Finally on October 21st 2022, Taylor Swift dropped her long-awaited album midnights. The album was an instant hit that made over 1.6 million within the first week of being released. The album remains top of the billboards today with an impressive 5 weeks at the number 1 spot.

Even with all its support the song 'snow on the beach' was quickly met with critisim. Claiming to feature Lana Del Rae fans quickly noticed her voice wqas barely visable. Charlotte Summers commenting "I was waiting for Lana's solo but it never came?"  While Lana does sing her voice is barely visable and overall her only lyrics are quite repetitve. Younger fans were quick to turn this into a meme joking that Lana turned up to the wrong beach critising Swift for featuring her while she had a small amount of lyrics. 

Meanwhile, over 60 million people streamed the featured song Anti Hero which helped boost the album to N0.1. But why was it so popular and how did Taylor manage to produce such a brilliant album? Swift fan Ella Somerset said "I was even more excited when I found out it was on vinyl". Taylor perfectly captured her target audience by sticking to the trending and popular vintage theme that was Midnights. 

To market her brand new album Swift took to twitter where she posted a video where she opened a vault revealing letters for fans to unscramble, to find the long awaited track names. Pushing fans to look deeper into emojis containing specific clues and hidden meanings. Overall, she gained over 70 million views in videos posted on social media where she revealed track names to her brand new album.

In conclusion, it was down to Taylors clever marketing, fun enticing teasers and the perfect capturing of her tagret audience which made Midnights so successful. Even with the critisms of some songs the music writing was and is well recieved and with some highly addictive tunes.