Adele's "Hello" video breaks Taylor Swift's "Bad Blood" record with 27m views in 24hours after release on Vevo.
The video for the British singer’s long-awaited new single, “Hello” – her first video since 2011 – set a new record for Vevo, the top music video platform, racking up 27.7 million views in its first 24 hours.
That knocks Taylor Swift’s “Bad Blood,” which had 20.1 million views in its first 24 hours in May, out of the top spot.
“My last record was a break-up record,” Adele wrote about the new album in a note on Facebook last week, “and if I had to label this one, I’d call it a make-up record. I’m making up with myself. Making up for lost time. Making up for everything I ever did and never did.”
Momentum for “Hello” hasn’t slowed since it debuted Friday, either. The video has now been watched nearly 71 million times. (To be fair to TSwizzle, it has a way to go before its total views get anywhere close to the 598 million views of “Bad Blood”.)
The six-minute video, which was shot using IMAX cameras, features the singer and “The Wire” star Tristan Wilds. The song, like many of her others, deals with heartbreak, relationships and the aftermath of both.
Twitter, not surprisingly, exploded when it collectively saw videos of the commercial – and that obsession has since transferred to the actual video.
Between Adele and Swift, this has been a banner year for big music videos. Prior to the two sings, the biggest video debut on Vevo was Nicki Manaj’s “Anaconda” from Aug. 2014, which was viewed 19.6 million times in 24 hours, followed by Miley Cyrus’ “Wrecking Ball” from Sept. 2013, with 19.3 million views.
Watch "Hello" music video below!