Is Tay­lor Swift Los­ing Mo­men­tum Ahead of New Al­bum Rep­u­ta­tion?

A Sta­tis­ti­cal Anal­y­sis of “Look What You Made Me Do,” “…Ready For It?” and “Gor­geous”

Exclaim! - - REVIEWS - by Stephen Carlick

There’s no deny­ing that Tay­lor Swift’s (ahem) Rep­u­ta­tion has taken a hit lately.

Ever since Kim Kar­dashian outed the singer last year for hav­ing given Kanye West ap­proval for his Tay­lor-ref­er­enc­ing “Fa­mous” verse and then backpedalling to play the vic­tim, Swift has been dogged — at least in in­ter­net cir­cles — by ac­cu­sa­tions of fak­e­ness (and snake emo­jis).

Whether that will af­fect the suc­cess of her forth­com­ing sixth al­bum has yet to be de­ter­mined; we de­cided to take a look at Buz­zAn­gle data to see if we could make any kind of pre­dic­tions about how Rep­u­ta­tion might be re­ceived.

We looked at the Cana­dian stream­ing num­bers of each of Swift’s three new sin­gles in the five days fol­low­ing their in­di­vid­ual re­leases to see what they sug­gested about her pop­u­lar­ity head­ing into Rep­u­ta­tion’s Novem­ber 10 re­lease, and found that Swift might ac­tu­ally be stum­bling some­what — at least by her high stan­dards.

While her re­turn with “Look What You Made Me Do” (re­leased Au­gust 24) gar­nered her a whop­ping two mil­lion streams, it seems as though “…Ready For It?” (out Septem­ber 3), which rode the for­mer’s coat­tails to 1.3 mil­lion streams, lost her some good­will. Third sin­gle “Gor­geous” (out Oc­to­ber 20) reaped just 771,195 streams, a size­able amount for any artist, but not Swift’s usual num­bers.

And lest you think that it’s typ­i­cal for artists to lose mo­men­tum quickly an ini­tial burst: Swift neme­sis Katy Perry’s third sin­gle be­fore re­leas­ing 2017’s Wit­ness, “Swish Swish,” matched the per­for­mance of her sec­ond sin­gle “Bon Ap­petit” in its first five days, while Ed Sheeran’s twin re­lease of “Shape of You” and “Cas­tle on the Hill” both fared bet­ter than Swift’s back-toback sin­gles.

Will that af­fect Swift’s over­all record streams and sales? That re­mains to be seen. But num­bers don’t lie, and as you can see, they seem to be dwin­dling. Per­haps there’s a fourth Rep­u­ta­tion sin­gle to win her back some much­needed glory.

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