In what has to be the most untraditional album rollout this year, Taylor Swift continues her unconventional promotion of “Folklore,” by sending signed copies of the album to indie record stores across the nation, including Fingerprints Music in Long Beach.
“It’s a pretty smart way to get us talking about her new record, we usually feel pretty left out on something this big,” said Fingerprints owner Rand Foster. “We had some and they went quickly. But I’m genuinely hoping there’s a second package.”
The move follows Swift’s abrupt announcement about the existence of “Folklore” one day before its July 24 release. This was the antithesis of Swift’s normal album release behavior, especially regarding social media. Normally, she begins dropping Easter eggs for fans to decode, while releasing a single and video before the full album. With “Folklore,” the bombardment came on a single day with no one even aware she had been working on the album.
In this particular guerilla-style approach, sending thousands of signed copies to small record stores across the nation also stands in contrast to her typical big partnerships with Target and Walmart. And record stores were here for it:
Look what just showed up!Taylor Swift just sent a bunch of signed copies of her smash FOLKLORE! Limited so no holds, locals only and just one per customer. Thanks Taylor for your love of indie shops !
#recordstorefolklore #taylornation #taylorswift pic.twitter.com/fEkGO80BUT
— Shake It Records (@shakeitrecords) August 20, 2020
A funny thing happened on the way to Bull Moose today. Several locations received a shipment of Folklore CDs all autographed by @taylorswift13~! Check out Windham, Lewiston, Bangor, Salem, Scarborough, Mill Creek, & Keene.
Thanks T Swift for the support for local record shops! pic.twitter.com/onP2H6GvQO
— Bull Moose (the store) (@BullMoose) August 20, 2020
— Darkside Records (@DarksideRecordz) August 20, 2020
Autographed @taylorswift13 “Folklore”CD’s just hit the shelves at all 3 of our locations! Very Limited! Limit 3 per customer, no holds. You have to come in person to buy them. We’ll update this thread as each location sells out. Come get one! $14.99 Thanks #TaylorSwift pic.twitter.com/Ur6eP9KDH8
— Down in the Valley (@DownNthevalley) August 20, 2020
Thank you @taylorswift13 for supporting local record stores and sending us limited amount of “Folklore” signed CDs! These are available for local purchase only! Limit one per customer! #recordstorefolklore #taylornation #taylorswift pic.twitter.com/PaNPWOHgiN
— Zia Records (@ZiaRecords) August 20, 2020
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