How Taylor Swift scored the biggest album opening of all time
Madonna’s “MDNA.” Bruce Springsteen’s “The Rising.” Mariah Carey’s “Memoirs of an Imperfect Angel.”
According to the Recording Industry Assn. of America, none of these albums — each the 12th studio LP by its respective maker — has sold 4 million copies in the United States in the decade or more since it was released.
Yet that’s what Taylor Swift just did in a single week with her 12th album, “The Life of a Showgirl,” which Billboard reported Monday had moved 4.002 million copies in the seven days between Oct. 3 and 9.
That figure, which combines sales and streaming numbers, represents the biggest opening week for an album in modern history, breaking the record set by Adele 10 years ago when her “25” moved 3.482 million units in its first week.
Swift marked the achievement on Instagram on Monday with a note to her 281 million followers.
“I’ll never forget how excited I was in 2006 when my first album sold 40,000 copies in its first week,” she wrote. “I was 16 and couldn’t even fathom that that many people would care enough about my music to invest their time and energy into it. Since then I’ve tried to meet and thank as many people as I could who have given me the chance to chase this insane dream. Here we are all these years later and a hundred times that many people showed up for me this week.
“I have 4 million thank you’s I want to send to the fans,” she added, “and 4 million reasons to feel even more proud of this album than I already was.”
The speed with which Swift hit the 4-million mark is undeniably impressive. Morgan Wallen’s “I’m the Problem,” the biggest album of 2025 so far, has sold and streamed the equivalent of 4.2 million copies, according to the trade journal Hits. But “I’m the Problem” has been out since mid-May; “Showgirl” will almost certainly have surpassed Wallen’s LP by the end of this week (if it hasn’t already).
What’s more remarkable is where “Showgirl’s” blockbuster success comes in the arc of Swift’s career.
Madonna and Springsteen were both in their early 50s when they released their 12th LPs; Carey was 40 when “Imperfect Angel” came out. Swift, in contrast, is only 35 — one advantage of starting out professionally as a teenager.
Still, Swift has been a star for nearly two decades, a point at which many pop musicians have shifted the focus of their work to touring even as they continue to make new records generally ignored by all but their most devoted fans. In 2024, according to Pollstar, Madonna’s and Springsteen’s latest road shows — each drawn from a catalog packed with hit songs — were among the year’s 10 highest-grossing tours.
And indeed Swift has been amply rewarded on the road: At No. 1 on Pollstar’s list was her Eras tour, which sold more than $2 billion in tickets across 149 dates on five continents.
Yet unlike virtually every other veteran act in music, Swift’s recording business is growing along with her live business.
“Everything that’s happening here is historic and unprecedented,” said Hits’ editor in chief, Lenny Beer. “Maybe if the Beatles had stayed together, we’d have seen something like it.”
Also worth considering: Nobody seems to think “The Life of a Showgirl” is Swift’s best album. Reviews have been mixed, and even some fans have expressed disappointment with the record on social media — a once-unthinkable development among the fiercely loyal Swifties.
So how did the singer pull off such a feat?
First, a little math: Of “Showgirl’s” 4 million units, approximately 3.5 million were sales of either digital or physical versions of the album (including CDs, cassettes and vinyl LPs); the remaining half-million came from streams of the album’s songs on platforms like Spotify and Apple Music, which the data firm Luminate counts toward what it calls streaming equivalent albums.
“Showgirl’s” 12 songs racked up 681 million streams in all, Billboard said — the fourth-biggest streaming week of all time, behind Swift’s “The Tortured Poets Department” and Drake’s “Scorpion” and “Certified Lover Boy.” But the album’s sales number is the largest ever recorded since Luminate started tracking sales electronically in 1991.
Among Swift’s strategies to get to that number was selling more than three dozen editions of the album, each with its own artwork and bonus material designed to lure collectors. On vinyl alone, “Showgirl” came out in eight so-called variants, which helped drive the album’s first-week vinyl sales to a modern record of 1.3 million copies.
Offering something for sale doesn’t necessarily mean anyone will buy it, of course. Yet Swift was positioning “The Life of a Showgirl” as a juggernaut from the moment she announced it. Appearing with her fiancé, the NFL player Travis Kelce, on his “New Heights” podcast in August, the singer described the album as a return to the hit-making ways of albums like “Red” and “1989” after the relatively experimental “Folklore” and “Tortured Poets Department.”
To make “Showgirl,” she reteamed with the Swedish producers Max Martin and Shellback, with whom she’d collaborated on some of her biggest singles, including “Blank Space,” “Bad Blood” and “We Are Never Ever Getting Back Together.” On “New Heights” she and Kelce talked about the new album as a “180” from the moody confessions of “Tortured Poets,” whetting appetites for the kind of crisply hooky Taylor Swift songs that blanketed Top 40 radio in the mid-2010s.
Promised the football star: “12 bangers.”
Fans visit an activation for Taylor Swift’s “The Life of a Showgirl” at the Westfield Century City mall on Oct. 4.
(Christina House/Los Angeles Times)
Once “Showgirl” was out, Swift jumped into the promotional fray with more gusto than she’d summoned in years, sitting for numerous radio interviews and putting in appearances on Graham Norton’s, Jimmy Fallon’s and Seth Meyers’ late-night shows; the weekend after the album’s release, a glorified sizzle reel called “The Official Release Party of a Showgirl” played in AMC movie theaters across the country.
On Monday, Swift kept the conversation going with the announcement that two Eras-related projects are headed to Disney+ in December: a six-part behind-the-scenes docuseries and a concert film of the tour’s finale in Vancouver.
“One of the hardest parts of ensuring you have a record-setting first week is making sure that everyone who could possibly be interested in your album knows about it,” said Bill Werde, director of the Bandier Program for Recording and Entertainment Industries at Syracuse University. “I’m not sure anyone has ever covered that need the way Taylor did with this album cycle.”
Yet “The Life of a Showgirl” has not been greeted as enthusiastically as some of Swift’s earlier work.
Pitchfork said “her music’s never been less compelling,” while The Guardian called the album “dull razzle-dazzle from a star who seems frazzled.” Fans on TikTok have complained that Swift’s lyrics — which take up her romance with Kelce, the burdens of fame and an apparent beef with Charli XCX — are unusually shallow; some have even formulated a kind of tradwife critique of “Showgirl” in which Swift is seen as upholding regressive ideas about marriage and domesticity.
The album has also attracted criticism from people who say Swift’s songs recycle familiar elements from other pop tunes without giving credit: the Jackson 5’s “I Want You Back” in “Wood,” for instance, and the Jonas Brothers’ “Cool” in the LP’s closing title track.
“When every song is a derivative of another song, that’s an issue,” said one hit songwriter who asked not to be named in order to speak freely. “That one song is the Jonas Brothers song — the exact same melody. And here’s how lazy that is: It’s the same key and the same tempo.”
In Werde’s view, Swift’s place atop the pop hierarchy makes such carping inevitable. “Anytime an artist gets this big, there’s going to be backlash,” he said — a take with which Swift would likely agree.
“I welcome the chaos,” she said in an interview with Apple Music’s Zane Lowe. “The rule of show business is: If it’s the first week of my album release and you are saying either my name or my album title, you’re helping.”
Even so, the polarized reaction to “Showgirl” — Swift’s 15th album to debut at No. 1 on the Billboard 200 — raises questions about the breadth of Swift’s popularity as compared to its depth. Should the album’s gargantuan numbers be taken as a sign that she appeals to a wide spectrum of pop music lovers or to a committed group of hardcore Swifties willing to spend untold amounts of money to demonstrate their loyalty?
“Showgirl’s” second-week stats should provide the beginnings of an answer, given that they won’t be shaped by one-time sales of all those limited-edition variants.
Then again, another unprecedented chart achievement from the album’s first week is already shedding some light on the matter: “The Fate of Ophelia,” the album’s lead single, is the first song ever to debut inside the top 10 of Billboard’s Pop Airplay chart — an indication of the heavy Top 40 radio play it’s getting along with the millions of daily streams that have kept it atop Spotify’s U.S. Top 50 tally since the song came out.
That’s one banger certified, with more perhaps to come.
