Reuters US Business
By Dawn Chmielewski
LOS ANGELES, October 3 (Reuters) -Superstar Taylor Swift's latest studio album, "The Life of a Showgirl," arrives Friday with a promotional blitz that includes midnight sales at Target stores, a release party at movie theaters around the globe and pop-up experiences in New York and Los Angeles.
The release follows "The Tortured Poets Department," Swift's 11th studio album, which debuted at No. 1 on the Billboard 200 album chart, and sold the equivalent of 8 million albums in the United States, according to Luminate, a firm that tracks music sales.
"She occupies a very rare position in today's fragmented music landscape: she is an active superstar with a massive and loyal fan base," said Tatiana Cirisano, vice president of music strategy for MIDiA Research.
These passionate followers, who self-identify as "Swifties," help the artist break through the fragmented music landscape, and rise to the top of the charts, said Cirisano.
"So few can get such a massive number of people listening to the same thing at once. So, it would surprise me a lot if the new release did not reach her usual level of success," she said.
Swift has been building anticipation for the new album since August 11, when she posted a countdown on her website that kept fans waiting until 12:12 a.m. ET on August 12, when she revealed the name of her 12th album "The Life of a Showgirl."
The next day, Swift appeared on the "New Heights" podcast hosted by her fiancé, Kansas City Chiefs tight end Travis Kelce, and his brother, retired Philadelphia Eagles lineman Jason Kelce. The Top-10 rated sports and pop-culture podcast provided a friendly platform for Swift to talk about her forthcoming album, which she said had been inspired by the joy she felt while performing around the world on her record-setting Eras Tour. The August 13 episode has surpassed 23.4 million views on YouTube.
Swift has emerged as a cultural and economic force. Her globe-trotting Eras Tour was the highest-grossing tour of all time, surpassing $2 billion in ticket sales by the time it concluded in December 2024, according to Pollstar, a trade publication that tracks the concert industry. That figure does not include the boost to hotel and Airbnb rentals, restaurant tabs and merchandise sales.
Academics have said Swift rivals other pop icons, like Elvis or Michael Jackson, in terms of her cultural impact -- whether it's driving tune-in to NFL gamesor leading voter registration drives.
Business partners have been eager to tap into the phenomenon that's been dubbed "Swiftonomics."
AMC Theatres announced plans to distribute "The Official Release Party of a Showgirl," an 89-minute film that features the first music video from the album, "The Fate of Ophelia," behind-the-scenes footage from the making of the music video, and Swift's reflections on songs from the album. The film will be in limited release, from Friday through Sunday, in more than 50 markets.
Retailer Target plans to open some stores at midnight Friday to sell a limited-edition vinyl pressing of the album with a "gold shimmer," and three CDs featuring exclusive album and poster art.
Music streaming service Spotify opened a three-day pop-up in New York City on Tuesday, to let Swift fans step into the world of the album, with song lyrics hidden among displays that included a dressing room and other trappings of a concert tour. On Friday, TikTok opened its own "Life of a Showgirl" installation in Los Angeles.
Taylor Nation, the artist's promotional team, released a schedule of promotional appearances to tout the new album, including stops on "The Graham Norton Show" on Friday, "The Tonight Show Starring Jimmy Fallon" on Monday and "Late Night with Seth Meyers" on Wednesday.
(Editing by Patricia Reaney)
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