The opening week sales for Midnights, Taylor Swift’s 10th album, are unprecedented in the streaming era.
on Spotify. But most ironically, in an era where physical sales and digital purchases are no longer the main currency of the realm, Swift still managed to find a way to convince her audience to obtain her album the old-school way.
As the Luminate data shows, over 955,000 units — nearly 80 percent of the sales — came from digital downloads, CD, cassette, and vinyl sales. Swift sold about half a million vinyl copies, another high point in the still ongoing vinyl boom. Those numbers reflect Swift’s near-unmatched talent at moving merchandise.
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