After a four- year hiatus, Grammy-winning singer Adele has returned to the music scene with a bang. Her highly-anticipated comeback track Hello has managed to smash records as millions flocked to watch the music video online.
The video – which last over six minutes and was directed by Xavier Dolan – was watched a whopping 27 million times in the space of 24 hours.
The feat means the British songstress has now dethroned Taylor Swift who received a whooping 20.1 million views on the first day for her video ‘Bad Blood.’
Adele hasn’t released an album since 2011’s 21, which sold over 11 million units in the United States and won the Grammy Award for album of the year.
From the sales point of the view, the video is well on its way to becoming the fastest-selling song of the year.
According to the Official Charts Company, the single has already had a massive 165,000 combined sales and streams, the Mirror reported.
The video features a devastated Adele shortly after the end of a relationship calling her younger self to talk about the mistakes she made.
The song is the first single from Adele’s upcoming album, ‘25’, to be out on November 20. Till now, Hello has got over 88 million views.
In her post on Facebook, Adele wrote:
My last record was a break-up record 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.