2018–2020: Lover, Folklore, and EvermoreIn 2018, following the release of Reputation, I left Big Machine Records and signed a new deal with Universal Music Group, which allowed me to retain ownership of my masters going forward. This was a big step for me and, as part of the agreement, Universal also committed to distribute a portion of its Spotify proceeds among its artists.My seventh studio album, Lover, was released on August 23, 2019. For this album, I collaborated with new producers like Louis Bell, Frank Dukes, and Joel Little. Lover was a huge success, making me the first female artist to have a sixth consecutive album sell more than 500,000 copies in its first week in the U.S. The album was praised for its emotional intimacy and free-spirited mood. The lead single "Me!" peaked at number two on the Hot 100, while other singles like "You Need to Calm Down" and "Lover" were also big hits.

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