Harry Styles announced his comeback album Harry’s house on March 23th (Wednesday) with only showing the album cover and short teaser video. So far Midnights’ rollout is pretty similar, Taylor only showed us the album cover and prologue about the team of the album.
On March 28th (Monday), 5 days after the announcement of HH, Harry told the fans that his lead single, as it was will be released on the following Friday, April 1st.
As it was had great playlisting, radio and all the promo it needed. Harry gave the single enough time to pick up before overshadowing it with the release of the whole album while at the same time building some hype for it. And it worked:
As it was broke a tons of streaming records, and spent 11 weeks atop the billboard hot 100. It still is one of the most streamed and played songs on the radio around the whole world.
So far the rollout of Midnights is flawless: she announced the album at the vmas, which obviously made a lot of noise between the gp and she managed to grab everyone’s attention. The preorders are smashing and her album announcements have never gotten this much likes before.
In my opinion Taylor should announce the lead single soon: She liked 5 tiktoks today which could indicate that she will announce it either on September 4th (Sunday, 5 days from now, also the date adding up to 13) or on September 5th (Monday, but it’s less likely).
And the release date should be next Friday, September 9th. Taylor should do the biggest promo for it since ME!: radio deals, playlisting, even tv appearances. And that’s it. She will have 2 months for the song to pick up and after a high (hopefully #1) debut remain stable.
Taylor then could do some promo stuff like late night shows, magazine covers, literally what she wants. Don’t forget that Amsterdam will be released on October 3rd so I hope she will disappear for a while on the weeks close to it (we all know why).
When the release week of Midnights arrives, the lead single already will have a lot of streams, it’s stable on the charts, has a lot of radio support and the gp loves it and wants more.
On that week Taylor can go in full promo mode (just like she did with red tv) and on October 21st she should release the second single alongside the album. She can’t really wait, like Harry did with late night talkings, because Christmas is coming.
With this strategy Tay will have a stable hit during September-October to hype up the album, a huge album debut because of all the attention she grabbed and another single on track to be big and stable during the rest of the year and the beginning of 2023.
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