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Tay: What's her ceiling?

Fri, Nov 2, 2012 at 5:53 PM

Taylor Swift's massive 'Red' sales: What's her ceiling?

by Kyle Anderson Entertainment Weekly

Congratulations are in order for Taylor Swift, who may not have won Entertainer of the Year at the CMAs last night but for all intents and purposes made it rain with her new album Red. The country-popper’s fourth release moved 1.21 million copies in its opening week, and set a boatload of records along the way. Most notably, she became the only woman in the SoundScan era to sell over a million copies in a week on more than one occasion, as her previous album Speak Now also went instant-platinum back in 2010.

But there’s one statistic that really stands out, and that’s the fact that Red represents the biggest single week for a release since 2002, when Eminem’s The Eminem Show moved 1,322,000 copies in its opening week. Red is still only the eighth biggest opening week of all time, but it’s way more impressive a showing than a lot of the albums in front of her, the bulk of which were released between 2000 and 2002, when music was the centerpiece of the pop culture conversation, record stores still existed, TRL remained a power player, and the evil Internet had yet to make its full impact on downloading culture (Napster was at its height, but in the pre-iTunes universe, most people were still wary of online music, and the shift to universal broadband hadn’t set in yet).

The fact that Swift has not only put up such a big number but actually improved upon her last album is nothing short of remarkable. The industry has only narrowed since she last released an album, and yet here she is cranking up her sales numbers. So while she basks in the glow of her latest industry-related victory, the question arises: What is Taylor Swift’s ceiling? Most pop stars of her caliber run into some variation on the same recurring problem: Their audience simply doesn’t move with them. Because of the speed with which music culture shifts, and because of the nature of pop music, the cliché is that the 14-year-olds who bought your album in droves have moved on to something entirely different by the time they are 16. While Britney Spears set a record for a female artist when she moved 1.32 million copies of her sophomore album Oops!…I Did It Again in 2000, her subsequent solo albums have yielded steadily diminishing returns. In fact, her last album Femme Fatale limped to platinum status after opening with 276,000 copies sold—a solid number to be sure, but light years away from her previous sales efforts.

Swift doesn’t have that problem—her first-week sales actually increased, and there’s no reason to doubt that Red will dominate the holiday sales season and go platinum many times over. It may seem unfair to compare Spears to Swift, as the latter has made an entire career out of maintaining her agency over her career, while Spears exists primarily as a cypher. But their music both caters to very young girls, and young girls grow into teens.

EW Daily Poll: Excited for 'Wreck-It Ralph'?

But because of her independent nature, Swift has an edge with her rapidly-aging audience, as she is marketed primarily as a songwriter, a skill that she has managed to hone and expand over the course of her career. Like her best songs, Swift’s career presents a compelling narrative of someone who is growing both as an artist and as a human being. Her actual artistic independence is a lot easier to embrace than Spears’ see-through girl-powerisms, which by now everybody knows are written by old Swedish guys and not a young woman actually experiencing the things she’s singing about. Today’s pop fans recognize authenticity (or at least the suggestion of authenticity) with a much sharper eye, and they tend to reject those poses that are clearly flim-flammery.

So how far can Swift take this? Based on sales figures and popular opinion, she has yet to reach her peak. In fact, while logic dictates that the event horizon on the size of her first week sales might be nearing, the crest of that wave still may be one or two albums away. As the music business narrows and there are fewer sure things, Swift could easily become the definitive pop star of this generation, grinding out instant-platinum smashes every two years for the next decade. Look at how many massive entities wanted to be on the Swift Express this time around: CoverGirl, Target, Papa John’s, Wal-Mart, and a bevy of others. There will be a lot more next time around, simply because Swift has proven herself to be the rarest of musical commodities: A best-selling artist with quite a bit of integrity and an image that doesn’t focus on her general lack of clothing.

Red seems like a watershed moment for Swift, and it is. But based on her audience, the ever-shifting music industry, and her particular set of skills, Red feels less like the culmination of something and more like the beginning of some next-level business that we haven’t yet seen this millennium

Replies to This Posting

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    Re: Tay: What's her ceiling?

    Sat, Nov 3, 2012 at 2:44 AM
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    Tay: What's her ceiling?

    Sat, Nov 3, 2012 at 4:31 AM

    CHAMP wrote:
    Taylor Swift's massive 'Red' sales: What's her ceiling?

    by Kyle Anderson Entertainment Weekly

    Congratulations are in order for Taylor Swift, who may not have won Entertainer of the Year at the CMAs last night but for all intents and purposes made it rain with her new album Red. The country-popper’s fourth release moved 1.21 million copies in its opening week, and set a boatload of records along the way. Most notably, she became the only woman in the SoundScan era to sell over a million copies in a week on more than one occasion, as her previous album Speak Now also went instant-platinum back in 2010.

    But there’s one statistic that really stands out, and that’s the fact that Red represents the biggest single week for a release since 2002, when Eminem’s The Eminem Show moved 1,322,000 copies in its opening week. Red is still only the eighth biggest opening week of all time, but it’s way more impressive a showing than a lot of the albums in front of her, the bulk of which were released between 2000 and 2002, when music was the centerpiece of the pop culture conversation, record stores still existed, TRL remained a power player, and the evil Internet had yet to make its full impact on downloading culture (Napster was at its height, but in the pre-iTunes universe, most people were still wary of online music, and the shift to universal broadband hadn’t set in yet).

    The fact that Swift has not only put up such a big number but actually improved upon her last album is nothing short of remarkable. The industry has only narrowed since she last released an album, and yet here she is cranking up her sales numbers. So while she basks in the glow of her latest industry-related victory, the question arises: What is Taylor Swift’s ceiling? Most pop stars of her caliber run into some variation on the same recurring problem: Their audience simply doesn’t move with them. Because of the speed with which music culture shifts, and because of the nature of pop music, the cliché is that the 14-year-olds who bought your album in droves have moved on to something entirely different by the time they are 16. While Britney Spears set a record for a female artist when she moved 1.32 million copies of her sophomore album Oops!…I Did It Again in 2000, her subsequent solo albums have yielded steadily diminishing returns. In fact, her last album Femme Fatale limped to platinum status after opening with 276,000 copies sold—a solid number to be sure, but light years away from her previous sales efforts.

    Swift doesn’t have that problem—her first-week sales actually increased, and there’s no reason to doubt that Red will dominate the holiday sales season and go platinum many times over. It may seem unfair to compare Spears to Swift, as the latter has made an entire career out of maintaining her agency over her career, while Spears exists primarily as a cypher. But their music both caters to very young girls, and young girls grow into teens.

    EW Daily Poll: Excited for 'Wreck-It Ralph'?

    But because of her independent nature, Swift has an edge with her rapidly-aging audience, as she is marketed primarily as a songwriter, a skill that she has managed to hone and expand over the course of her career. Like her best songs, Swift’s career presents a compelling narrative of someone who is growing both as an artist and as a human being. Her actual artistic independence is a lot easier to embrace than Spears’ see-through girl-powerisms, which by now everybody knows are written by old Swedish guys and not a young woman actually experiencing the things she’s singing about. Today’s pop fans recognize authenticity (or at least the suggestion of authenticity) with a much sharper eye, and they tend to reject those poses that are clearly flim-flammery.

    So how far can Swift take this? Based on sales figures and popular opinion, she has yet to reach her peak. In fact, while logic dictates that the event horizon on the size of her first week sales might be nearing, the crest of that wave still may be one or two albums away. As the music business narrows and there are fewer sure things, Swift could easily become the definitive pop star of this generation, grinding out instant-platinum smashes every two years for the next decade. Look at how many massive entities wanted to be on the Swift Express this time around: CoverGirl, Target, Papa John’s, Wal-Mart, and a bevy of others. There will be a lot more next time around, simply because Swift has proven herself to be the rarest of musical commodities: A best-selling artist with quite a bit of integrity and an image that doesn’t focus on her general lack of clothing.

    Red seems like a watershed moment for Swift, and it is. But based on her audience, the ever-shifting music industry, and her particular set of skills, Red feels less like the culmination of something and more like the beginning of some next-level business that we haven’t yet seen this millennium


    Source

    Great story! I hadn't thought about how most other artists suddenly become successful with one hugely successful album....and then their release week sales steadily decrease.

    If you think of release week sales as the group of fans who care enough to make a special effort to buy the album, and then later sales may be from less interested fans who just happen to buy it when they run across the album somewhere.....then Taylor has a huge fanbase to carry her forward to potentially huge sales in the future



    Loving the Swiftian Way!

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    Re: Tay: What's her ceiling?

    Sat, Nov 3, 2012 at 6:11 AM

    I think she lives in the open air, she doesn't have a ceiling



    KLC, Racheal, TLQ THANKS

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    Re: Tay: What's her ceiling?

    Sat, Nov 3, 2012 at 6:17 AM

    ahh i wanna know too :3

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    Re: Tay: What's her ceiling?

    Sat, Nov 3, 2012 at 10:16 AM

    Sazzleswifty111 wrote:
    I think she lives in the open air, she doesn't have a ceiling



    KLC, Racheal, TLQ THANKS


    Ditto.

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    Re: Tay: What's her ceiling?

    Sat, Nov 3, 2012 at 10:20 AM

    thayt is true
    LuisaM

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    Re: Tay: What's her ceiling?

    Sat, Nov 3, 2012 at 10:24 AM

    Ahh, I loved this article. Thanks for sharing. The sky is the limit!

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    Re: Tay: What's her ceiling?

    Sat, Nov 3, 2012 at 10:29 AM

    Thanks for posting
    I met Taylor Swift on October 7th 2012

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    Re: Tay: What's her ceiling?

    Sat, Nov 3, 2012 at 12:51 PM

    Thats so cool! I'm so proud of Taylor for everything she's accomplished!!
    Don't you worry your pretty little mind...cuz I really do love you :)

    ^made by me

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    Re: Tay: What's her ceiling?

    Sat, Nov 3, 2012 at 5:08 PM

    I think Taylor is one of the few artist that can go as far and as long in this business as she wants as long as she wants to.



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    Re: Tay: What's her ceiling?

    Sat, Nov 3, 2012 at 5:34 PM

    It really is amazing to see everything that she has accomplished since being signed. Back to back one week platinum albums in this day and age....INCREDIBLE! She deserves it!

    It also reminds you that morals are still appreciated in the world.


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    Re: Tay: What's her ceiling?

    Sat, Nov 3, 2012 at 5:54 PM

    I'm so proud of her.

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    Re: Tay: What's her ceiling?

    Sun, Nov 4, 2012 at 1:15 AM

    Definition of Taylor = "A best-selling artist with quite a bit of integrity and an image that doesn’t focus on her general lack of clothing."

  1. MAZ avatar MAZ
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    Re: Tay: What's her ceiling?

    Thu, Nov 15, 2012 at 6:40 PM

    :D

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    Re: Tay: What's her ceiling?

    Wed, Dec 12, 2012 at 11:48 PM

    thanks for posting !!! Taylor certainly has no ceiling and she's never gonna fall cause she has to go way up from here !! And as for the selling of her albums , we are there to make sure she never falls!!!
    Be yourself cause " Those who mind don't matter and those who matter don't mind "

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    Re: Tay: What's her ceiling?

    Thu, Dec 13, 2012 at 2:40 AM

    Artistically there's no comparison between Swift and Spears. No disrespect to Britney fans but each are totally different kinds of artists.

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      1. Casual Poster - How to achieve: reach the threshold of 13 posts in the forums.
      2. Serious Poster - How to achieve: reach a certain threshold of posts in the forums. How many you ask? You'll have to wait and see!
      3. Super-Serious Poster - How to achieve: reach a certain threshold of posts in the forums. How many you ask? You'll have to wait and see!
      4. Slight Obsession - - How to achieve: reach a certain threshold of posts in the forums. How many you ask? You'll have to wait and see!
      5. Taylor Connect Is Life - How to achieve: reach a VERY high threshold of posts in the forums. How many you ask? It will take you a while to get there :)

    Re: Tay: What's her ceiling?

    Thu, Dec 13, 2012 at 3:21 AM

    tswiftnation13 wrote:
    I'm so proud of her.

    I know, right? ;-)


    made by me
    Love you forever and always, Louis :)
    made by Swiftlookalike

      1. TC Founder - Joined the new Taylor Connect during the preview period (Feb 2012 - May 2012)
      1. Attention Grabber - How to achieve: draw attention to your profile!
      1. So Popular - How to achieve: become friends with over 130 other Taylor fans!
      1. Conversationalist - how to achieve: reach a certain threshold of wall posts on your profile from other users. How many you ask? You'll have to wait and see!
      1. Casual Poster - How to achieve: reach the threshold of 13 posts in the forums.
      2. Serious Poster - How to achieve: reach a certain threshold of posts in the forums. How many you ask? You'll have to wait and see!
      3. Super-Serious Poster - How to achieve: reach a certain threshold of posts in the forums. How many you ask? You'll have to wait and see!
      4. Slight Obsession - - How to achieve: reach a certain threshold of posts in the forums. How many you ask? You'll have to wait and see!
      5. Taylor Connect Is Life - How to achieve: reach a VERY high threshold of posts in the forums. How many you ask? It will take you a while to get there :)

    Re: Tay: What's her ceiling?

    Thu, Dec 13, 2012 at 3:38 AM

    stay wonderstruck wrote:
    thanks for posting !!! Taylor certainly has no ceiling and she's never gonna fall cause she has to go way up from here !! And as for the selling of her albums , we are there to make sure she never falls!!!
    Be yourself cause " Those who mind don't matter and those who matter don't mind "


    its soooo true!!!!! we are always there for Taylor !!!!
    taylor is the best thing that's ever been mine.....

      1. TC Founder - Joined the new Taylor Connect during the preview period (Feb 2012 - May 2012)
      1. Attention Grabber - How to achieve: draw attention to your profile!
      1. So Popular - How to achieve: become friends with over 130 other Taylor fans!
      1. Conversationalist - how to achieve: reach a certain threshold of wall posts on your profile from other users. How many you ask? You'll have to wait and see!
      1. Casual Poster - How to achieve: reach the threshold of 13 posts in the forums.
      2. Serious Poster - How to achieve: reach a certain threshold of posts in the forums. How many you ask? You'll have to wait and see!
      3. Super-Serious Poster - How to achieve: reach a certain threshold of posts in the forums. How many you ask? You'll have to wait and see!
      4. Slight Obsession - - How to achieve: reach a certain threshold of posts in the forums. How many you ask? You'll have to wait and see!
      5. Taylor Connect Is Life - How to achieve: reach a VERY high threshold of posts in the forums. How many you ask? It will take you a while to get there :)

    Re: Tay: What's her ceiling?

    Thu, Dec 13, 2012 at 6:38 PM

    That's a great article! Thanks for posting :)
    Don't you worry your pretty little mind...cuz I really do love you :)

      1. TC Founder - Joined the new Taylor Connect during the preview period (Feb 2012 - May 2012)
      1. Attention Grabber - How to achieve: draw attention to your profile!
      1. So Popular - How to achieve: become friends with over 130 other Taylor fans!
      1. Conversationalist - how to achieve: reach a certain threshold of wall posts on your profile from other users. How many you ask? You'll have to wait and see!
      1. Casual Poster - How to achieve: reach the threshold of 13 posts in the forums.
      2. Serious Poster - How to achieve: reach a certain threshold of posts in the forums. How many you ask? You'll have to wait and see!
      3. Super-Serious Poster - How to achieve: reach a certain threshold of posts in the forums. How many you ask? You'll have to wait and see!
      4. Slight Obsession - - How to achieve: reach a certain threshold of posts in the forums. How many you ask? You'll have to wait and see!
      5. Taylor Connect Is Life - How to achieve: reach a VERY high threshold of posts in the forums. How many you ask? It will take you a while to get there :)

    Re: Tay: What's her ceiling?

    Thu, Dec 13, 2012 at 6:42 PM

    Sazzleswifty111 wrote:
    I think she lives in the open air, she doesn't have a ceiling

    THAT IS SO TRUE