Even when Taylor Swift isn’t actively promoting new music, her catalog continues to dominate the charts — often in the most unexpected ways. The latest resurgence? A deluxe edition deep cut from The Tortured Poets Department: The Anthology Edition that’s found new life thanks to a powerful placement in a hit TV show.
A Taylor Swift resurgence sparked by HBO’s and just like that
On July 25, Swift’s haunting ballad “How Did It End?” played during an emotional farewell scene between Carrie Bradshaw and Aidan on HBO’s And Just Like That. The sync aired during the penultimate season of the show, which is set to conclude with its upcoming third installment.
Despite not being released as a single, “How Did It End?” made a powerful impact. Originally featured as a bonus track on Taylor Swift’s deluxe reissue of The Tortured Poets Department, the song’s cinematic placement in the episode’s closing moments struck a chord with viewers, prompting an immediate spike in digital interest.
A 6,000% sales explosion
Following its feature on the show, the song experienced a massive jump in digital sales. According to Billboard (via Luminate), between July 25 and July 28, “How Did It End?” sold more than 500 copies in the United States — representing a staggering 6,000% increase compared to the prior week. This is no small feat, especially for a non-single that had quietly existed in Taylor Swift’s vast discography.
Streaming numbers climb as fans revisit the track
While the sales spike was headline-worthy, streaming numbers also saw a noticeable boost. Over the same four-day period, the song pulled in 391,000 official on-demand streams — marking a 22% increase week-over-week. For a deluxe track from over a year ago, the jump is significant and speaks volumes about Swift’s continued relevance and connection with fans.
A deep cut that refuses to fade
When “How Did It End?” first dropped in April 2024, it managed to debut at No. 35 on the Billboard Hot 100 — an impressive feat for a bonus track. Its return to the spotlight underscores Swift’s unparalleled ability to turn even the quietest entries in her catalog into cultural moments.
Whether it’s an intentional campaign or an organic spike from a well-placed sync, Taylor Swift once again proves that her music transcends album cycles and traditional promotional models. With fans still speculating about her next big move, “How Did It End?” is a reminder that in the world of Taylor Swift, even the past can be repurposed into present-day success.