Taylor Swift dropped ME! the primary track off her new album late Thursday, together with a pastel-hued confectionary feast of a music video — and shock! It is already damaged a complete bunch of information.
YouTube tweeted on Sunday that the video had damaged the report for highest feminine and solo 24-hour debut for any music video on the platform with 65.2 million views (closing on 90 million on the time of writing). Vevo additionally mentioned Sunday that ME! broke the report for essentially the most views in a single day. Amazon added that ME! broke two information — one for many first-day streams, and one for essentially the most on-demand voice requests with Alexa than every other single debut on Amazon Music.
We have detailed how one can stream and purchase the brand new single in our How To. Somewhat bonus: Should you stream the track by means of Spotify’s cell app, you get cute, unique vertical movies, simply as you probably did for Delicate throughout the Status period.
For every week and a half previous to the track’s launch, Swift teased the launch of… one thing pink and sparkly on Instagram. On Thursday night she put Swifties worldwide out of their distress, asserting a brand new single ME! that includes Brendon Urie of Panic! At The Disco. The music video for ME! premiered at midnight ET, April 26 on YouTube and options Swift talking in French and unveiling a brand new pet cat named Benjamin Button after the F. Scott Fitzgerald character.
Famend puzzle fan Swift additionally hid a complete bunch of Easter Eggs, references to her previous work and traditional films within the video for ME!, main her followers on a merry dance in the hunt for visible metaphors and symbols just like the Pied Piper of Nashville. Earlier than, throughout and after the video dropped, she moved deftly between Twitter, Instagram, YouTube and Tumblr, interacting with followers, answering their questions and customarily being extra lively throughout social media than she has for a few years.
She additionally prolonged the path of breadcrumbs by hinting that the title to her subsequent album (at present known as TS7) and her subsequent single are hidden inside the video. Swifties have been exploring theories on social media — essentially the most convincing of which posit that that the album and single names include the phrases “coronary heart”, “residence” and/or “kaleidoscope”.
The one announcement is the top results of a 13-day countdown Swift posted to Instagram and our first glimpse of what to anticipate from her new album (for now being known as TS7). It is the primary music the multi-Grammy winner has launched since 2017 and the follow-up to her bestselling album Status.
Taylor hearts Tumblr
Forward of the announcement, Swift spoke Wednesday about Tumblr. For Swift’s followers, Tumblr is the place they’ll go to work together with the star, share jokes or information from their lives and possibly even rating an invitation to hang around at her home.with one other social media platform:
Tumblr is one in every of Swift’s high three inspirations (together with Paul McCartney and cats), she informed Time in an interview. “It is like a window into what my followers are going by means of,” she mentioned. “It makes me really feel like I can know them higher.”
In, Swift detailed the methods by which she manages negativity on social media. Tumblr appears to generate much less negativity for Swift than maybe different social networks do, however that does not imply it isn’t as addictive.
“I undoubtedly go down the Tumblr rabbit gap so much — typically a lot in order that I want my mind to take a break, however then I simply go proper again,” she mentioned. “It is simply, like, cannot keep away.”
In an unique video for Apple Music, Swift described how she’d constructed the concept of celebrating individuality into ME!, partly as a rejection of the damaging ideas and emotions individuals have about themselves as a consequence of what they see on-line.
“It is about not feeling such as you’re replaceable,” she mentioned. “We’re despatched so many messages that there is a higher model of us on a social media app, with higher abs, in a greater trip spot. You are the one one in every of you — that is it. There’s simply you.”
Up to date 4/28/19 8.15 A.M. PT: Added particulars about YouTube and Amazon streaming stats.
Up to date 4/28/19 2.15 P.M. PT: Added stats from Vevo.