Wednesday, June 19, 2024

Taylor Swift’s “Folklore” Expecting Stunning 85% to 95% Second Week Drop in Sales without Usual Promotional Activities


Taylor Swift’s “Folklore” came out of gate unexpected and hot in its first week. Total sales including streaming of singles came to 835,000. Around 627,000 of that was digital album sales on iTunes and other downloading services.

But there will be a HUGE drop in the second week according to and Buzz Angle/Alpha Data. Total sales will be around 125,000 all in. And only 25,000 of those will be from downloads. The rest will be attributed to streaming.

That means a 95% drop in digital downloads, and an over all drop by 85% including streaming. Pretty much everyone who wanted “Folklore” bought it in week 1. The stragglers are here for week 2.

What happened? Taylor couldn’t promote the album. I mean, she could have if she wanted to be clever. But all regular conventional means were unavailable thanks to the pandemic. And her four big stadium concerts for mid summer were long ago cancelled.

There were no CDs, either. I don’t know why. That really hurt her. It’s not too late, but I doubt even the most ardent fans are going to double buy.

At least a lot of celebrities got cardigans. That’s some consolation.


Roger Friedman
Roger Friedman
Roger Friedman began his Showbiz411 column in April 2009 after 10 years with Fox News, where he created the Fox411 column. His movie reviews are carried by Rotten Tomatoes, and he is a member of both the movie and TV branches of the Critics Choice Awards. His articles have appeared in dozens of publications over the years including New York Magazine, where he wrote the Intelligencer column in the mid 90s and covered the OJ Simpson trial, and Fox News (when it wasn't so crazy) where he covered Michael Jackson. He is also the writer and co-producer of "Only the Strong Survive," a selection of the Cannes, Sundance, and Telluride Film festivals, directed by DA Pennebaker and Chris Hegedus.

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