Death by a Thousand Album Covers: Same Only Sells So Much

Taylor Swift released her 12^th studio album, The Life of a Showgirl, earlier this month (Oct. 3, 2025). I was there for the Target midnight release of the album on Thursday, and in the theater Friday afternoon for the limited release, The Official Release Party of a Showgirl film at my local cinema. It was a thrilling (but exhausting) 24 hours. In fact, I can’t remember the last time I did so much for an album release. I have always said Taylor is a savvy marketer and a shrewd businesswoman, but I exited this release weekend feeling a little peeved. Maybe even ripped off.

For this album, Taylor announced there would be several different covers, some sold exclusively at Target and others on her website. These variants were all copies of the same album, just with different lyric booklet covers and posters inside. This was before the bonus acoustic track album versions were released afterward. 

‘It’s The Same To Me’

Releasing different versions of the same album is nothing new for the global sensation. In 2017, Reputation was released with two options, each with a magazine. I collected both. Her next album, Lover, was released with four different journals containing excerpts from Taylor’s own diaries. The multiple variants of these inclusions were worth collecting for many fans.

Things shifted with Taylor’s tenth album, Midnights. I remember the four album covers that combined could make a clock face, but I only planned to purchase one CD on release day.  I ended up with a vinyl (I don’t own a record player) solely for the autographed photo that still hangs on my wall, and the Midnights (3am Edition) CD with additional tracks. Things became even more egregious in future releases.

Her eleventh album, The Tortured Poets Department, had 36 album variants. I purchased an inclusion-heavy edition from her online store on release day (“Albatross” magnet on my fridge as I write), and the Anthology edition with all bonus tracks included on Black Friday last year. With the multitude of additional tracks and the inclusions, I felt these purchases were worth it.

This changed with Showgirl, where, to me, there was no additional value to purchasing more variants. Unique, oddly sized posters, creased from folding, did not offset the cost of another $12.99 album or two (or even three, for all four Target variants) on release day. I have no need for a limited-edition vinyl or cassette tape I will never play. Collecting can be fun and rewarding, but too many variants with too little difference between them makes the chase less rewarding. I only have so much room in my “Taylor Shrine.” 

Why it Works for Taylor

Has Taylor gone too far with her variant releases? She has for me and some of my friends who have given up collecting altogether. In the short term, it has paid off well. She broke the all-time vinyl record sale for an album, in large part due to pre-sales. Her streaming numbers are some of the highest ever. All twelve tracks on The Life of a Showgirl made the Billboard Hot 100. She also made the biggest first-week sales for any album ever, with nearly four million copies sold, surpassing Adele’s 25.

There are many reasons behind this feat. The way that streaming has changed the music industry and how records are counted are major factors. Taylor’s ability to tap into her market is the other driver. She knows her fans and gives them what they want. While I am apprehensive about how her Release Party film event could encourage other artists to postpone music and lyric video releases except for those willing to pay to see them, Taylor was able to tap into fans’ desires and help them feel like they were attending one of her in-person listening parties of previous eras. It had the exclusive feel of hanging out on set with Taylor as she described her process—an intimate behind-the-scenes look at your parasocial bestie.

Not all artists have the same girl-next-door-who-loves-to-bake charm. Not all artists have large, dedicated fan bases willing to see this in theaters. Not all artists have the sway—after decades of fighting an industry that, even now, tries to tear her down—to make deals to get the film into theaters, or money to film it in the first place. But Taylor does. And she loves connecting with fans and helping them understand everything that goes into her art.

Others are Doing Album Variants Better (Sorry, Taylor)

Taylor may be the biggest Western artist capitalizing on album variants, but there is still much she can learn from Eastern music industries. The K-pop industry, especially, is known for boosting physical sales by releasing album variants hungrily collected by fans. These albums include more than a different cover photo—they have entirely different concepts, with corresponding unique photobooks, randomized photocards (K-pop idol trading cards similar to sports cards), and other inclusions. These all make the collecting experience rewarding and worth purchasing for many fans.

Why hasn’t Taylor tapped into this? Imagine the buzz surrounding photocard collectibles and fans hunting to collect them all. The resale market would be monstrous!

Too Much Choice Can Weaken Sales

What can the pet industry learn from this? Only time will tell if the obscenely large amounts of album variants will continue to pay off in Taylor’s future releases. But pet companies can’t let themselves be sucked into the idea that more of the same will always sell. There has always been a place for brand refreshes and limited-time offerings to generate more hype and sales, but smart companies know their limits. They have to ensure each variety is worth the consumer’s dollar and the store’s shelf space. A holiday package, a new shape, etc. all have their merits when used wisely.

Variations need increased value to work. In an uncertain economy where shoppers are tightening their wallets, it’s paramount that brands ensure each product variation has enough value and differentiation to increase sales rather than cannibalize them.

Burning out consumers with choice overload is another way to prevent a sale. Companies need to focus on what makes their brand special and tap into their market. Too much of the same can hurt sales and decrease satisfaction. For example, I have spent less on this Taylor era than on previous ones because it is too exhausting and not worth the extra spending. Some of my friends have tapped out collecting Taylor in general.

Don’t chase more of the same—in a hard economy, it’s innovation and true value that drive sales and keep brands relevant. BSM Partners is known for our experience guiding brands through tough times and innovating wisely to strengthen them. Let us help your brand navigate the pet industry. Reach out today!

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About the Author

Kait Wright is a Senior Analyst at BSM Partners in the Branding, Strategy, and Marketing practice. She has over five years of experience in consumer insights and market research and has worked in both the human and pet food industries. She has volunteered with a local TNR program, domesticating and fostering feral kittens. She earned her B.S. from Brigham Young University and lives in Utah with her two cats.