“We are never ever getting back together,” Taylor Swift’s new single informs an ex-boyfriend. Expect her certainty to be reinforced by the sales: 623k copies of the song were bought digitally in the US alone in its first week of release.
It’s been hailed as “the biggest digital sales week ever for a song by a woman”, which is rather selling it short – Swift’s song is the second biggest digital sales week for ALL singles ever in the US, behind only Flo Rida’s 636k copies of Right Round sold in February 2009.
Swift’s official mobile app is likely to have played a role this week. In an interview for tomorrow’s Music Ally Sandbox report, Mobile Roadie CEO Michael Schneider tells us that Swift “sent a push notification to over 1m fans to encourage them to buy” the new single – the company regularly hails Swift as a model case study on how to make best use of its apps platform.
The achievement is the latest dent in the too-widely-held theory that teenagers don’t buy music, too, given Swift’s young fanbase. A recent Nielsen study reinforced that point: 51% of US teenagers have bought a music download in the last year, 36% have bought a CD, and they’re the most likely age group to buy t-shirts and posters when attending live gigs.