''Folklore'' (stylized in
all lowercase
Letter case is the distinction between the letters that are in larger uppercase or capitals (more formally ''majuscule'') and smaller lowercase (more formally ''minuscule'') in the written representation of certain languages. The writing systems ...
) is the eighth studio album by the American singer-songwriter
Taylor Swift
Taylor Alison Swift (born December 13, 1989) is an American singer-songwriter. Known for her autobiographical songwriting, artistic versatility, and Cultural impact of Taylor Swift, cultural impact, Swift is one of the Best selling artists, w ...
. It was
surprise-released on July 24, 2020, by
Republic Records
Republic Records is an American record label owned by Universal Music Group (UMG). Based in New York City, it was founded by Avery Lipman and Monte Lipman as an independent label in 1995, and was acquired by UMG in 2000. Republic was initially ...
. Conceived during
quarantine
A quarantine is a restriction on the movement of people, animals, and goods which is intended to prevent the spread of disease or pests. It is often used in connection to disease and illness, preventing the movement of those who may have bee ...
in early 2020, amidst the
COVID-19 pandemic
The COVID-19 pandemic (also known as the coronavirus pandemic and COVID pandemic), caused by severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2), began with an disease outbreak, outbreak of COVID-19 in Wuhan, China, in December ...
, the album explores themes of
escapism
Escapism is mental diversion from unpleasant aspects of daily life, typically through activities involving imagination or entertainment. Escapism also may be used to occupy one's self away from persistent feelings of depression or general s ...
, nostalgia, and
romanticism
Romanticism (also known as the Romantic movement or Romantic era) was an artistic and intellectual movement that originated in Europe towards the end of the 18th century. The purpose of the movement was to advocate for the importance of subjec ...
. Swift recorded her vocals in her Los Angeles home studio and worked virtually with the producers
Aaron Dessner
Aaron Brooking Dessner (born April 23, 1976) is an American musician. He is best known as a founding member of the rock band The National (band), the National, with whom he has recorded nine studio albums; a co-founder of the indie rock duo Big ...
and
Jack Antonoff, who operated from their studios in the
Hudson Valley
The Hudson Valley or Hudson River Valley comprises the valley of the Hudson River and its adjacent communities in the U.S. state of New York (state), New York. The region stretches from the Capital District (New York), Capital District includi ...
and New York City.
Using a set of characters and story arcs to depict fictional narratives, the album departs from the autobiographical songwriting that had characterized Swift's past albums. Experimenting with new musical styles, ''Folklore'' consists of mellow
ballads
A ballad is a form of verse, often a narrative set to music. Ballads were particularly characteristic of the popular poetry and song of Great Britain and Ireland from the Late Middle Ages until the 19th century. They were widely used across Eur ...
driven by piano,
strings, and muted
percussion
A percussion instrument is a musical instrument that is sounded by being struck or scraped by a percussion mallet, beater including attached or enclosed beaters or Rattle (percussion beater), rattles struck, scraped or rubbed by hand or ...
; music critics classify the genre as a blend of
folk
Folk or Folks may refer to:
Sociology
*Nation
*People
* Folklore
** Folk art
** Folk dance
** Folk hero
** Folk horror
** Folk music
*** Folk metal
*** Folk punk
*** Folk rock
** Folk religion
* Folk taxonomy
Arts, entertainment, and media
* Fo ...
,
pop, alternative,
electronic, and rock subgenres. The album's title was inspired by the lasting legacy of folktales, and its visual aesthetic adopts a
cottagecore style.
''Folklore'' was accompanied by the concert documentary ''
Folklore: The Long Pond Studio Sessions'', featuring Swift's commentary and performances. The album topped the charts in Australasia and various European countries and was
certified platinum or higher in Australia, Austria, Denmark, Italy, New Zealand, Norway, Poland, and the United Kingdom. In the United States, it spent eight weeks atop the
''Billboard'' 200 and was the best-selling album of 2020. Three songs, "
Cardigan", "
The 1", and "
Exile
Exile or banishment is primarily penal expulsion from one's native country, and secondarily expatriation or prolonged absence from one's homeland under either the compulsion of circumstance or the rigors of some high purpose. Usually persons ...
" featuring
Bon Iver
Bon Iver ( ) is an American indie folk band founded in 2006 by singer-songwriter Justin Vernon in Eau Claire, Wisconsin. Vernon had originally formed Bon Iver as a solo project, but it eventually became a band consisting of Vernon (vocals, guit ...
, reached the top 10 on international singles charts, with "Cardigan" peaking at number one on the
''Billboard'' Hot 100.
''Folklore'' received widespread critical acclaim for its emotional weight and intricate lyricism; some journalists commented that its introspective tone was timely for the pandemic, and they regarded its sound as a bold reinvention of Swift's artistry. Many publications featured the album on their 2020 year-end rankings, and ''
Rolling Stone
''Rolling Stone'' is an American monthly magazine that focuses on music, politics, and popular culture. It was founded in San Francisco, California, in 1967 by Jann Wenner and the music critic Ralph J. Gleason.
The magazine was first known fo ...
'' included it in their 2023 revision of their "
500 Greatest Albums of All Time
5 (five) is a number, numeral and digit. It is the natural number, and cardinal number, following 4 and preceding 6, and is a prime number.
Humans, and many other animals, have 5 digits on their limbs.
Mathematics
5 is a Fermat pri ...
" list. ''Folklore'' won
Album of the Year at the
63rd Annual Grammy Awards
The 63rd Annual Grammy Awards ceremony was held in and around the Los Angeles Convention Center in Los Angeles on March 14, 2021. It recognized the best recordings, compositions, and artists of the eligibility year, running from September 1, 201 ...
, making Swift the first woman to win the award three times. The album informed the concept of Swift's next record, ''
Evermore
''Evermore'' (stylized in all lowercase) is the ninth studio album by the American singer-songwriter Taylor Swift. It was surprise-released on December 11, 2020, by Republic Records. Swift conceived ''Evermore'' as a "sister record" to its p ...
'' (2020), boosted Dessner's reputation, and has inspired other artists' works.
Background
In April 2020,
Taylor Swift
Taylor Alison Swift (born December 13, 1989) is an American singer-songwriter. Known for her autobiographical songwriting, artistic versatility, and Cultural impact of Taylor Swift, cultural impact, Swift is one of the Best selling artists, w ...
was set to embark on Lover Fest, a concert tour in support of her seventh studio album ''
Lover'' (2019), which was cancelled following the
COVID-19 pandemic
The COVID-19 pandemic (also known as the coronavirus pandemic and COVID pandemic), caused by severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2), began with an disease outbreak, outbreak of COVID-19 in Wuhan, China, in December ...
.
On July 23, 2020, nine photos were uploaded to Swift's
Instagram
Instagram is an American photo sharing, photo and Short-form content, short-form video sharing social networking service owned by Meta Platforms. It allows users to upload media that can be edited with Social media camera filter, filters, be ...
account, all without captions, forming a black and white image of her standing alone in a forest. Subsequently, Swift made another post across all her social media accounts, announcing that her eighth studio album would be released at midnight; Swift stated: "Most of the things I had planned this summer didn't end up happening, but there is something I hadn't planned on that DID happen. And that thing is my 8th studio album, ''Folklore''". She confirmed the image as the album's cover artwork and revealed the track list. ''
The Wall Street Journal
''The Wall Street Journal'' (''WSJ''), also referred to simply as the ''Journal,'' is an American newspaper based in New York City. The newspaper provides extensive coverage of news, especially business and finance. It operates on a subscriptio ...
'' opined that the surprise announcement "caught fans and the music business off-guard". ''
Billboard
A billboard (also called a hoarding in the UK and many other parts of the world) is a large outdoor advertising structure (a billing board), typically found in high-traffic areas such as alongside busy roads. Billboards present large advertis ...
'' stated that it "blindsided the pop music world", arriving as "exciting news" during
lockdown
A lockdown () is a restriction policy for people, community or a country to stay where they are, usually due to specific risks that could possibly harm the people if they move and interact freely.
The term is used for a prison protocol that us ...
.
''Folklore'' was released eleven months after ''Lover''—the fastest turnaround for a Swift studio album at the time, beating the one year and nine months gap between ''
Reputation
The reputation or prestige of a social entity (a person, a social group, an organization, or a place) is an opinion about that entity – typically developed as a result of social evaluation on a set of criteria, such as behavior or performance.
...
'' (2017) and ''Lover''. In another post, Swift announced that the music video for the track "
Cardigan" would release at the same time as the album.
During the
YouTube
YouTube is an American social media and online video sharing platform owned by Google. YouTube was founded on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim who were three former employees of PayPal. Headquartered in ...
premiere countdown to the "Cardigan" music video, Swift hinted that the album lyrics contained many of her signature
Easter eggs
Easter eggs, also called Paschal eggs, are eggs that are Egg decorating, decorated for the Christian holiday of Easter, which celebrates the resurrection of Jesus. As such, Easter eggs are commonly used during the season of Eastertide (Easter ...
: "One thing I did purposely on this album was put the Easter eggs in the lyrics, more than just the videos. I created character arcs and recurring themes that map out who is singing about who... For example, there's a collection of three songs I refer to as the Teenage Love Triangle. These three songs explore a love triangle from all three people's perspectives at different times in their lives".
She referred to the album as "
wistful and full of
escapism
Escapism is mental diversion from unpleasant aspects of daily life, typically through activities involving imagination or entertainment. Escapism also may be used to occupy one's self away from persistent feelings of depression or general s ...
. Sad, beautiful, tragic. Like a photo album full of imagery, and all the stories behind that imagery",
described "Cardigan" as a song that explores "lost romance and why young love is often fixed so permanently in our memories," and identified the self-written track, "
My Tears Ricochet", as the first song she wrote for the album.
''
Uproxx
Uproxx Studios (stylized as ''UPROXX'') is an American music, entertainment and popular culture website and content studio. It was founded in 2008 by Jarret Myer and Brian Brater. The website was acquired in 2014 by Woven Digital (which later ...
'' narrated, "on Thursday night, that hand-drawn 'T' and 'S' could be seen up and down the timeline. Music fans and critics across genres unveiled hot takes, quoted lyrics like
Myspace
Myspace (formerly stylized as MySpace, currently myspace; and sometimes my␣, with an elongated Whitespace character#Substitute images, open box symbol) is a social networking service based in the United States. Launched on August 1, 2003, it w ...
teens writing on the back of textbooks or crafting the perfect
AIM away message, and debated ''Folklore'' place in the unimpeachable Taylor Swift canon."
Conception
Swift did not expect to create an album in early 2020.
After the cancellation of Lover Fest,
Swift
quarantine
A quarantine is a restriction on the movement of people, animals, and goods which is intended to prevent the spread of disease or pests. It is often used in connection to disease and illness, preventing the movement of those who may have bee ...
d herself, during which she watched numerous films and shows, such as ''
Rear Window
''Rear Window'' is a 1954 American mystery film, mystery thriller film directed by Alfred Hitchcock and written by John Michael Hayes, based on Cornell Woolrich's 1942 short story "After-Dinner Story, It Had to Be Murder". Originally released ...
'' (1954), ''
L.A. Confidential'' (1997), ''
Pan's Labyrinth'' (2006), ''
Jane Eyre
''Jane Eyre'' ( ; originally published as ''Jane Eyre: An Autobiography'') is a novel by the English writer Charlotte Brontë. It was published under her pen name "Currer Bell" on 19 October 1847 by Smith, Elder & Co. of London. The firs ...
'' (2011), ''
Marriage Story'' (2019),
and ''
The Last Dance'' (2020), and read more books than she ever did, books that "dealt with times past, a world that doesn't exist anymore", such as ''
Rebecca
Rebecca () appears in the Hebrew Bible as the wife of Isaac and the mother of Jacob and Esau. According to biblical tradition, Rebecca's father was Bethuel the Aramean from Paddan Aram, also called Aram-Naharaim. Rebecca's brother was Laban (Bi ...
'' (1938) by
Daphne du Maurier
Dame Daphne du Maurier, Lady Browning, (; 13 May 1907 – 19 April 1989) was an English novelist, biographer and playwright. Her parents were actor-manager Gerald du Maurier, Sir Gerald du Maurier and his wife, actress Muriel Beaumont. Her gra ...
.
The fictions inspired Swift to venture beyond her usual autobiographical style of songwriting, and experiment with different narrative standpoints.
In isolation during the lockdown, she let her imagination "run wild", ensuing in a set of imageries and visuals that consequently became ''Folklore''.
Some of the imageries the singer developed include: "An exiled man walking the bluffs of a land that isn't his own, wondering how it all went so terribly, terribly wrong. An embittered tormentor showing up at the funeral of his fallen object of obsession. A seventeen-year-old standing on a porch, learning to apologize. Lovestruck kids wandering up and down the evergreen
High Line
The High Line is a elevated linear park, greenway, and rail trail created on a former New York Central Railroad spur on the West Side of Manhattan in New York City. The High Line's design is a collaboration between James Corner Field Op ...
. My grandfather, Dean,
landing at Guadalcanal in 1942. A misfit widow getting gleeful revenge on the town that cast her out".
Swift "poured all of
erwhims, dreams, fears, and musings" into the songs, and reached out to her "musical heroes" to collaborate with. She initially planned to release ''Folklore'' in early 2021, but it "ended up being done" sooner, and released in July 2020 without giving it second thoughts. She approached the album's creation without subjecting herself to any rules, and explained that she "used to put all these parameters on
erself like, "How will this song sound in a stadium? How will this song sound on radio?" If you take away all the parameters, what do you make? And I guess the answer is ''Folklore''."
Writing and recording
Swift's songwriting drifted towards escapism and
romanticism
Romanticism (also known as the Romantic movement or Romantic era) was an artistic and intellectual movement that originated in Europe towards the end of the 18th century. The purpose of the movement was to advocate for the importance of subjec ...
for ''Folklore''.
She enlisted two producers to achieve her desired sound—her longtime collaborator
Jack Antonoff, who worked with her on ''
1989
1989 was a turning point in political history with the "Revolutions of 1989" which ended communism in Eastern Bloc of Europe, starting in Poland and Hungary, with experiments in power-sharing coming to a head with the opening of the Berlin W ...
'' (2014), ''Reputation'', and ''Lover'', and first-time collaborator
Aaron Dessner
Aaron Brooking Dessner (born April 23, 1976) is an American musician. He is best known as a founding member of the rock band The National (band), the National, with whom he has recorded nine studio albums; a co-founder of the indie rock duo Big ...
, guitarist of American
indie rock
Indie rock is a Music subgenre, subgenre of rock music that originated in the United Kingdom, United States and New Zealand in the early to mid-1980s. Although the term was originally used to describe rock music released through independent reco ...
band
the National.
Due to COVID-19 concerns, Swift, Antonoff and Dessner quarantined remotely, separate from each other, creating ''Folklore'' by continually exchanging digital files of instrumentals and vocals.
The album ensued from a
DIY process,
mixed and
engineered by personnel scattered across the US.
Swift had previously met the National on a ''
Saturday Night Live
''Saturday Night Live'' (''SNL'') is an American Late night television in the United States, late-night live television, live sketch comedy variety show created by Lorne Michaels and developed by Michaels and Dick Ebersol that airs on NBC. The ...
'' episode in 2014, and attended one of their concerts in 2019, where she talked to Dessner and his twin brother
Bryce.
She asked Aaron Dessner about his songwriting technique, because it is her "favorite thing to ask people who I'm a fan of", and he replied his band members live in different parts of the world, and that he would make instrumental tracks and send them to the lead singer,
Matt Berninger, who would write the lyrics—this ignited Swift's idea to create music in quarantine.
Due to the pandemic, all recording studios were closed, so Swift built a home studio at her
Los Angeles residence, named Kitty Committee, with help from engineer Laura Sisk.
Antonoff, with whom Swift worked on five songs from the album, operated from New York City while Sisk recorded Swift's vocals in Los Angeles. "My Tears Ricochet" was the first song written for ''Folklore''. Swift wrote it about her ties with
Scott Borchetta
Scott Borchetta (born July 3, 1962) is an American record executive and founder of the Big Machine Records#Imprints, Big Machine Label Group. He started the label in 2005 with Taylor Swift as its first signed artist and 13 employees, he served ...
, founder of
her old record label, coming to an abrupt end.
Antonoff compared the writing process of "
Mirrorball" and "
August
August is the eighth month of the year in the Julian and Gregorian calendars. Its length is 31 days.
In the Southern Hemisphere, August is the seasonal equivalent of February in the Northern Hemisphere. In the Northern Hemisphere, August ...
" to that of "
Out of the Woods" (2016). Swift wrote "Mirrorball" following the cancellation of Lover Fest, as an ode to fans who find solace in her music and concerts. She wrote "August" about a fictitious
mistress
Mistress is the feminine form of the English word "master" (''master'' + ''-ess'') and may refer to:
Romance and relationships
* Mistress (lover), a female lover of a married man
** Royal mistress
* Maîtresse-en-titre, official mistress of a ...
, and "
This Is Me Trying" based on multiple narratives, such as dealing with addiction, and her own mental health in 2016–2017 when she felt she was "worth absolutely nothing."
In late April, Swift approached Dessner to co-write some songs remotely. He worked on eleven of the album's 16 tracks over the next few months.
Dessner "thought it would take a while for song ideas to come" and "had no expectations as far as what we could accomplish remotely", but was surprised that "a few hours after sharing music, my phone lit up with a voice memo from Taylor of a fully written song—the momentum never really stopped."
Swift and Dessner "were pretty much in touch daily for three or four months by text and phone calls."
He would mail her folders of instrumentals, and she would write the "entire top line"—melody and lyrics, and "he wouldn't know what the song would be about, what it was going to be called, where
hewas going to put the chorus."
The first song the duo wrote was "Cardigan", which is based on one of Dessner's sketches called "Maple".
"Cardigan" was followed by "
Seven" and "
Peace
Peace is a state of harmony in the absence of hostility and violence, and everything that discusses achieving human welfare through justice and peaceful conditions. In a societal sense, peace is commonly used to mean a lack of conflict (suc ...
".
Upon hearing the composition of "Peace", Swift felt an "immediate sense of serenity" that roused the feeling of being peaceful, but felt it would be "too on-the-nose" to sing about finding peace; she instead wrote about complex "conflicted" feelings contrasting the track's calming sound,
and recorded it in one vocal take.

A few weeks later, when Swift and Dessner had written "six or seven" songs, she explained him her concept of ''Folklore''.
She told him about the work she had done earlier with Antonoff, concluding that both of her works resonate as an album.
Swift and Dessner also wrote "
The Last Great American Dynasty", "
Mad Woman", and "
Epiphany", the first of which has an array of electric guitars inspired by
Radiohead
Radiohead are an English rock band formed in Abingdon-on-Thames, Abingdon, Oxfordshire, in 1985. The band members are Thom Yorke (vocals, guitar, piano, keyboards); brothers Jonny Greenwood (guitar, keyboards, other instruments) and Colin Gre ...
's 2007 surprise album ''
In Rainbows''.
The lyrics document American socialite
Rebekah Harkness
Rebekah West Harkness (née Semple West; April 17, 1915June 17, 1982) also known as Betty Harkness, was an American composer, socialite, sculptor, dance patron, and philanthropist who founded the Harkness Ballet. In 1947, she married William Hale ...
, whom Swift had been wanting to write about ever since she bought the
Holiday House in 2013.
Dessner composed the piano melody for "Mad Woman" with his earlier work on "Cardigan" and "Seven" in mind.
On "Epiphany", he slowed down and reversed the sounds of different instruments to create a "giant stack of harmony", and added piano for a cinematic trope.
Swift wrote the song based on the experiences of her
veteran
A veteran () is a person who has significant experience (and is usually adept and esteemed) and expertise in an job, occupation or Craft, field.
A military veteran is a person who is no longer serving in the military, armed forces.
A topic o ...
grandfather, and healthcare workers in the pandemic.
Swift wrote two songs, "
Exile
Exile or banishment is primarily penal expulsion from one's native country, and secondarily expatriation or prolonged absence from one's homeland under either the compulsion of circumstance or the rigors of some high purpose. Usually persons ...
" and "
Betty", with her then boyfriend, English actor
Joe Alwyn. She developed "Exile" as a
duet
A duet (italian language, Italian: ''duo'') is a musical composition for two Performing arts, performers in which the performers have equal importance to the piece, often a composition involving two singers or two pianists. It differs from a har ...
, and Dessner recorded a draft of her singing both the male and female parts.
Swift and Dessner ran through candidates for the male partner, and Swift liked the voice of
Bon Iver
Bon Iver ( ) is an American indie folk band founded in 2006 by singer-songwriter Justin Vernon in Eau Claire, Wisconsin. Vernon had originally formed Bon Iver as a solo project, but it eventually became a band consisting of Vernon (vocals, guit ...
's
Justin Vernon
Justin DeYarmond Edison Vernon (born April 30, 1981) is an American singer, songwriter, producer and multi-instrumentalist. He is best-known as the primary songwriter and Lead vocalist, frontman of indie folk band Bon Iver. He is also a member o ...
, who is one half of the American indie rock band
Big Red Machine along with Dessner.
Dessner sent the song to Vernon, who liked the song, added his own lyrics and sang his part.
"Betty" is the only song on the album produced by both Dessner and Antonoff; Swift was influenced by
Bob Dylan
Bob Dylan (legally Robert Dylan; born Robert Allen Zimmerman, May 24, 1941) is an American singer-songwriter. Described as one of the greatest songwriters of all time, Dylan has been a major figure in popular culture over his nearly 70-year ...
's ''
The Freewheelin' Bob Dylan'' (1963) and ''
John Wesley Harding'' (1967) for its composition.
Alwyn used the pseudonym William Bowery for his credits. Upon the album's release,
mainstream media
In journalism, mainstream media (MSM) is a term and abbreviation used to refer collectively to the various large Mass media, mass news media that influence many people and both reflect and shape prevailing currents of thought.Noam Chomsky, Choms ...
and fans pointed out Bowery's lack of online presence,
and presumed that it was actually a pseudonym for Alwyn, which was later ultimately confirmed by Swift.
Swift added that he also penned the chorus of "Betty", and the piano line and first verse in "Exile". The last two songs written were "
The 1" and "
Hoax
A hoax (plural: hoaxes) is a widely publicised falsehood created to deceive its audience with false and often astonishing information, with the either malicious or humorous intent of causing shock and interest in as many people as possible.
S ...
", the first and last songs on the album respectively; Swift wrote both in a span of few hours.
Speaking about his collaboration with her, Dessner commented "there's a palpable humanity and warmth and raw emotion in these songs that I hope you'll love and take comfort in as much as I do."
In a November 2020 ''Rolling Stone'' interview with
Paul McCartney
Sir James Paul McCartney (born 18 June 1942) is an English singer, songwriter and musician who gained global fame with the Beatles, for whom he played bass guitar and the piano, and shared primary songwriting and lead vocal duties with John ...
, Swift stated she began using words in the album's lyrics that she always wanted to use, not worrying about whether it would suit radio. She used "bigger, flowerier, prettier" words such as "
epiphany", "
elegies" and "divorcée", just because they "sound beautiful". Swift disclosed that she maintains lists of such words, and recalled using one such, "
kaleidoscope
A kaleidoscope () is an optical instrument with two or more reflecting surfaces (or mirrors) tilted to each other at an angle, so that one or more (parts of) objects on one end of these mirrors are shown as a symmetrical pattern when viewed fro ...
", in "
Welcome to New York" (2014).
In a December 2020 ''
Entertainment Weekly
''Entertainment Weekly'' (sometimes abbreviated as ''EW'') is an American online magazine, digital-only entertainment magazine based in New York City, published by Dotdash Meredith, that covers film, television, music, Broadway theatre, books, ...
'' interview, Swift said the lyrics, melodies, and production of ''Folklore'' are the way she wanted them, without subjecting to others' expectations.
''Folklore'' was written and recorded in secrecy. Swift, her boyfriend, family, management team, Antonoff, and Dessner were aware of the album's creation; she did not disclose the news or play the album to her friends as she did with her previous works.
Near the end of ''Folklore'' recording process, Dessner reached out to his regular collaborators, including the National bandmates, to provide instrumentation remotely.
Bryce
orchestrated several songs, while
Bryan Devendorf
Bryan Devendorf is an American drummer. He is best known as a founding member of the indie rock band The National, with whom he has recorded ten studio albums. Devendorf is also a member of the experimental rock bands Pfarmers and LNZNDRF.
In ...
performed the drums in "Seven".
Dessner kept Swift's involvement confidential from his family and colleagues until announcement. While filming the "Cardigan" music video, Swift wore an earpiece and
lip-synced to the song to prevent it from leaking. Dessner stated that Swift's label,
Republic Records
Republic Records is an American record label owned by Universal Music Group (UMG). Based in New York City, it was founded by Avery Lipman and Monte Lipman as an independent label in 1995, and was acquired by UMG in 2000. Republic was initially ...
, was unaware of the album until hours before its launch.
Music and lyrics
The standard edition of ''Folklore'' is about an hour and three minutes long, consisting of 16 tracks, while the deluxe edition adds a bonus song, "
The Lakes", as the seventeenth track. Bon Iver is featured on "Exile", the fourth track. ''Folklore'' was written and produced by Swift, Dessner, Antonoff, and Alwyn, with additional writing credit to Vernon, the lead vocalist of Bon Iver, on "Exile".
It is Swift's first album to carry an
explicit content label.
Composition
Critics mostly categorize ''Folklore'' as an alternative,
indie folk
Indie folk (also called alternative folk) is an alternative genre of music that arose in the 1990s among musicians from indie rock scenes influenced by folk music.
Characteristics
The staff of '' Paste Magazine'' said in 2020: "No music genre ...
, and
electro-folk album departing from the pop
maximalism
In the arts, maximalism is an Aesthetics, aesthetic characterized by excess and abundance, serving as a reaction against minimalism. The philosophy can be summarized as "more is more", contrasting with the minimalist principle of "less is more" ...
and
synth
A synthesizer (also synthesiser or synth) is an electronic musical instrument that generates audio signals. Synthesizers typically create sounds by generating waveforms through methods including subtractive synthesis, additive synthesis a ...
-driven sound of Swift's previous works.
It also incorporates indie rock,
electronica
Electronica is both a broad group of electronic-based music styles intended for listening rather than strictly for dancing and a music scene that came to prominence in the early 1990s in the United Kingdom. In the United States, the term is mos ...
,
dream pop,
Country music, country,
and folk rock elements.
''NME'' Hannah Mylrea wrote the album "dives headfirst into the world of
folk
Folk or Folks may refer to:
Sociology
*Nation
*People
* Folklore
** Folk art
** Folk dance
** Folk hero
** Folk horror
** Folk music
*** Folk metal
*** Folk punk
*** Folk rock
** Folk religion
* Folk taxonomy
Arts, entertainment, and media
* Fo ...
, alternative rock and indie",
while the same magazine's Gary Ryan classified it as indietronica and chamber pop. Kaelen Bell of ''Exclaim!'' said ''Folklore'' is a laid-back pop record,
''Variety (magazine), Variety'' Chris Willman
and ''Pitchfork (website), Pitchfork'' Jillian Mapes specified it as chamber pop,
Michael Sumsion of ''PopMatters'' described it as a blend of chamber-pop and Indie folk, alt-folk,
and Raisa Bruner of ''Time (magazine), Time'' deemed it "alternative Folk-pop, pop-folk".
Music journalist Amanda Petrusich, reviewing for ''The New Yorker'', felt ''Folklore'' is a "genre-less" record that drifts toward atmospheric pop rather than folk.
In disagreement, ''The New York Times'' critic Jon Caramanica called it an atmospheric Rock music, rock album abandoning pop.
Spencer Kornhaber of ''The Atlantic'' said the album "swims through intricate Classical music, classical and folk instrumentation" held together by electronic music.
Devoid of radio-friendly pop songs,
''Folklore'' eschews the mainstream sound of Swift's older works.
It consists of mellow, cinematic, slow-paced Sentimental ballad, ballads,
with a Minimal music, minimal,
Lo-fi music, lo-fi production, and elegant Melody, melodies, together lending a modern spin on traditional songwriting.
It is built around soft,
sparse
and sonorous pianos,
moody,
picked
and burbling guitars,
glitchy and fractured
electronic elements,
subliminal,
throbbing percussions,
mellow Drum machine, programmed drums, Mellotron,
sweeping orchestrations
with ethereal String (music), strings
and meditative Horn (instrument), horns.
The album does not fully avoid plush synths and programmed beats characteristic of Swift's pop music, but instead dials them down to a subtle texture,
delivering an Electroacoustic music, electro-acoustic soundscape,
which highlights Swift's voice and lyrics.
''Rolling Stone'' stated the album's tone resembles "Safe & Sound (Taylor Swift song), Safe & Sound", Swift's 2012 single for ''The Hunger Games: Songs from District 12 and Beyond''.
''The Ringer (website), The Ringer'' noted that Antonoff confers a synth-based style to the record, while Dessner contributes a piano-leaning sound, and linked ''Folklore'' to two songs on ''Lover''—"The Archer (song), The Archer" and "It's Nice to Have a Friend"—as Swift's albums "usually have a couple tracks that harken back to the previous album or wind up connecting them to the next".
Themes
''Folklore'' consists of songs exploring points of view that diverge from Swift's life, including third-person narratives
written from perspectives of characters that interweave across the tracks.
Its songwriting style combines balladeering with autobiographical experiences and character-driven storytelling,
and is primarily distinguished by themes of wistfulness, escapism,
nostalgia,
contemplation,
and empathy.
Although Swift opted for a new sound, the album retains stylistic aspects of her trademark songwriting, such as mournful delivery and bildungsroman passion.
Compared to much of her older discography, ''Folklore'' reflected Swift's deepening self-awareness,
introspection,
and vivid storytelling
that showed a higher degree of fictionalization and fewer self-references,
culminating in an outward-looking approach.
The lyricism is both personal and fictional, and a blend of both at times.
The emotional and narrative range of ''Folklore'' is widened by expanding the focus from Swift's personal stories to imagined characters and Anthropomorphism, personifications.
The narratives described in ''Folklore'' include a ghost finding its murderer at its funeral, a seven-year-old girl with a traumatized friend, an old widow spurned by her town, recovering Alcoholism, alcoholics, and a love triangle between the fictional characters Betty, James, and an unnamed woman, as depicted in the tracks "Cardigan", "Betty" and "August", with each of the three songs written from each of the character's perspective in different times in their lives.
NPR's Ann Powers defined ''Folklore'' as a "body constructed of memory, a shared sense of the world, built of myths, heard stories", based on the idea that "we each have our own folklore", with the album being Swift's folklore. Many songs on the album exude a cinematic quality in their lyrics,
and reference objects and phenomena in nature, such as a solar eclipse, Saturn, auroras, purple-pink skies, Sea spray, salt air, weeds, and ''Wisteria''.
Songs
"The 1", the opening track, is a soft rock tune
driven by a bouncy arrangement of piano, Minimal music, minimal percussion, and electronic accents.
In the perspective of Swift's friend, "The 1" describes a new-found positive approach to life and past love, wishing they could have been soulmates.
The slow-burning "Cardigan" is a folk ballad driven by moody, stripped-down instrumentals consisting of drums and tender piano; Swift sings from the perspective of a fictional character named Betty,
who recalls the separation and enduring optimism of a relationship with a boy named James.
"The Last Great American Dynasty" is an alternative indie pop tune with classical instruments like slide guitar, viola, violins, drums and glitchy production elements.
The Satire, satirical song tells the story of Rebekah Harkness, the founder of Harkness Ballet, when she resided in Swift's Rhode Island mansion. It details how Harkness married into an upper-class family, was hated by the town, and blamed for the death of her then-husband and heir to Standard Oil, William Harkness (referred to in the song as Bill), and the fall of his family's name, and draws parallels with Swift's life.
"Exile" is a Gospel music, gospel-influenced,
indie folk
duet with Bon Iver, fusing Swift's soft vocals with Vernon's growling baritone, serving as an unspoken, argumentative conversation between two former lovers.
It begins with a plodding piano and reaches a dramatic climax accompanied by strings, synths
and harmonies.
Sung from the perspective of a deceased lover's ghost, "My Tears Ricochet" is an icy Arena rock, arena-Gothic rock, goth song
that reflects on the tensions following the end of a marital relationship,
using funeral, funereal imagery—a metaphor for Scott Borchetta and Taylor Swift masters dispute, his sale of the masters of Swift's older catalogue.
It encompasses a music box, backing choir, Reverberation, reverbed Ad libitum, ad-libs in the Bridge (music), bridge, and reaches a tumultuous climax over shuddering drums.
"Mirrorball" is a folk-tinged dream pop song,
driven by Pedal steel guitar, pedal steel and twanging guitars.
Its lyrics portray Swift as a disco ball, pertaining to the reflective quality, describing her ability to entertain people with her music by making herself vulnerable and sensitive.
In "Seven", Swift sings in an innocent tone,
reminiscing about an abused friend from her childhood in Pennsylvania,
whom she cannot fully remember but still has fond memories of, over a resonant arrangement consisting of flurrying strings and piano.
"August" is a gloomy dream-pop song
that captures the summer affair between two young lovers—a naive girl who is seen holding on to a boy that "wasn't hers to lose";
the boy is revealed to be James, later in the album.
The song depicts the girl grieve and yearn over her love, using Swift's light and breezy delivery, "yo-yoing" vocal yelps, and a grandiose production driven by acoustic guitar, glistening vocal reverb, and Modulation (music), key changes.
The ninth track, "This Is Me Trying", is an orchestral pop song detailing the accountability and regret of an Alcoholism, alcoholic who admits feeling inadequate.
It contains Swift's "ghostly", reverberated vocals and a gradually growing, dense production.
Over an acoustic arrangement of finger-plucked strings and soft horns,
"Illicit Affairs" unfolds the infidelity of a disloyal narrator, and highlights the measures they carry out to keep the affair a secret.
"Invisible String" is a folk song
that provides a glimpse into Swift's love life with Alwyn, recounting the "invisible" connection between them that they were not aware of until they met, Allusion, alluding to an East Asian Folklore, folk myth called the red thread of fate, Red Thread of Fate.
It comprises an acoustic riff, thumping vocal backbeats,
a distinct Passive voice, passive writing style,
and references her older songs.

"Mad Woman" tackles the taboo linked with female anger,
using sarcastic remarks at sexism,
as ''Folklore'' moment of vituperation.
It metaphorically describes Swift's dispute with Borchetta and Scooter Braun,
painting the story of a deviant widow getting revenge, with references to Witch-hunt, witch hunts.
"Epiphany" is an Ambient music, ambient hymn.
It depicts the devastation of the pandemic, paying homage to healthcare workers, with whom she empathizes, comparing them to traumatized military soldiers,
such as her
veteran
A veteran () is a person who has significant experience (and is usually adept and esteemed) and expertise in an job, occupation or Craft, field.
A military veteran is a person who is no longer serving in the military, armed forces.
A topic o ...
grandfather, Dean, who fought at the Guadalcanal campaign, Battle of Guadalcanal (1942).
The song is carried by a glacial piano,
and a howling Brass instrument, brass.
The fourteenth track, "Betty", is a country and folk rock song with prominent harmonica.
It describes the relationship narrated in "Cardigan", but in the perspective of the cheating boyfriend James,
who had a summer fling with the female narrator of "August".
James apologizes for his past actions but does not fully own up to them, citing excuses.
Its characters (Betty, James, and Inez) are named after the daughters of Blake Lively and Ryan Reynolds. The Contemporary R&B, R&B-inclining "Peace" features jazzy vocals with a complex vocal melody.
over a Pulse (music), pulse juxtaposed with three lushly harmonized basslines,
complemented by minimal synths and a drizzling piano.
Lyrically, "Peace" is an ode to Swift's lover,
dissects the effects of hectic stardom on her relationship and warns the subject of future challenges.
The standard edition of the album closes with "Hoax", a slow piano ballad with emotionally raw lyrics that detail a flawed but everlasting relationship,
ending the album on a despondent note of sadness.
The deluxe bonus track, "The Lakes", is a string-laden Tempo, midtempo song
that introspects on Swift's semi-retirement in England's Lake District;
the location is also mentioned in "Invisible String".
Imagining a red rose growing out of tundra "with no one around to tweet it", Swift fantasizes about a social-media-free utopia,
referencing William Wordsworth, an English poet known for his Romantic writings.
Art direction
''Folklore'' album art, packaging, and lyric videos were created through a DIY approach.
Swift collaborated with photographer Beth Garrabrant for the artworks, without a technical team due to COVID-19 concerns. The photoshoot marked a change from Swift's older shoots, where she would have "100 people on set, commanding alongside other people in a very committee fashion." She styled herself, including hair, makeup and wardrobe, and prescribed Garrabrant a specific Mood board, moodboard.
The photographs are characterized by a grayscale, black and white filter.
Cover artwork
The standard cover art depicts Swift as a 19th-century pioneer sleepwalking in a nightgown.
She is seen standing alone in a misty forest covered by morning fog,
wearing a long, double-breasted Tartan, plaid coat over a white prairie dress,
gazing at the height of the trees.
On the backside cover, she stands turned away from the camera, wearing a slouchy flannel-lined denim jacket slumped around her arms, and a white lace frock, with two loose braided Bun (hairstyle), buns low over her nape, similar to American Girl doll Kirsten Larson.
The album title is written in an Italic type, italicized roman font reminiscent of "a ''The Chronicles of Narnia, Chronicles of Narnia'' scrawl". The photos were shot at Swift's friend's house in Lewisboro, New York. "So, I called my friend who has some woods behind her house and was like 'Can I take some pictures in your forest.' She said yes," Swift said. "I ordered all these night gowns online and brought them and did my own hair and makeup and just was like, 'I guess I'll braid it, I don't know.'"

In December 2020, Jimmy Kimmel interviewed Swift about the presence of the word "Woodvale" on the cover of "Hide and Seek" edition of ''Folklore'', which some suspected to be the title of a new album after ''
Evermore
''Evermore'' (stylized in all lowercase) is the ninth studio album by the American singer-songwriter Taylor Swift. It was surprise-released on December 11, 2020, by Republic Records. Swift conceived ''Evermore'' as a "sister record" to its p ...
;'' Swift denied it and said she did not reveal ''Folklore'' title to anyone until just before its release and used "Woodvale" as a code name, which was included in an artwork for reference, but was accidentally printed in the final products.
Aesthetic and fashion
Reflecting its lyrical motifs of escapism, ''Folklore'' sees Swift embracing a Rural area, rustic,
nature-focused,
cottagecore
aesthetic for the project, moving away from the "technicolor Festival, carnival" of its predecessor, ''Lover''.
The music video for "Cardigan" expands on cottagecore, and starts with her sitting at a Vintage (design), vintage piano in a cozy Cottage, cabin in the woods. The video features a moss-covered forest and a waterfall-producing piano. On her website, Swift sold replicas of the "folklore cardigan" she wore in the video—a cream colored Cable knitting, cable knit, with silver embroidered stars on the sleeves' chunky elbows, and navy blue Piping (sewing), piping and buttons.
''W (magazine), W'' regarded the cardigan the "pièce de résistance" of the aesthetic, and thought the eight cover artworks of ''Folklore'' have Swift "frolicking through the woods like a cottagecore queen". ''Irish Independent'' wrote that she became a "rural tunesmith communing with the birds and the trees", dressed up in a bulky "The Clancy Brothers, Clancy Brothers-style" Aran jumper, Aran sweater. RTÉ thanked Swift for putting cardigans "back on the map once more". Noting that her album eras have been defined by their own color scheme, fashion and cultural motifs, ''Teen Vogue'' described ''Folklore'' as simple, neutral-toned wear, with the cardigan helping in understanding the sentimental role clothing plays. Cottagecore faced resurgence on the internet after Swift used the aesthetic, with a sales surge of hand-knitted Aran sweaters in Ireland and the US.
Comparing it with her past albums, ''The Guardian'' characterized ''1989'' as sleek and suave, ''Reputation'' as Goth subculture, gothic and dangerous, and ''Lover'' as jovial and pastel-hued, whereas ''Folklore'' is the monochrome tale of a songwriter returning to folksy roots.
Refinery29 dubbed the aesthetic as Swift's return to her "truest self",
and compared her new look to that of a "classic English rose (epithet), English Rose". ''Vogue (magazine), Vogue'' found Swift opting for a pastoral palette, and drew parallels to the music video of her 2012 single "Safe & Sound".
''Beats Per Minute (website), Beats Per Minute'' deemed the aesthetic reminiscent of works by painters Grant Wood, Andrew Wyeth, and Lionel Walden, especially Wood's ''American Gothic''.
''Vulture (magazine), Vulture'' defined ''Folklore'' as "an eerie black-and-white Independent film, indie Historical drama, period horror film" that pays homage to various Cult film, cult classic films, especially A24 horror films, with its songs evoking cinematic visuals.
The album's aesthetic has been compared to the visuals in multiple films, including ''Ivan's Childhood'' (1962), ''Picnic at Hanging Rock (film), Picnic at Hanging Rock'' (1975), ''The Blair Witch Project'' (1999), ''Pan's Labyrinth'' (2006), ''The Babadook'' (2014), ''The Witch (2015 film), The Witch'' (2015), ''The Beguiled (2017 film), The Beguiled'' (2017), ''Woodshock'' (2017), ''The Lighthouse (2019 film), The Lighthouse'' (2019), ''Midsommar'' (2019) and ''Little Women (2019 film), Little Women'' (2019).
Release and promotion
''Folklore'' was a surprise album. It marked the first time Swift abandoned her traditional album rollout, opting to release suddenly due to intuition; she stated, "If you make something you love, you should just put it out into the world." She unveiled the album via her social media on July 23, 2020, 16 hours prior to its release to Streaming media, digital music platforms at midnight. Swift informed Republic Records about the new album only a few hours before its release,
thus it was not widely and immediately available at retail.
Deluxe CDs and vinyl LPs with seven other alternate covers were sold exclusively on Swift's website.
The standard edition "In the Trees" CDs of ''Folklore'' were released to retail on August 7, 2020, while "Meet Me Behind the Mall" CDs were made exclusive to Target Corporation, Target.
In the United Kingdom, CDs were made available on August 4, 2020, by EMI Records. The formerly physically exclusive ''Folklore'' deluxe, featuring the bonus track "The Lakes", was released to digital platforms on August 18, 2020.
Starting on August 20, 2020, a limited number of autographed ''Folklore'' CDs were delivered to various Record shop#Independent stores, indie record shops in the US and Scotland to support small businesses in the pandemic. Swift mailed her ''Folklore'' cardigans to celebrity friends and well-wishers. Four six-song compilations of ''Folklore'' tracks were released to streaming, based on the thematic cohesion between them; ''The Escapism Chapter'', ''The Sleepless Nights Chapter'', ''The Saltbox House Chapter'' and ''The Yeah I Showed Up at Your Party Chapter'' were released in August–September 2020. Swift's ninth studio album, ''Evermore'', is a sequel to ''Folklore''. She dubbed them "sister albums".
Singles
"Cardigan" serves as the lead single of ''Folklore''. It was accompanied by a music video posted to YouTube, directed by Swift and produced by Jil Hardin. Both were released on July 24, 2020, alongside the album.
It was serviced to US pop and Adult contemporary music, adult pop radio formats on July 27. The song debuted at number one on the
''Billboard'' Hot 100 chart, becoming Swift's sixth chart-topper and second number-one debut.
''Billboard'' noted a unique radio roll-out for ''Folklore'', where few of its tracks were simultaneously promoted to multiple radio formats. While "Cardigan" impacted pop and adult contemporary, "Exile" was sent to Alternative radio, adult alternative radio on August 3, 2020, which had initially peaked at number six on the Hot 100,
whereas "Betty" was sent to country radio on August 17, after arriving at number six on the Hot Country Songs chart.
"The 1" was released as a promotional single in Germany on October 9, 2020; "The 1" had previously reached number four on the Hot 100.
On July 24, 2021, the first anniversary of ''Folklore'', the original orchestral version of "The Lakes" was also released as a promotional single.
Film and live album
A concert Documentary film, documentary, titled ''Folklore: The Long Pond Studio Sessions'', was released on November 25, 2020, to Disney+. It was directed and produced by Swift, seeing her perform all the tracks of ''Folklore'' in an intimate setting at Long Pond Studio, and sharing the stories behind the songs, with Antonoff and Dessner.
Alongside the film's premiere, Swift's third live album, ''Folklore: The Long Pond Studio Sessions#Live album, Folklore: The Long Pond Studio Sessions (From the Disney+ Special)'', containing the acoustic versions from the film, was released to streaming platforms.
Critical reception
''Folklore'' was met with widespread acclaim from Music journalism, music critics, who praised its emotional weight and Introspection, introspective songwriting, calling it Swift's most subdued and sophisticated body of work yet. At Metacritic, which assigns a Standard score, normalized rating out of 100 to reviews from professional publications, the album received an Weighted arithmetic mean, average score of 88, based on 27 reviews, indicating "universal acclaim".
Rob Sheffield of ''Rolling Stone'' lauded Swift's songwriting abilities that brought out her "deepest wit, compassion, and empathy", making ''Folklore'' her most intimate album so far.
Also noting the album's vivid storytelling filled with imagination and imagery, ''Pitchfork'' Jillian Mapes considered ''Folklore'' a mature step in Swift's artistry while retaining her core as a celebrated songwriter.
Mark Savage of BBC classified ''Folklore'' as an indie record dealing with nostalgia and mistakes that resonate with the times.
Katie Moulton from ''Consequence (publication), Consequence'' appreciated Swift's maturity, particularly the employment of third-person perspectives that had been uncommon on her previous works.
Complimenting the album's writing, ''The Daily Telegraph'' Neil McCormick,
''I (newspaper), i''s Sarah Carson,
and ''The Sydney Morning Heralds Giselle Au-Nhien Nguyen,
gave the album full-score ratings. Describing ''Folklore'' as a bold attempt, Hannah Mylrea of ''NME'' praised Swift's ability to evoke vivid imagery, but said that the 16-song run can "sometimes drag slightly".
Several critics welcomed Swift's new musical direction. Chris Willman of ''Variety'' considered ''Folklore'' to be a "first-rank album", and its change of a musical style a "serious act of sonic palette cleansing" for Swift.
Laura Snapes of ''The Guardian'' considered it to be the most cohesive and the most experimental among Swift's releases.
''Entertainment Weekly''s Maura Johnston deemed the album a bold move for a pop star like Swift to challenge its audience.
Roisin O'Connor of ''The Independent'' praised the album's "exquisite, piano-based poetry" which she found unconventional for Swift's catalog.
AllMusic's Stephen Thomas Erlewine was positive towards the album but felt its musical styles are not "precisely new tricks" for Swift.
In agreement, Annie Zaleski of ''The A.V. Club'' deemed the album not completely experimental, but still a new aspect of Swift's artistry.
In his "Consumer Guide" column, Robert Christgau was most moved by the youth-themed "Seven" and "Betty" than the more adult songs, which he summarized as "melodically fetching, lyrically deft pop songs that are fine as far as they go". He singled out "The Last Great American Dynasty" as the only intolerable song for how it reminds him of "Taylor Swift the showbiz plutocrat".
In a mixed review, ''The New York Times'' critic Jon Caramanica praised Swift's songwriting but felt the album is burdened by "desolate" and "overcomposed" indie rock.
Year-end lists
A multitude of publications listed ''Folklore'' in their lists of best albums of 2020, including number-one placements from ''Billboard'',
''Los Angeles Times'',
''Rolling Stone'',
''Business Insider, Insider'',
NJ.com, ''South China Morning Post'', ''Uproxx'',
''USA Today'', ''Us Weekly'', ''Variety'',
and ''Walla Walla Union-Bulletin''. ''Folklore'' placed third on Metacritic's ranking of the most mentioned albums in 2020 year-end lists.
Commercial performance
The biggest first day on Spotify for a 2020 album, ''Folklore'' opened with over 80.6 million global streams on the platform and earned the Guinness World Records, Guinness World Record for the most opening-day streams for an album by a female artist.
The album broke the Apple Music record for the most-streamed pop album in a day,
and the Amazon Music indie/alternative record. Republic Records reported that ''Folklore'' sold over 1.3 million units worldwide on its first day and two million units in its first week.
By the end of 2020, ''Folklore'' sold 2 million pure copies globally. The International Federation of the Phonographic Industry named it the year's best-selling album by a woman,
and Swift the best-selling solo act of 2020.
United States
The album's on-demand first-day streams were 72 million in the US. ''Folklore'' sold over 500,000 units, including 400,000 sales, in its first three days, becoming the first album to do so since Swift's own ''Lover''. ''Folklore'' debuted at number one on the
''Billboard'' 200 and topped it for eight weeks, becoming the longest-reigning number-one album of 2020. Opening with 846,000 units, consisting of 615,000 pure sales and 289.85 million streams, it marked the largest sales and streaming weeks of 2020. Its first-week sales alone were enough to make it the year's best-selling album. Swift became the first woman with seven ''Billboard'' 200 number-one debuts and tied Janet Jackson for the third-most number-ones.
Eclipsing Eminem, she was the first act in MRC Data, Nielsen SoundScan history to have seven albums each sell 500,000 copies or more in a week,
and the first woman since Barbra Streisand to have six albums spend multiple weeks at number one. ''Folklore'' gave Swift her first entry on Alternative Albums, with the biggest debut ever on the chart.
It was 2020's fastest album to move a million units, the longest-running number-one album by a woman on the ''Billboard'' 200 since ''Reputation'', and the first to spend its first four weeks at the top since Adele's ''25 (Adele album), 25'' (2015); Swift became the first 21st-century act to have six albums each spend four weeks atop, and the first solo/female artist (after the Beatles) to have five albums each top the chart for six weeks or more. By May 2024, the album had spent 200 weeks on the chart. ''Billboard'' attributed the album's success to its timing, pandemic-suited songs and Swift's ability to connect with listeners. She also surpassed Whitney Houston as the woman with the most weeks atop ''Billboard'' 200 (47 weeks). ''Folklore'' sold a million pure copies in the US by October 2022, becoming the only 2020 album to do so and Swift's ninth project to reach the mark. When ''Evermore'' topped the ''Billboard'' 200 later that year, ''Folklore'' rose to number three, making Swift the first woman ever to chart two simultaneous albums in the top three.
All of its 16 tracks debuted simultaneously on the ''Billboard'' Hot 100, giving three top-10 and five top-20 entries. Swift became the first act to debut atop both ''Billboard'' 200 and Hot 100 in the same week, with the number-one debut of "Cardigan". She also was the first act to debut two songs in the top-four and three songs in the top-six simultaneously, as "The 1" entered at number four and "Exile" at number six. Swift extended her record for the most concurrent Hot 100 debuts among women (16). 11 tracks charted on Hot Rock & Alternative Songs, of which a record eight entries were in the top 10.
The best-selling album of 2020, ''Folklore'' earned 2.3 million units, including 1.276 million sales.
It made Swift the first act to have the best-selling album of a calendar year five times, following ''Fearless (Taylor Swift album), Fearless'' (2009), ''1989'', ''Reputation'', and ''Lover''. ''Folklore'' was the eighth best-selling album of 2021 with 304,000 copies sold.
Other markets
''Folklore'' opened at number-one on the Canadian Albums Chart, ''Billboard'' Canadian Albums as Swift's seventh consecutive number-one, spending four weeks atop. All of its 16 tracks debuted on the Canadian Hot 100 chart together, with "Cardigan", "Exile", and "The 1" in the top-10.
''Folklore'' landed ninth on the 2020 Top Canadian Albums year-end list.
In the UK, ''Folklore'' debuted atop the UK Albums Chart, Official Albums Chart with 37,000 copies. It became Swift's fifth consecutive chart-topper, making her the first woman to debut five albums at number one in the 21st century. Becoming Swift's first album to spend multiple weeks atop the chart, ''Folklore'' remained at number one for three consecutive weeks. On the UK Singles Chart, "Cardigan", "Exile", and "The 1" opened at numbers six, eight and 10, making her the first woman in UK history to concurrently debut three songs in the top-10. The album arrived at number one on the Irish Albums Chart, scoring Ireland's biggest opening week of 2020. Swift became the first solo female act with five Irish number-one albums in the 21st century. ''Folklore'' stayed atop for four weeks, yielding Swift's longest-running Irish number-one album. It reached number one in Belgium,
Czech Republic,
Denmark,
Estonia,
Finland,
Greece,
Norway,
and Switzerland.
In China, the album sold more than 200,000 copies in its first six hours and around 740,000 copies in its first week, instantly becoming the best-selling and fastest-selling album of 2020 by a western act.
''Folklore'' was the best selling foreign album of 2020 in Japan. In Australia, ''Folklore'' topped the ARIA Charts, ARIA Albums Chart as Swift's sixth album to do so, giving her more chart-toppers in the country in 2010–2020 than any other artist. Its 16 tracks entered the top 50 of the ARIA Charts, ARIA Singles Chart together, breaking the all-time record for the most debuts in one week. "Cardigan" became Swift's sixth number-one song, while "Exile", "The 1", "The Last Great American Dynasty" and "My Tears Ricochet" reached top-10; Swift became the act with the most Australian top-ten hits of 2020. ''Folklore'' topped the chart for four consecutive weeks, becoming the only 2020 album to top the chart for more than two weeks, and the country's best selling album by a woman in 2020.
Awards
''Folklore'' and its songs received five Grammy Awards, Grammy Award nominations at the 63rd Annual Grammy Awards, 63rd ceremony, winning the
Album of the Year. Swift became the first woman in history to win Album of the Year thrice, and the fourth artist overall, tied with Frank Sinatra, Stevie Wonder and Paul Simon. The album was also a candidate for Grammy Award for Best Pop Vocal Album, Best Pop Vocal Album, while "Cardigan" was nominated for Grammy Award for Best Pop Solo Performance, Best Pop Solo Performance and Grammy Award for Song of the Year, Song of the Year, making Swift the most nominated female artist ever in the latter category with five nods. "Exile" contended for Grammy Award for Best Pop Duo/Group Performance, Best Pop Duo/Group Performance. At the American Music Awards of 2020, 2020 American Music Awards, Swift scored four nominations: American Music Award for Artist of the Year, Artist of the Year, American Music Award for Favorite Pop/Rock Female Artist, Favorite Pop/Rock Female Artist, American Music Award for Video of the Year, Favorite Music Video for "Cardigan" and American Music Award for Favorite Pop/Rock Album, Favorite Pop/Rock Album for ''Folklore'', and won the first three,
extending her record as the most awarded artist in the show's history with 32 American Music Awards. It also marked the third consecutive year Swift was crowned the Artist of the Year, and sixth overall—the first and only artist to achieve it.
Legacy
''Folklore'' release ignited widespread interest in the term "folklore" on the internet. In response to this mainstream attention, the American Folklore Society launched a website titled "What is Folklore?" and engaged in an online campaign to educate the public about folklore studies. Folklorists were recruited to promote the academic field to the general public via social media. Metacritic's Internet traffic, traffic skyrocketed by roughly half a million views upon ''Folklore'' release. The site's founder Marc Doyle stated, "There's nothing quite like Taylor Swift", whose albums supply "a great deal of traffic and user participation" to the site whenever they are released.
The album has been contextualized as a lockdown project by commentators, and earned a reputation as the archetypal
quarantine
A quarantine is a restriction on the movement of people, animals, and goods which is intended to prevent the spread of disease or pests. It is often used in connection to disease and illness, preventing the movement of those who may have bee ...
album. ''The Guardian'' opined that ''Folklore'' was a respite from chaotic events.
''The Daily Telegraph'' called it "an exquisite, empathetic lockdown triumph".
''NME'' wrote the album will be remembered as "the quintessential lockdown album" that "felt like the perfect accompaniment for the weird loneliness" of 2020.
''Insider'' stated that ''Folklore'' would be known as "lockdown's one true masterpiece".
''Rolling Stone'' said the album may go down in history as "the definitive quarantine album" for providing comfort and catharsis "just when we needed it most".
''Billboard'' proclaimed that ''Folklore'' would be cherished as one of Swift's most influential albums.
''Uproxx'' noted how ''Folklore'' changed the tone of music in 2020, and its impact on the year's cultural landscape "can't be measured".
In a list awarding the most creative works that shaped quarantine, ''Vulture'' labeled ''Folklore'' as 2020's "Best Breakdown in Musical Form" for addressing topics of loneliness. ''Vogue'' listed the album amongst the best moments of lockdown culture. ''The Week'' called it "the first great pandemic art" for setting "a high bar" for future pandemic-inspired projects. ''Financial Times'' called it "the first great lockdown album", while ''Hot Press'' termed it "the first great album of the lockdown era".
Judging from its acclaim and commercial success, critic Tom Hull (critic), Tom Hull concluded that Swift "caught the spirit of the times" with ''Folklore''. ''Billboard'' named ''Folklore'' and ''Evermore'' as the best examples of innovative albums from artists who amended their creative process during the pandemic, and in a list titled "The 25 Musical Moments That Defined the First Quarter of the 2020s", called the album a "commercial smash" that stands as "one of the quintessential quarantine full-lengths". In 2023, ''The New York Times'' named ''Folklore'' as one of the "17 Popular culture, pop culture moments that define the COVID era". ''Rolling Stone'' ranked the album at number 170 in their 2023 revision of "Rolling Stone's 500 Greatest Albums of All Time, The 500 Greatest Albums of All Time" and number five in their 2025 list "The 250 Greatest Albums of the 21st Century So Far".
The making of and rave reception to ''Folklore'' encouraged Swift to release ''Evermore''. Swift herself has credited ''Folklore'' for ushering a new mindset of songwriting in her repertoire, which in turn influenced her subsequent releases.
''Folklore'' was the most popular album of 2020 on Genius (website), Genius, and Swift was the top searched act. She was also the world's highest-paid solo musician of 2020, and the highest paid in the US, solely due to her incomes from the 2020 albums. In 2023, Swift embarked on the Eras Tour, which included an act dedicated to ''Folklore''.
''Folklore'' influenced other artists' works. Those who cited ''Folklore'' as an influence for their music include Hayley Williams for her 2021 album ''Flowers for Vases / Descansos,'' Mia Dimšić for her Eurovision Song Contest 2022, Eurovision 2022 song "Guilty Pleasure (Mia Dimšić song), Guilty Pleasure", Rina Sawayama for her 2022 ''Hold the Girl'', and Maya Hawke for her 2022 album ''Moss (Maya Hawke album), Moss''. Christina Perri and Sabrina Carpenter credited ''Folklore'' with encouraging them to be emotionally honest in their songs without worrying about external expectations, and Zahara (Spanish musician), Zahara credited ''Folklore'' for encouraging her to compose music again following months of isolation. The success of ''Folklore'' prompted artists such as Hawke, Gracie Abrams, Ed Sheeran, King Princess,
and Girl in Red to collaborate with Dessner and record songs at his Long Pond Studio.
Noah Kahan acknowledged ''Folklore'' for bringing a "new generation to folk and folk-pop" and helping his music become more mainstream. American comics writer Sina Grace was inspired by the aesthetic and themes of ''Folklore'' to create the story, characters, and art style of the upcoming DC Comics graphic novel ''Superman: The Harvests of Youth''. ''Folklore'' is also the subject of multiple Academic publishing, academic papers, mostly literary.
Track listing
Personnel
Musicians
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Taylor Swift
Taylor Alison Swift (born December 13, 1989) is an American singer-songwriter. Known for her autobiographical songwriting, artistic versatility, and Cultural impact of Taylor Swift, cultural impact, Swift is one of the Best selling artists, w ...
– lead vocals, songwriting, production (5, 6, 8–10, 14, 17)
*
Aaron Dessner
Aaron Brooking Dessner (born April 23, 1976) is an American musician. He is best known as a founding member of the rock band The National (band), the National, with whom he has recorded nine studio albums; a co-founder of the indie rock duo Big ...
– production (1–4, 7, 11–16), songwriting (1–3, 7, 11–13, 15, 16), piano (1–4, 7, 11–16), acoustic guitar (1, 7, 11, 12, 16), electric guitar (1–4, 11–14, 16), Programming (music), drum programming (1–4, 7, 11, 12), Mellotron (1, 2, 11, 13, 15), Teenage Engineering OP-1, OP-1 (1, 4, 16), Keyboard bass, synth bass (1, 16), percussion (2–4, 7, 11, 12, 14), bass (2, 3, 7, 11, 12, 14, 15), synthesizer (2–4, 7, 11–13, 15), slide guitar (3), keyboards (3), Nashville tuning (high strung), high string guitar (14), field recording (15), drone (15)
* Bryce Dessner – orchestration (1–4, 7, 11–13)
* Doveman, Thomas Bartlett – synthesizer (1), OP-1 (1)
* Jason Treuting – percussion (1)
* Yuki Numata Resnick – viola (1, 2, 7, 11, 12), violin (1, 2, 7, 11, 12)
* Benjamin Lanz – Modular synthesizer, modular synth (2)
* Dave Nelson – trombone (2, 13)
* James McAlister – drum programming (2, 11), beat programming (12), synthesizers (12), hand percussion (12), drums (12)
* Clarice Jensen – cello (2, 7, 11–13)
* Rob Moose – orchestration (3, 16), violin (3, 4, 16), viola (3, 4, 16)
* JT Bates – drums (3, 7, 13)
*
Justin Vernon
Justin DeYarmond Edison Vernon (born April 30, 1981) is an American singer, songwriter, producer and multi-instrumentalist. He is best-known as the primary songwriter and Lead vocalist, frontman of indie folk band Bon Iver. He is also a member o ...
– lead vocals (4), songwriting (4), Pulse (music), pulse (15)
*
Joe Alwyn – production (4, 5, 8–10, 14), songwriting (4, 14)
*
Jack Antonoff – production (5, 6, 8–10, 14, 17), songwriting (6, 8–10, 17), live drums (5, 6, 8–10, 14, 17), percussion (5, 6, 8–10, 14, 17), programming (5, 6, 8–10, 17), electric guitars (5, 6, 8–10, 14, 17), keyboards (5, 6, 8–10, 17), piano (5, 17), bass (5, 8–10, 14), background vocals (5, 6, 9, 10, 17), acoustic guitars (6, 8, 14), Hammond organ, B3 (6, 14), organ (9), Mellotron (14)
* Evan Smith – saxophones (5, 8–10, 14, 17), keyboards (5, 8–10, 17), programming (5), flute (8, 17), electric guitar (8, 10), accordion (10), background vocals (10), clarinet (14, 17), bass (17)
* Bobby Hawk – strings (5, 8, 9, 17)
*
Bryan Devendorf
Bryan Devendorf is an American drummer. He is best known as a founding member of the indie rock band The National, with whom he has recorded ten studio albums. Devendorf is also a member of the experimental rock bands Pfarmers and LNZNDRF.
In ...
– drum programming (7)
* Jonathan Low – synth bass (8)
* Mikey Freedom Hart – Pedal steel guitar, pedal steel (10, 14), Mellotron (14), Wurlitzer electronic piano, Wurlitzer (14), harpsichord (14), vibraphone (14), electric guitar (14)
* Kyle Resnick – trumpet (13)
* Josh Kaufman (musician), Josh Kaufman – harmonica (14), electric guitar (14), Lap steel guitar, lap steel (14)
Additional instrument recording
* Kyle Resnick – viola (1, 2, 7, 11–13), violin (1, 2, 7, 11–13)
* Bella Blasko – modular synth (2)
* Lorenzo Wolff – strings (5, 9)
* Mike Williams – strings (8, 17)
* Jon Gautier – strings (8, 17)
* Benjamin Lanz – trombone (13)
Technical
* Taylor Swift – executive producer
* Jonathan Low – recording (1–4, 7, 11–16), mixing (1–4, 7, 8, 11, 15–17)
* Aaron Dessner – recording (1–4, 7, 11–16), additional recording (2, 11)
* Laura Sisk – recording (5, 6, 8–10, 14, 17), vocal recording (1–3; Swift on 4; 13, 15, 16)
* Jack Antonoff – recording (5, 6, 8–10, 14, 17)
* Bella Blasko – additional recording (2)
* Justin Vernon – vocal recording (Bon Iver on 4)
* John Rooney – assistant engineering (5, 9, 14)
* Jon Sher – assistant engineering (5, 9)
* Serban Ghenea, Şerban Ghenea – mixing (5, 6, 9, 10, 12–14)
* John Hanes – mix engineering (5, 6, 9, 10, 12–14)
* Randy Merrill – mastering
Design
* Taylor Swift – wardrobe styling, hair and makeup, packaging creative and art direction
* Beth Garrabrant – photography
* 13 Management – packaging design, project support and coordination
*
Republic Records
Republic Records is an American record label owned by Universal Music Group (UMG). Based in New York City, it was founded by Avery Lipman and Monte Lipman as an independent label in 1995, and was acquired by UMG in 2000. Republic was initially ...
– project support and coordination
Charts
Weekly charts
Year-end charts
Certifications and sales
Release history
See also
* List of Billboard 200 number-one albums of 2020, List of ''Billboard'' 200 number-one albums of 2020
* List of UK Albums Chart number ones of the 2020s
* List of UK Album Downloads Chart number ones of the 2020s
* List of number-one albums of 2020 (Canada)
* List of number-one albums of 2020 (Australia)
* List of number-one albums of 2020 (Ireland)
* List of number-one albums from the 2020s (New Zealand)
* List of number-one albums in Norway
* List of number-one albums of 2020 (Belgium)
* List of best-selling albums in China
Footnotes
References
External links
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{{authority control
2020 albums
Taylor Swift albums
Albums produced by Taylor Swift
Albums produced by Jack Antonoff
Albums produced by Aaron Dessner
Alternative rock albums by American artists
Chamber pop albums
2020s concept albums
Folktronica albums
Albums impacted by the COVID-19 pandemic
Indie folk albums by American artists
Indietronica albums by American artists
Republic Records albums
Surprise albums
Grammy Award for Album of the Year
Albums recorded at Electric Lady Studios