Taylor Swift’s ‘Midnights’ Gets New Snapchat Lenses – Billboard
Swifties now have a whole new way to participate in the Midnights fun.
Snapchat has partnered with Taylor Swift and virtual communications company BLNK to create three custom augmented reality lenses, which transport users to the gates of Big Ben in London or Grand Central Terminal in New York to unlock a Midnights live it all to the tune of “Anti-Hero.”
Augmented reality experience will turn every clock face into Swift’s Midnights the clock. The hands of each of the clocks will spin until they stop at midnight, and the whole structure will transform into a larger than life vinyl player, complete with gears, turntables, spinning vinyl and, of course , the music from the album.
Additionally, fans can use Snapchat to scan any edition of the album’s back cover to unlock a filter in which the three missing clock pieces will appear to create a complete clock.
According to initial reports to Luminate, Midnights, which was released on October 21, sold over 800,000 copies in the United States in its first day across all available formats (multiple digital album downloads, CD, vinyl and cassette variants ). He has already recorded the biggest selling week of any album since 2017, is the best-selling album of 2022 year-to-date and set a modern-era record for one-week vinyl album sales. Spotify also announced that the album is officially the most streamed single-day album in the streaming service’s history.
At the time of its publication, the album earned more than 1.4 million equivalent album units in the USA