Will ‘Speak Now’ Be Taylor Swift’s Biggest ‘Taylor’s Version’ Debut Yet?  

The Contenders is a midweek column that looks at artists aiming for the top of the Billboard charts, and the strategies behind their efforts. This week (for the upcoming charts dated July 22), Taylor Swift once again leaves the rest of the pop world in the dust with perhaps her best-performing Taylor’s Version full-album recreation yet.  

Taylor Swift, Speak Now (Taylor’s Version) (Republic): When it was released in 2010 as her third album, Speak Now became Taylor Swift’s first set to sell over a million copies in its first week. Her Taylor’s Version re-recording of the fan-favorite album might not post a seven-digit debut, but it’s already come closer than any other album in 2023. Billboard reported on Tuesday (July 11) that this Speak Now had passed 575,000 equivalent album units in just its first four days — already blowing past the 501,000 moved by previous mark-setter, Morgan Wallen’s One Thing at a Time, in its first frame. 

Those would be incredible numbers for any new release in 2023, let alone one where 16 of the 22 tracks included are near-soundalike re-dos of 13-year-old songs. Making the 400,000 in direct sales that the album has already accrued even more impressive is that the album is only available in a handful of physical editions – three vinyl variants (including an exclusive color for Target), a CD, a cassette, and a digital release – compared to many 2020s best-sellers (including Swift’s own 2022 blockbuster Midnights), which are released in dozens of physical editions to maximize fan purchases.   

Speak Now (Taylor’s Version) has already put Swift’s peers in its rearview, but how will it compare to her own recently set standards? It’s unlikely to get close to the first-week numbers of Midnights, which scored an unthinkable-for-2022 1.578 million units. But it has a very good chance of passing 2021’s Red (Taylor’s Version), which debuted with 605,000 units, to become the biggest first week for any of her three re-recordings to date.  

To pass Red (Taylor’s Version) would also be pretty staggering for this Speak Now, considering it has fewer tracks (22 to Red (TV)’s 30) and lacks a song driving as much pre-release excitement as that set’s “All Too Well (10-Minute Version),” which debuted at No. 1 on the Billboard Hot 100 the same week the new Red topped the Billboard 200. (“I Can See You,” one of the set’s six first-time recordings, did receive a music video co-starring Speak Now-era Taylorverse fixtures Joey King, Taylor Lautner and Presley Cash, and looks to be due for a major Hot 100 debut next week.)  

In the Mix

Lucki, S*x M*ney Dr*gs (EMPIRE): One of the most acclaimed rappers from the current rising wave of Chicago MCs, Lucki reached a career-best No. 12 on the Billboard 200 with 2012’s Flawless Like Me set. He may do even better with this month’s S*x M*ney Dr*gs mixtape, which only features one guest (fellow cult favorite Veeze) on its 15 tracks, but is already posting career-best streaming numbers that most rappers would be, well, lucky to have in 2023.  

Dominic Fike, Sunburn (Columbia): If you listened to Spotify’s New Music Friday playlist last week, you might have noticed that the lead track was not from Taylor Swift’s latest, but rather from the long-awaited second album for singer-songwriter Dominic Fike. Columbia executives still have big hopes for Fike, who greatly increased his profile last year with a big role on HBO phenomenon Euphoria, and he may have something of a breakout hit with the album’s “Mona Lisa” — written for and briefly included on the deluxe edition of Metro Boomin’s Spider-Man: Across the Spider-Verse soundtrack — which climbs to No. 36 on Billboard’s Pop Airplay chart this week.  

Lana Del Rey, Did You Know That There’s a Tunnel Under Ocean Blvd (Polydor/Interscope): Lana Del Rey’s ninth album debuted at No. 3 on the Billboard 200 in April — and while it’s remained on the chart for the past 15 weeks, it’s dropped all the way to No. 184. It should rebound significantly next week, though. thanks to a recent vinyl reissue with a cover featuring a partially nude photo of Del Rey. (She had previously considered the image for the album’s original cover, before deciding to “let the songs do the talking for now.”)