Taylor Swift is experiencing a significant uptick in album sales following her announcement on May 30 that she has regained ownership of the masters to her first six albums. Preliminary data from Luminate reveals which albums her fans, affectionately known as Swifties, are choosing to celebrate her achievement with.
Analyzing her catalog from Republic Records—not including the re-recordings branded as “Taylor’s Version”—all albums saw increased sales from May 30 to May 31. Gains ranged from a modest 5.6% rise for The Tortured Poets Department, to a notable 21.9% boost for Evermore, as reported by Billboard based on Luminate’s early figures.
The “Taylor’s Version” releases predominantly outperformed the recent gains of Evermore, with only the re-recording of 1989 coming close with a 21.3% increase. In stark contrast, Red (Taylor’s Version) soared by 23.2%, Speak Now (Taylor’s Version) jumped 27.5%, and Fearless (Taylor’s Version) experienced a remarkable 27.9% boost, according to preliminary data.
Looking at her earlier work under Big Machine Records, the original 1989 saw the least growth yet still posted an impressive increase of 41.2%, dwarfing the gains of her Republic albums. The standout was Swift’s self-titled debut album, which skyrocketed by 484.4%. Other notable increases included Speak Now at 343.9%, Reputation at 328%, Red at 173.7%, and Fearless at 140.4%.
However, despite these significant percentage growths in unit counts, the “Taylor’s Version” albums led in actual sales numbers during this two-day window. For instance, 1989 (Taylor’s Version) averaged slightly above 2,000 units sold, while the original version sold just over 1,000. Similarly, the original Speak Now, despite its impressive 343.9% rise, fell short by ten units compared to Speak Now (Taylor’s Version) during the same period.
Reputation saw the most considerable absolute gain, increasing nearly 6,000 units to bring its two-day average close to 8,000 units, compared to approximately 2,000 units in the previous 11 days. This impressive surge made Reputation the top-performing album in Swift’s catalog in the days following her announcement.