Taylor Swift is gearing up for her 12th studio album. Credit to TAS Rights Management.
Los Angeles, California (August 15, 2025)- In the world of popular music, the ultimate sign of a superstar talent at the peak of their powers isn’t always their magnum opus. Instead, it’s when their less acclaimed work still manages to break records and dominate the charts. This phenomenon, which can be described as “monetizable mid,” is a testament to the power of a brand so strong it can sell water to a whale, or in this case, sell a less critically beloved album to a growing fanbase.
This pattern has been seen with legendary artists throughout history. 50 Cent’s The Massacre famously outsold his classic debut, Get Rich or Die Tryin’, in its first week. Eminem’s Encore became one of the best-selling rap albums of all time, despite not being as revered as The Eminem Show. Even Adele’s juggernaut album, 25, thrived off a fanbase that had a little more love for her previous work. While these artists all reached incredible heights, their runs eventually cooled, following the natural laws of culture.
However, there is one artist who appears to be an exception to this rule: Taylor Swift.
Even the most passionate Swifties have admitted that some of her more recent albums and re-records aren’t always as strong as her earlier classics. Yet, this has not led to a decline in her fandom. Her fanbase has only continued to grow, fueled by several key factors, including the saga of her master’s ownership and the frenzy surrounding her record-breaking Eras Tour.
Unlike many legacy acts that pack stadiums with fans who want to hear only the old hits, Swift has found a way to have it both ways. Her Eras Tour is a product of the popularity of both her old and new music. While a Coldplay fan might not be able to name a song from their latest album, a Swift fan is just as likely to want to hear a track from The Tortured Poets Department as they are a classic from Fearless. This unique dynamic is a key driver of her sustained success.
The timing of her career has also been a major factor. In the current era of streaming and social media, it’s harder for new stars to break through, which benefits established artists with a powerful brand. Swift’s new partnership with Universal Music Group has allowed her to release music at an unprecedented pace, a strategy that has proven to be incredibly lucrative. While other artists may have been bigger at the peak of their powers, no one has taken more advantage of all the elements, both in and out of her control, to achieve this level of commercial success.
Swift’s imperial run has now lasted longer than most popular artists’ entire careers. While it won’t last forever, it’s clear that she and her team are continuing to strike while the iron is hot.
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