Taylor Swift, her army of female friends and Kendrick Lamar have shattered Vevo's record for most views in a 24-hour timespan with their cinematic "Bad Blood" music video.
Swift's video, which debuted Sunday at the Billboard Music Awards, attracted 20.1 million views on Vevo.com, YouTube, Xbox, Roku and other Vevo platforms in just 24 hours.
That tally surpassed Nicki Minaj's "Anaconda," which held the record since August 2014 with 19.6 million views. Previous record holders include Miley Cyrus' "Wrecking Ball" (19.3 million), One Direction's "Best Song Ever" (12.3 million), Cyrus' "We Can't Stop" (10.7 million) and Justin Bieber's "Beauty and the Beat" (10.6 million).
The view count for "Bad Blood" was bolstered by Swift's clever social media campaign involving character posters for each celebrity friend featured in the music video.
Swift immediately thanked her fans, director Joseph Kahn (who also helmed "Blank Space") and friends who each played powerful characters resembling Hunger Games tributes.
FREAKING OUT RIGHT NOW YOU BROKE THE VEVO WORLD RECORD THANK YOU http://t.co/XTwKCWR4x9#24hrVevoRecord #BadBloodMusicVideo— Taylor Swift (@taylorswift13) May 21, 2015
I'll never be able to thank you enough, @JosephKahn @kendricklamar @selenagomez @karliekloss @iammarthahunt @LilyAldridge @Caradelevingne— Taylor Swift (@taylorswift13) May 21, 2015
Thank you SO much @SerayahLove @jessicaalba @GiGiHadid @CindyCrawford @EllenPompeo @elliegoulding #24hrVevoRecord— Taylor Swift (@taylorswift13) May 21, 2015
Girls, this is CRAZY. Thank you so much @Zendaya @yelyahwilliams @lenadunham @Mariska @EllenPompeo @HaileeSteinfeld #24hrVevoRecord— Taylor Swift (@taylorswift13) May 21, 2015
Those involved swiftly joined in on the excitement over the new record:
I feel like the Silver Surfer heralding the arrival of Galactus, & Galactus just slayed the world. Taylactus? Galactor? #BadBloodMusicVideo— Joseph Kahn (@JosephKahn) May 21, 2015
She broke the @Vevo record! Congrats @taylorswift13, loved being your #headmistress. https://t.co/1koABa77qe— Cindy Crawford (@CindyCrawford) May 21, 2015
INSANE. #BADBLOODMUSICVIDEO https://t.co/5BV4qZTy56— Hailee Steinfeld (@HaileeSteinfeld) May 21, 2015
Woah! @TaylorSwift13's #BadBloodMusicVideo has crushed the #24hrVevoRecord with 20.1M views! http://t.co/YlRSv00ysW pic.twitter.com/1IddUeesoR— Vevo (@Vevo) May 21, 2015
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