Bon Iver & The National Boast Streaming Gains After Taylor Swift’s ‘Folklore’

Bon Iver
Graham Tolbert

Bon Iver

Bon Iver, real name Justin Vernon, and The National’s Aaron Dessner collaborated with Swift on the alternative-leaning new album.

Interest in the catalogs of Taylor Swift’s Folklore collaborators Aaron Dessner and Bon Iver drives streaming gains for both artists.

Bon Iver, a musical project of Justin Vernon, features on Swift’s “Exile,” which concurrently bows at No. 2 on Hot Rock & Alternative Songs, No. 6 on the all-format Billboard Hot 100 (both tallies dated Aug. 8) and is the album’s lead single at Triple A radio. He also contributed instrumentation to “Peace” from the album.

In the tracking week ending July 30, consumption of Bon Iver’s catalog of songs jumped 34% to 5.6 million on-demand U.S. streams, according to Nielsen Music/MRC Data.

“Skinny Love,” one of Bon Iver’s breakthrough songs from 2007’s For Emma, Forever Ago, leads the way with 918,000 on-demand streams, up 26%. 2011’s “Holocene” follows with 578,000 on-demand streams.

Additionally, Bon Iver’s album catalog earned 6,000 equivalent album units, up 41%. Of that sum, 1,000 units are via album sales, up 62%. He also garnered 1,000 digital downloads, a boost of 186%.

Dessner, meanwhile, produced 10 of Folklore’s songs and co-produced one more, while also boasting multiple co-writing and instrumental credits.

He’s usually a multi-instrumentalist and songwriter in The National, which in turns sees its own streaming gains as well – 2.2 million on-demand streams, up 20%. “I Need My Girl” from 2013’s Trouble Will Find Me leads all songs with 157,000 on-demand streams, a boost of 16%.

Even Big Red Machine, a collaborative project between Vernon and Dessner, earned a streaming leap; its catalog snagged 136,000 on-demand streams, up 47%.

The National crowned Billboard’s Top Rock Albums chart last year for the fourth straight LP with I Am Easy to Find (June 1, 2019), while Bon Iver’s most recent release, I,I, bowed at No. 3 two months later. Big Red Machine’s self-titled debut started at No. 40 on the chart in September 2018.

The album on which they collaborated with Swift, Folklore, concurrently bows at No. 1 on the all-format Billboard 200, as well as Alternative Albums, both dated Aug. 8, with 846,000 equivalent album units earned in the tracking week ending July 30.

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