Taylor Swift is enjoying quite the sales boost following her Friday (May 30) announcement that she had purchased the masters of her first six albums. Based on preliminary data from Luminate, we’re starting to get a sense of which albums Swifties are turning to most frequently to celebrate.
Looking at her Republic Records studio catalog, not including the Taylor’s Version re-recordings, all those albums experienced gains from Friday-Saturday (May 30-31), ranging from the slight 5.6% gain that The Tortured Poets Department experienced in sales when compared to the daily average of the preceding 11-day period, to the 21.9% increase her Evermore album enjoyed when comparing those periods, according to Billboard‘s calculations based Luminate’s on preliminary sales and streaming activity data.
Meanwhile, the Taylor’s Version albums almost all outperformed the Evermore increase, except for the 1989 re-record, which just missed out by growing 21.3% in the two-day average after the announcement versus the previous 11-day average: Red (Taylor’s Version) grew by 23.2%, Speak Now (Taylor’s Version) by 27.5% and Fearless (Taylor’s Version) by 27.9%, per preliminary data from Luminate, Billboard calculates.
Moving over to Swift’s Big Machine albums, the original 1989 album had the least amount of growth but even its percentage increase of 41.2% swamped the percentage gains posted by all the Republic albums. Leading the growth charge, Taylor Swift’s eponymous first album enjoyed a 484.4% increase, followed by Speak Now with a 343.9% increase in the two days after the announcement versus the 11 days prior; Reputation, up 328%; Red at 173.7% greater; and Fearless with a 140.4% rise when comparing the two periods, Billboard further calculates.
However, even with the original whopping percentage gains on a unit count basis for the two periods, none of those albums outperformed the Taylor’s Version albums in absolute sales for the post-announcement two-day period. For example, 1989 (Taylor’s Version) averaged a few hundred above 2,000 album consumption units for the two-day period, while the original version’s total album consumption was a few hundred over 1,000 units.
Even the original Speak Now, which saw a 343.9% increase, fell 10 units shy of Speak Now (Taylor’s Version), when looking at the average total consumption units for the two-day period.
On a unit basis, Reputation the biggest gain — nearly 6,000 units — to bring total sales on average for the two-day period to nearly 8,000 units, versus the nearly 2,000 units the album averaged in the 11 days prior to the announcement. In fact, that album was by far the best performing album in the Swift catalog over the two-day period.