adele smashes vevo’s 24-hour video views record
The new i-D cover star knocked Taylor Swift’s celebrity-stuffed 'Bad Blood' mini-movie off the top spot.
The world has waited a long time for new music from i-D's new cover star, Adele. Now that it's here, everyone is going legitimately bananas over it. Within 24 hours of releasing the brand new track Hello in a moody Xavier Dolan-directed video, Adele broke Vevo's record for the most watched music video ever on the platform.
Hello clocked up 27,717,681 views in its first 24 hours, knocking Taylor Swift's much-hyped action epic Bad Blood into second place (22.1million) and pushing Nicki Minaj's Anaconda into third (19.6million), followed by Miley Cyrus's Wrecking Ball (19.3million) and Shakira's Can't Remember to Forget You featuring Rihanna (17.1million).
Of course, the hits didn't stop after just one day. The video has now been watched 71,793,160 times. It is perhaps important to note that the massively successful Adele doesn't drunk text her ex while eating chips in bed, she leaves wistful voicemails and emotes in woodland with perfectly wind-swept hair. There's a lesson for us all there.
The full Adele cover story from the upcoming i-D Here and Now Issue will be published on i-D.co tomorrow, so keep the homepage on refresh.