It’s Taylor’s world, we’re all just living in it

Midnights – nice to meet you, where have you been. At 12 am ET on Friday, Taylor Swift's 10th studio album dropped to listening parties and closeted Swifties everywhere. A deluxe edition of the album was released three hours later to various streaming services and digital retailers.

Fast-forward 24 hours, and Midnights held the all-time single-day streaming records on Apple Music, Spotify, and Amazon Music. Which just begins its list of accolades.

• The album set a new modern-era record for weekly vinyl album sales; 400,000+ people said “you belong with me” in the first 24 hours.
• Midnights sold 800,000+ total copies over the first 24 hours, per Billboard, making it the best-selling album of the year so far. This also marks the largest sales week of any US album… since Swift’s reputation debuted in 2017.

If you’re counting along with us, that’s three simultaneous streaming records, two weekly sales milestones, and the best-selling album of the year – all in one day. And if you’re waiting for the other shoe to drop, you’ll be waiting a while… there’s no anti-hero in this story.

🤔🥚 In the know: Swift is notorious for leaving easter eggs or embedding hidden messages in her lyrics, music videos, CD liners, interviews, or social media posts – and many expect Midnights is no different. Dive deeper.

P.S. We left three T-Swift easter eggs of our own in the above story, in the form of song titles and lyrics. Can you spot them all?