The power of the Swifties: Taylor’s ‘Midnights’ breaks streaming and vinyl sales records
Taylor Swift set another record at the Billboard 200 chart, as her seventh studio album “Midnights” enters with a healthy 23,000 units in the US (up from 20,000 the week before) and is the best-selling album of the week based on streaming alone, according to Nielsen Music.
Swift, who previously sold over 17 million albums in the US, sold 6.1 million units this week, breaking the record for an album with the lowest sales week of the year. “Midnights” also debuted at No. 1 on the Billboard Digital Albums chart, surpassing previous No. 1s with “1989” and “Speak Now” from 1989 by Taylor Swift.
In advance of the record-breaking album sales, Swift performed “24K Magic” at her Friday night show in New York’s Madison Square Garden (the first of four sold-out shows for the night). The performance has reached more than 10 million streams across all of Swift’s social media platforms, and set a record for the fastest-selling “24K Magic” video to date.
Swift’s “Midnights” has sold more than 19 million copies in the US according to Nielsen Music, earning the album-to-song ratio of 1:100 (it’s the highest album-to-song ratio of any album released this year on Billboard 200, surpassing the 1:1 ratio for Rihanna’s highly-anticipated comeback album).
“Midnights” also holds the record for the highest streaming-only album sales (in addition to streaming) of the year, with more than 18.1 million streams, according to Nielsen Music.
The sales in the US and streaming dovetailed with the chart debut.
Swift’s “24K Magic” also debuted at No. 17 in the US and also set a new streaming-only best-seller record.
In addition to the Billboard 200, this week’s chart action included the Billboard Top Digital Albums, Billboard Adult Alternative Songs, Billboard Digital Songs, Billboard Dance Club Songs, Billboard Rap Songs, Billboard Hot 100 and Cashbox Top 25. For the week, “Midn