Taylor Swift’s new album ‘Lover’ isn’t out until 23 August, but it’s already setting records on Apple Music. The album is now the ‘most pre-added album by a female artist ever’ on the streaming service, with 178,600 people taking advantage of Apple’s feature to cue the album up for their personal libraries in the first 24 hours after its announcement last Thursday (13 June).
“Swift’s album has also set the record for the most pre-added pop album in its first day worldwide,” reported MBW. That said, Swifties have some work to do (and admittedly two months to do it in) to beat Billie Eilish’s overall record of more than 800k pre-adds for her debut album earlier this year.
Pre-adds are Apple Music’s baked-in equivalent of pre-saves on Spotify – the latter being a feature created outside the platform, originally by Kobalt for Laura Marling, although now a number of labels and marketing firms offer such a facility. Apple Music stole a march on Spotify by integrating the idea into its own platform.