Chatter abounds about the news that Taylor Swift is doing a new D2C push expressly intended, it seems, to continue her run at #1 and prevent Billie Eilish from debuting at the top of the chart with her first album since 2021. Tay has held the top spot on the chart for four weeks now and is thought to be determined to hold onto it in the face of superstar Eilish’s big bow. Taylor’s THE TORTURED POETS DEPARTMENT is about to mark 3.5m in U.S. activity. The Swifties appear to be insatiable when it comes to anything in the Taylor store.
Eilish has plenty of parti-hued LP offerings in her own online shop, though, in the words of one member of her camp, she doesn’t “give two shits” about her first-frame chart standing. Eilish refused to drop a single ahead of the album release, emphasizing her focus on getting fans to listen to the entire work. The industry as a whole would very much like to see her bow in the top spot as recognition of her artistry.