Lover Era 2019-2020 When Taylor received Billboard‘s “Woman of the Decade” honor on the eve of her 30th birthday on December 13, 2019, she remarked what the award signified to her: “It means I’ve seen a lot.” By this point, she had been impossibly famous for nearly half of her lifetime. In the 2010s, Taylor went from country superstar to pop titan. As the decade came to a close, she was one of the most accomplished musical acts of all time.
August 23, 2019
Table of Contents
Background and Themes
Months ahead of its release, Lover was preceded by the singles “ME!” and “You Need To Calm Down,” which attempted to perform two radically different tasks: 1) Re-establish Taylor’s bonafides as a maker of pan-generational pop hits, the sort of broad appeal, big-tent music that appeals to toddlers and senior citizens and everyone in between; 2) Placate critics who feel that Taylor “isn’t political enough.” The most common complaint about Lover is that those singles are easily the worst songs on the record, much like “Look What You Made Me Do” came to be viewed as the biggest liability on reputation by the general public.
In the voice memos for Lover, which are found on the deluxe editions of the album, Taylor further explained that after she wrote the song, she knew it would be the title and that it would “depict the tone for the record, and it’s been a real catalyst for what this album has become.”
Taylor's Last Album of the 2010s
Writing and Recording
Taylor also highlighted that every song on Lover was written specifically for the album, devoid of leftovers from other albums; citing “This Love” as an example, which she had written closer to RED (2012), but ended up being on 1989 (2014). However, in a January 2020 interview with Variety‘s Chris Willman, Taylor revealed that “Only the Young“, the song for her 2020 Netflix documentary Miss Americana, was held back from being included on Lover.
Album Artwork and Aesthetic
Taylor teased the album aesthetic on Instagram before it was announced, departing from the dark, gothic, serpentine black and white color scheme of reputation. The aesthetic of Lover has been described as daytime, spring and summer, incorporating butterflies, hearts, floral and kitsch, and consisting heavily of pastel colors. Taylor further defined the Lover look and feel as open fields and sunsets; calling it a “festival-y” album, while discussing the album’s accompanying (and eventually cancelled) tour, the “Lover Fest“. The aesthetic was also employed in several public appearances and live performances throughout the era.
The New York Times highlighted Taylor’s “old-fashioned” way of releasing Lover, from the release of its lead single “ME!” till the album release. The newspaper stated that she is “steady in her traditional pop playbook, with radio singles, music videos, magazine covers, television appearances and a stream of things for sale, all on schedule”, even though the majority of the music industry had adapted to the digital era. With the release of her next album, folklore (2020), Taylor would ditch the heavy promotion cycle too.
Lover sold more than 3.2 million pure copies worldwide in 2019 alone. Republic Records reported that it earned 3 million units in global consumption in its opening week. The strong global sales of Lover led the International Federation of the Phonographic Industry (IFPI) to name Taylor the number-one best selling artist of 2019, earning the honor for the second time, her first being in 2014 after the release of 1989, making her the first female artist to do so.
In the US, Lover sold around 450,000 copies in its first day, earning the biggest sales week of 2019, breaking the previous first-week sales record of Jonas Brothers’ Happiness Begins (357,000) in a day. Lover debuted at No. 1 on the Billboard 200 chart, generating more than 867,000 units with around 679,000 pure sales, immediately becoming the country’s best-selling album of 2019, and the biggest sales week since Taylor’s own reputation. It is her sixth No. 1 album in the country; she also became the first female artist in US history to have six albums sell more than 500,000 copies in a single week. Lover earned more than 226 million streams across all platforms in the US in its first week, at the time marking the second largest streaming week of all time among albums by women. Additionally, Lover outsold all the other 199 albums on the chart combined in its opening week, the first album to achieve this feat since reputation.
All 18 tracks from Lover charted simultaneously on the Billboard Hot 100, breaking numerous records—the most simultaneous Hot 100 entries among women, the most simultaneous Hot 100 debuts among women, the album by a female artist with most simultaneous Hot 100 entries and the album by a female artist with the most simultaneous Hot 100 debuts.
Lover Fest Cancelled | 2020 “Lover Fest” was Taylor’s planned sixth concert tour and first music festival tour, in support of her seventh studio album, Lover (2019). It was originally set to begin on April 5, 2020, in Atlanta and conclude in Foxborough on August 1 of the same year.
The album’s music videos garnered four wins at the MTV Video Music Awards: “Video of the Year” and “Video for Good” for “You Need to Calm Down”—having previously won the former for “Bad Blood” (2015), Taylor tied Rihanna and Beyoncé as the only female acts to win the top prize twice—and “Best Visual Effects” for “ME!” in the 2019 show, and Best Direction in 2020 for “The Man“.
Taylor scored wins in all her five nominations at the American Music Awards of 2019, becoming the most awarded artist of the night and the most awarded artist in AMA history (29 wins), extending her record in the categories of “Artist of the Year”, “Favorite Pop/Rock Female Artist” and “Favorite Pop/Rock Album”. Additionally, she was crowned the “Artist of the Decade” of the 2010s, a very well deserved highlight in her prolific career.
|Released||August 23, 2019|
|Recorded||November 2018 – February 2019|
Conway (Los Angeles)
Electric Lady (New York)
Electric Feel (West Hollywood)
Golden Age West (Auckland)
Golden Age (Los Angeles)
TAYLOR SWIFT CHRONOLOGY