s best bets, with five No. “Why do they get to make records like that and I don’t?” She was already hinting at her next album in that interview too, then dropped thank u, next in February 2019 with less than three weeks of warning and less than six months after Sweetener. “It’s just like, ‘Bruh, I just want to fucking talk to my fans and sing and write music and drop it the way these boys do,’” she continued. It debuted on top of the Billboard Hot 100 to become her first No. "Red (Taylor's Version)" is out on November 12.Ariana Grande and Taylor Swift had the three biggest pop albums of the year, with little semblance of a rollout.Īfter releasing her genre-traversing fourth album, Sweetener, in August 2018, Ariana Grande told Billboard she wanted “to put out music in the way that a rapper does.” By the time the interview came out in December, she’d already dropped a follow-up single, “thank u, next,” without warning. It includes 30 songs, 20 of which are re-recordings of songs from "Red (Deluxe Edition)." There's also a smattering of new "from the vault" tracks that feature artists including Phoebe Bridgers, Chris Stapleton, and Ed Sheeran, as well as a 10-minute version of Swift's iconic ballad "All Too Well." Swift announced that "Red (Taylor's Version)" would be her next re-recorded album in June, later announcing the album's tracklist in August.

The upcoming album comes on the heels of the album "Fearless (Taylor's Version)," which Swift released in April, and "Wildest Dreams (Taylor's Version)," which the singer released as a single in September. Braun eventually sold those maters for over $300 million, Variety reported in November 2019. A post shared by Taylor Swift (Taylor's Version)" is the next album in Swift's mission to re-record her first six records, a plan that she announced in 2019 after Scooter Braun's Ithaca Holdings LLC acquired Big Machine Label LLC, which owned Swift's catalog.