Now Taylor Swift has bought back her masters, are fans still streaming Taylor’s Version albums?
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After Taylor Swift regained control of her first six albums, a recent Luminate study reveals how her originals and re-recordings are stacking up against each other.
What’s happened in the world of Taylor Swift?
On May 30, Taylor Swift announced she had bought back the master recordings for her first six albums for an estimated $300 and $360 million. It marked the end of a lengthy and public fight over artist rights and music ownership.
In case you missed it, here’s the gist: After losing control of her early catalog in 2019, Swift began re-recording and releasing those albums dubbed “Taylor’s Version”. Swift got to re-recording four of the six albums, each complete with revamped production and unreleased tracks “from the vault”.
Swift pushed for fans to listen to these versions and, of course, her loyal fanbase got on board. These versions weren’t just welcomed – they became the definitive versions. The original albums began to take a backseat as streams of Taylor’s Versions soared.
A full breakdown of the saga can be found here, or through the blog below.
While the moment marks an occasion of celebration for Swift and her Swiftie fanbase, it poses questions for the music itself. Luminate asks whether fans are still flocking to Taylor’s Versions, or will fans even be bothered about the originals after listening to the re-recordings for so long?
Are fans still streaming Taylor’s Versions?
In short, yes. In the week following the buyback announcement, Swift’s music saw a massive streaming boost. According to a new Luminate study, fans went all-in on both the originals and the re-recordings. Here’s the breakdown on Swift’s US streaming numbers in the two weeks post-announcement:
- The original versions saw a huge streaming spike during the first week (May 30 to June 5).
- The two albums yet to receive a Taylor’s Version increased the most: her self-titled debut album rose 136.4% and 2017’s Reputation increased 121.7%.
- Streams dipped slightly in the second week but stayed above pre-buyback levels.
- Taylor’s Versions still racked up more streams than the original counterparts.
What’s next for Swift’s music?
Although it’s too soon to judge the long-term impact of Swift reclaiming her older albums, there are some early trends worth noting. For starters, Taylor’s Versions are unlikely to be going anywhere. Fans have embraced their reworked production and the previously unreleased tracks “from the vault”, becoming the preferred versions for many listeners.
Of course, some fans will prefer the originals. Now that Swift owns both, they can freely enjoy either version without feeling conflicted. Fans can create their preferred version by picking their favourite takes from each version, alongside the vault tracks.
Whether fans are there for the vault tracks, the reworked recordings, or the originals, Swift’s streams aren’t likely to slow down across any version anytime soon.
Importance for the music industry
Swift’s story brought conversations around artist rights and music ownership to the mainstream. More artists are starting to explore models that give them control over their work, seeking distribution models that let them retain their rights.
It also serves as a reminder of the importance of building fan loyalty. Swift’s dedicated Swifties have supported her at every step- from boycotting the originals when she didn’t own them, to streaming the re-recordings at large. This level of support is something only possible through cultivating a following of superfans who will support you and your artistry at every stage- something that all artists should strive to achieve for long-term success.