Record Store Day 2023: Taylor Swift’s ‘Folklore’ Release Brings Long Lines, Sellouts at Retailers

Record Store Day already has a magnificent track record of bringing music fans out to stores, but this year, the event received an added boost from Taylor Swift’s folklore, the long pond studio sessions — a double LP that resulted in longer-than-usual lines at retailers.

While the spread of Record Store Day (RSD) releases is now a major draw unto itself, the Swift release, which enjoyed a 75,000-unit distribution to stores across the U.S., was the best-selling title by far. Or as Stu Goldberg, owner of Mr. Cheapo CD & Record Exchange on Long Island, N.Y., put it: “Today, it was all about Taylor Swift.”

An assessment of Record Store Day wouldn’t be complete without a call to its administrator and co-founder, Michael Kurtz, who noted that RSD is on course to break the sales record for the most vinyl sold in a single day. When RSD “began 16 years ago, we had 30 releases that sold about 80,000 copies,” Kurtz says. “On Saturday, we had one record, Taylor Swift, selling 75,000 or almost that amount, and plenty of sales from other releases.” It’s likely that her release could be a Top 5 record on next next week’s Billboard 200.

Likewise, Rough Trade store manager George Flanagan said the store’s line was “informed by Taylor Swift fans,” while Newbury Comics store manager Therrien Dolby says the Swift release was the “big draw.” And In Patchogue, NY, Jeff Berg, the owner of Record Stop, says there were so many Swift fans, the store had to create two lines: one for fans seeking her release and one for everybody else. The Swift line had its own dedicated cash register too.

In acknowledgement of the day’s impact, Alliance Entertainment, the largest music wholesaler, says that more than 800,000 units of vinyl were created and shipped for RSD, with retail sales expected to surpass $32 million. “Record Store Day has been a long-time partner to Alliance Entertainment, always collaborating to benefit the independent record store community,” Alliance senior vp of sales Ken Glaser said in a statement.

RSD In NYC

Billboard began its New York City-area Record Store Day trek by driving out to Newbury Comics at Roosevelt Field Mall on Long Island. Upon arrival at 9 a.m., about 40 people were lined up outside. Like other stores later in the day, store manager Dolby positioned himself at the front door, regulating entry to make sure the store didn’t get too crowded and overwhelm the staff. At the 8 a.m. opening time, about 150 people were waiting, Dolby reported, including one customer who arrived at 1 a.m. (Dolby added that mall management, the Simon Property Group, was very helpful and accommodating to the store for the event.)

Inside the store, a quick scan revealed that roughly 25% of its bin floor space is devoted to music, with 17 bins dedicated to vinyl and two dedicated to CDs. The store also carries a healthy stock of music merch, mainly artists-t-shirts, and music titles also enjoy a prominent position in front-of-the-store end caps.

Upon leaving Newbury Comics, Billboard headed to Mr. Cheapo CD & Record Exchange in Mineola (the store has a second location in Commack, Long Island). When co-owner Goldberg arrived at the store on Saturday morning, he found a line around the block due in large part to the Swift record, though he admitted that the store underbought the title and quickly ran out of it as a result. That was the store’s number one title for the day, he says, and “if we had more, it would have been the biggest by a mile.”

Fortunately for Goldberg, most people stayed in line after learning the Swift release had sold out. The other big sellers on Saturday were Billy Joel‘s Live at the Great American Music Hall, 1975 and Eric Carr’s Rockology, because “Kiss is always a great seller here,” he adds. Behind the counter, store staffer Jessica commanded the cash register and bagged purchases while touting her band T.O.Y.S.’ next gig with a bag-stuffer flyer for their set supporting hardcore punk band Urban Waste at the Amityville Music Hall on May 5.

Beyond the vinyl explosion, Goldberg noted that CDs are again becoming a big deal because young fans “want something tangible” from their favorite artists.

While at Mr. Cheapo, Billboard ran into respected sales/commerce executive Ken Gullic, who was doing his best to support RSD by picking up Soul Asylum‘s MTV Unplugged 1993 and Tori Amos‘ Little Earthquakes – The B-Sides. Most recently with MNRK, Gullic is entertaining freelance options; entertainment suppliers can reach him at [email protected].

After Long Island, Billboard decided to hit record stores in Ridgewood, Queens and then Bushwick, Brooklyn, on the way to Rough Trade Records on Sixth Avenue near 49th Street in Manhattan. Trying Google for Ridgewood, Billboard hit Scorpio Records and then Deep Cut Records, but things didn’t work out so well. At 11:30 a.m., Scorpio Records was closed and, as it turns out, generally doesn’t open until 2 p.m.

While Deep Cut Records was open and had about 20 people in line, the owner effectively told Billboard to get lost by slamming the door after being asked what his best-selling title was.

Onward Octopus Records in Bushwick. While Octopus didn’t stock any RSD titles, Nigel, who identified himself as the store owner, says it wasn’t for a lack of trying. He explained that his store is relatively new, having opened last summer and that an e-mail to the Record Store Day website was never returned. Nevertheless, the store advertised a 10%-off sale for RSD on a sign placed outside to celebrate the event. Nigel says Octopus Records has a deep selection of electronica music and is now building out other genres.

Down the block from Octopus, Brooklyn Vintage, a clothing store that also sells other merchandise, including records, was getting some Record Store Day action too, with crates of vinyl set outside the door  (where a DJ was spinning tunes) and a bin of vinyl inside.

Finally, Billboard headed to Rough Trade in Manhattan, where things were still swinging at 2 p.m. Upon arrival, at least 150 people were still in line, which ran to the corner of 6^th Avenue and then a third of the way down 49th Street. The size of the line held steady throughout most of the day, as security never let more than eight or so customers in the store at one time to allow staff to handle sales in an orderly manner.

Store manager Flanagan reports that the first customer lined up sometime before 8 p.m. on Friday night and that the same customer has been the first person in line for at Rough Trade on RSD for at least five years. Meanwhile, beyond the hundreds of copies of the Swift record sold by the store, The 1975’s Dirty Hit release, Live With The BBC Philharmonic Orchestra, was its second most popular, having sold out by 3 p.m.

After Rough Trade, Billboard called it a day but is sorry to have bypassed Record Stop in Patchogue on Long Island, as that store put on an old-school Record Store Day bash reminiscent of the early days when stores threw parties for the annual event. “The town of Patchogue is very pro-business, so we did a block party, getting permits and had the street closed off from cars,” Record Stop owner Berg reports. “We had a food truck and the nearby Burgerology restaurant was hawking Blue Point beer, while we had five bands and a DJ.” According to a Record Stop flyer, the bands were Thee Unsung, the Detonators, Bang For Your Buc and War Pigs, while the DJ set was supplied by Vinyl Guy Tom.

Berg says he decided to make this year special because he wanted to thank his customers as well as his staff. “Record Store Day is about a celebration of what we do,” he says.