Taylor Swift’s ME! breaks YouTube, Vevo and Amazon Alexa request information


Taylor Swift dropped ME! the primary music off her new album late Thursday, together with a pastel-hued confectionary feast of a music video — and shock! It is already damaged an entire bunch of information.

YouTube tweeted on Sunday that the video had damaged the file for highest feminine and solo 24-hour debut for any music video on the platform with 65.2 million views (closing on 90 million on the time of writing). Vevo additionally stated Sunday that ME! broke the file for probably the most views in a single day. Amazon added that ME! broke two information — one for many first-day streams, and one for probably the most on-demand voice requests with Alexa than some other single debut on Amazon Music.

We have detailed learn how to stream and purchase the brand new single in our How To right here. Just a little bonus: In the event you stream the music by means of Spotify’s cell app, you get cute, unique vertical movies, simply as you probably did for Delicate throughout the Status period.

For per week and a half previous to the music’s launch, Swift teased the launch of… one thing pink and sparkly on Instagram. On Thursday night she put Swifties worldwide out of their distress, saying a brand new single ME! that includes Brendon Urie of Panic! At The Disco. The music video for ME! premiered at midnight ET, April 26 on YouTube and options Swift talking in French and unveiling a brand new pet cat named Benjamin Button after the F. Scott Fitzgerald character.

Famend puzzle fan Swift additionally hid an entire bunch of Easter Eggs, references to her previous work and basic films within the video for ME!, main her followers on a merry dance in the hunt for visible metaphors and symbols just like the Pied Piper of Nashville. Earlier than, throughout and after the video dropped, she moved deftly between Twitter, Instagram, YouTube and Tumblr, interacting with followers, answering their questions and usually being extra energetic throughout social media than she has for a few years.

She additionally prolonged the path of breadcrumbs by hinting that the title to her subsequent album (at the moment known as TS7) and her subsequent single are hidden throughout the video. Swifties have been exploring theories on social media — probably the most convincing of which posit that that the album and single names comprise the phrases “coronary heart”, “house” and/or “kaleidoscope”.

The only announcement is the tip results of a 13-day countdown Swift posted to Instagram and our first glimpse of what to anticipate from her new album (for now being known as TS7). It is the primary music the multi-Grammy winner has launched since 2017 and the follow-up to her bestselling album Status.

Taylor hearts Tumblr

Forward of the announcement, Swift spoke Wednesday about her obsession with one other social media platform: Tumblr. For Swift’s followers, Tumblr is the place they’ll go to work together with the star, share jokes or information from their lives and perhaps even rating an invitation to hang around at her home.

Tumblr is one in every of Swift’s prime three inspirations (together with Paul McCartney and cats), she advised Time in an interview. “It is like a window into what my followers are going by means of,” she stated. “It makes me really feel like I can know them higher.”

In an essay for Elle final month, Swift detailed the methods during which she manages negativity on social media. Tumblr appears to generate much less negativity for Swift than maybe different social networks do, however that does not imply it is not as addictive.

“I positively go down the Tumblr rabbit gap quite a bit — generally a lot in order that I want my mind to take a break, however then I simply go proper again,” she stated. “It is simply, like, cannot keep away.”

In an unique video for Apple Music, Swift described how she’d constructed the concept of celebrating individuality into ME!, partially as a rejection of the detrimental ideas and emotions individuals have about themselves on account of what they see on-line.

“It is about not feeling such as you’re replaceable,” she stated. “We’re despatched so many messages that there is a higher model of us on a social media app, with higher abs, in a greater trip spot. You are the one one in every of you — that is it. There’s simply you.”

Up to date 4/28/19 8.15 A.M. PT: Added particulars about YouTube and Amazon streaming stats.
Up to date 4/28/19 2.15 P.M. PT: Added stats from Vevo.


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