Taylor Swift’s latest album, The Tortured Poets Department, continues its reign atop the Billboard 200, marking its fifth consecutive week at No. 1. The album has moved an impressive 378,000 equivalent album units as of May 23 in the U.S., maintaining its dominance over the charts. This milestone echoes the achievement of Morgan Wallen’s One Thing at a Time, which was the last album to hold the top spot for five weeks.
Sales Surge and Strategy
The significant boost in album units—up 45% from the previous week—is primarily attributed to the release of new digital download and CD variants, along with a fresh batch of signed copies available through Swift’s store. The strategy to offer multiple versions and special editions has evidently paid off, as fans continue to flock to purchase these exclusive items.
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Billie Eilish, despite a strong debut with her album Hit Me Hard and Soft, which entered the charts at No. 2 with 339,000 equivalent album units, couldn’t dethrone Swift. Eilish’s best week on the charts to date included 191,000 traditional album sales. Her decision to limit vinyl variants in an effort to be environmentally responsible did not hinder her overall performance but wasn’t enough to surpass Swift’s numbers.
Impressive Sales Figures
In addition to the total equivalent units, The Tortured Poets Department sold 210,000 pure copies, a remarkable feat in today’s streaming-dominated market. This figure represents a staggering 413% increase from the previous week, showcasing Swift’s continued ability to mobilize her fan base and drive substantial sales.
The album’s consistent success highlights Swift’s masterful use of marketing and fan engagement. The re-release of the album with various digital options and exclusive goodies has kept fans eagerly purchasing, ensuring the album remains a bestseller.
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Swift’s competition this week included not only Billie Eilish but also notable entries from Morgan Wallen’s One Thing at a Time, Gunna’s One of Wun, and the collaborative effort of Future and Metro Boomin’s We Don’t Trust You. Despite these heavyweights, Swift’s album faced no significant threats, solidifying its position at the summit of the Billboard 200.