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Taylor Swift’s new music video sets first-day record on YouTube

David Lumb

Taylor Swift returned from her self-imposed social media exile with a single that's already breaking records. Her music video for 'Look What You Made Me Do' raked in over 31 million views on YouTube in its first 24 hours, surpassing Adele's previous high-water mark of 27.7 million views of 'Hello' for most-watched video on the platform in a single day.

While the song was released on Friday, the music video landed on YouTube yesterday. Of course, some of those views might be from fans who get a slightly better chance of snagging tickets to her upcoming tour if they watch her video multiple times per day. Or, for a better place in virtual line, if they buy her album, which comes out November 10th.

It took less than seven months for 'Despacito' to dethrone 'Gangnam Style' for lifetime YouTube views. But with fans shrewdly egged on by Swift's marketing machine to keep watching day-in and day-out, perhaps 'Look What You Made Me Do' will surpass the 3.4 billion-view record held by Luis Fonsi and Daddy Yankee's dance track in a lot less time.

Pitchfork