Taylor Swift’s new album ‘Lover’ drops on 23 August, and she has teamed up with YouTube for a live-streamed event the day before called ‘Lover’s Lounge (Live)’. It’ll see Swift performing a new track from the album, taking part in a Q&A, and plugging her collaboration with Stella McCartney on a new clothing range. At the end of the stream, Swift’s video for the album’s title track will premiere on YouTube, with fans, Swift and label UMG alike surely keen to beat the 65.2m first-day views of her single ‘Me!’ from earlier this year. And perhaps to challenge the much-talked-about 75m figure which Sony Music put out for its artist Badshah earlier this summer, which YouTube has thus far pointedly declined to confirm as an official record.
Anyway, the YouTube event and premiere on 22 August will be a big deal, but it’s safe to assume that Spotify, Apple Music and other streaming services will all be pulling out plenty of stops for the release of ‘Lover’ too, offering their own exclusive content and/or access to the artist.
In separate YouTube news, the company has hired Spotify exec Will Hope as its head of artist marketing, EMEA. He’d been at Spotify for nearly a decade.