According to Republic Records, Taylor Swift’s new album ‘Lover’ has whizzed past the mark of 3m ‘album equivalent units’ worldwide since its release a week and a half ago. Interesting, since a third of that consumption came from China alone. But we’re also interested in the role played by Swift’s ‘Love Taylor, Lover Enhanced Album’ playlist on Spotify. Not least because, very unusually for an artist-focused playlist, it has more than one million followers (1.05m at the time of writing). But the playlist has a much bigger audience than that: according to Swift’s public profile, she’s getting nearly 3.3 million listeners from the playlist – for comparison, she’s getting 4.8 million from juggernaut playlist ‘Today’s Top Hits’, and 1.6 million from Spotify’s ‘Global Top 50’ playlist. Thus, the enhanced album is delivering 7.8% of Swift’s Spotify listeners.
Its popularity shouldn’t come as a surprise, not least because the marketing for the ‘Lover’ album is driving fans to the playlist on Spotify, rather than to the album’s page – as you can see from her official smart-link. Note, the playlist is officially owned by Spotify, rather than by Swift herself or her label (although given the inclusion of audio messages from its star, it’s very much a partnership between the three).