With over 30 different versions, Taylor Swift’s latest album broke first-week sales records. Here’s how artists can make the most of releasing different album versions.

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A new era of album releases?

Taylor Swift isn’t just topping the charts, she’s setting out the rulebook on album releases. With her latest album, The Life of a Showgirl, Swift dropped over 30 different versions and sold more than 4 million copies first-week in the US- setting a new record for first-week album sales in US history. These numbers are nothing short of incredible, but they can also serve as a case study in how artists can turn one album release into a creative rollout complete with different versions.

So, what exactly are album variants? They’re essentially just alternate versions of an album. Think exclusive vinyl designs, bonus tracks, limited covers, or digital extras like voice memos. Each one comes with a unique twist, and gives superfans a new reason to buy (and often collect) multiple copies.

It’s not a brand-new concept at all. They work similar to deluxe albums and reissues that have existed for decades. However, in today’s fan-driven landscape, these variations have evolved into one of the most effective tools for boosting engagement, sales, and longevity.

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The Swift effect

Swift’s latest album rollout is the ultimate example of this strategy in effect. According to Cosmopolitan, The Life of a Showgirl has been released in 34 different formats so far. This includes vinyl and CD versions to cassettes and digital downloads. Some included acoustic versions, while others featured voice memos or just had a different cover design. A few were tied to merch drops or time-limited sales windows, like exclusive 48-hour vinyls or digital bundles available for just a matter of hours. 

The Life of a Showgirl Variant Count: 38 Versions via Billboard
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Unsurprisingly, fans snapped them up instantly. DMN reports that some fans don’t even open them either, showing the power of collector culture among music fans.

Swift isn’t alone though. Luminate reports that the average number of physical variants around the top 10 albums jumped from 3.3 in 2019 to 8.9 in 2023. Meanwhile, more recent Luminate data indicated that releasing 3 or 4 versions of a single can be the best way to find success. It’s become a trend that spans across genres.

Why release different album versions?

Beyond the buzz, there’s a clear commercial reason for releasing multiple versions of each album release. Luminate and Billboard charting methods mean that physical album sales are worth more than streaming equivalent. That means when you sell more physical copies, your sales are boosted more than relying on streams. With that in mind, it’s no wonder that Swift was able to break the first-week sales record.

Compare Swift’s strategy to Adele’s release for 25, the previous first-week album sales record holder. Despite only releasing one version of her album, Adele’s achievement was helped by the absence of streaming availability. As a result, fans had to go out and buy physical copies- boosting first-week sales.

It’s more than just sales though. Releasing alternate versions or remixes can also extend an album/song’s life cycle, reach new audiences (especially if you collab), and let fans connect with the music in different moods or styles. A slowed-down version might thrive on TikTok edits, while an acoustic version might connect with listeners wanting a more chill vibe. Every variant can serve a unique purpose.

Tips for making album variants work for you

If you’re an independent artist, you don’t need 30 versions to see results. Here are some smart, manageable ways to apply this strategy:

Create scarcity

Keep quantities limited. Limited runs make fans act fast and feel part of something they can’t miss out on.

Time-limited drops

Set short sales windows. Swift’s strategy included exclusives from 48 hours to 6.5. They worked because fans knew they couldn’t hesitate.

Taylor Swift’s ‘The Life of a Showgirl’ limited edition vinyl sells out in under an hour

Test and tweak

Try different merch or formats to see what sells best. Vinyl color variants? Signed copies? Exclusive bonus tracks? Track your audience’s response and lean into what works.

Reward your superfans

Exclusive editions, signed copies, or personalized notes resonate with your most dedicated fans. Create more of these, as they’re the ones most likely to buy multiple formats.

Mix up the content

Acoustic, live, remixed, or collab versions give listeners something familiar that feels fresh. You don’t need to do this for the whole album either. Simply repackage the best moments. 

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Stay authentic

Don’t overdo it. Fans can tell when something’s designed purely to sell. For example, Swift released some perhaps questionable voice memos of her creating some of the tracks, but it works because her fanbase are so dedicated. That doesn’t mean you should too. Keep the variants meaningful and tied to your artistic vision.

Know your limits

Most importantly, this approach isn’t for everyone. Producing multiple formats can be expensive, and not every artist has the fanbase to make it worthwhile. Focus on what fits your budget and your audience. Having some kind of physical release to begin with can still make an impact.

Final thoughts

Album variants aren’t just a passing trend, they’re part of a bigger shift in how fans consume and collect music. For many, physical copies are now collectibles, and the biggest artists are using that to their advantage.

Whether you’re an independent artist or a chart-topping act, offering fans different ways to connect with your music can increase your reach, drive sales, and keep your release cycle alive long after the first day.

Get your release off to a flying start with RouteNote. Distribute your tracks to streaming platforms everywhere for free with RouteNote today!