Marketing strategies aside, 'Lover' is simply a more lyrically uplifting and musically engrossing album than 'Reputation,' and it doesn’t need a dramatic accompanying personal narrative for its songs to endure.
’s musical and narrative shortcomings. The album rollout got off to a less-than-stellar start with its treacly first single, “ME!,” which missed the top spot on the Hot 100 thanks to Lil Nas X’s seemingly immortal “Old Town Road.” Another No. 2-peaking single, “You Need to Calm Down,” followed a couple months later, once again polarizing listeners, this time for its lyrical content.
’s streaming totals will maintain if not increase in coming weeks. Positive critical reception and word-of-mouth will encourage skeptical listeners to give the album a shot; if they enjoy it much more than they expected, this could result in a ton of streams, where they would have never bought a physical copy of the album otherwise.
Of course, Swift’s physical album sales also benefit greatly from her merchandise/album bundles, several dozen of which are available on her website right now. will also inevitably enjoy a huge sales boost in a few weeks or months when Swift announces her ensuing tour.
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