Adele’s video for new single Hello has broken Taylor’s Swift’s record for the most views on Vevo in 24 hours. It clocked up a staggering 27.7 million views in its first day online, beating the 20.1 million views for Swift’s Bad Blood.
It is the Londoner's first single in three years following 2012's Oscar-winning Skyfall and will act as the lead track for her new album 25 which is due for release on November 20.
After just four days since it made its debut on Vevo, the video has notched up a staggering 85 million views so far.
The six-minute video for Hello features beautiful scenic shots mixed with acting sequences to tell the story (even the Hardy Bucks have created a spoof version, surely no greater seal of approval?).
Director Xavier Dolan said: "When I first heard it, all the images were already running by so clearly in my head - and her trust and generosity allowed me to create freely.
"Being on set with her was wonderful. And the thought of directing her in the 'acting' aspect of the term was exciting. I discovered that she's a very talented actress - no matter what she'll tell you."
Hello looks guaranteed to jump to the top of the charts worldwide. In the US it has already sold over 450,000 copies over the weekend while in the UK the single has seen around 156,000 downloads.
Adele has said that while her last album was a break-up record "if I had to label this one I would call it a make up record. I'm making up with myself." She added that "turning 25 was a turning point for me, slap band in the middle of my twenties. 25 is about getting to know who I've become without realising".
Adele will perform songs from 25 for the first time on a one-hour BBC special with Graham Norton. Adele at the BBC will be recorded on November 2, featuring her performing with her live band and being interviewed by Norton. A broadcast date has yet to be announced.
It will be Adele's first TV performance since she sung the Academy Award-winning Bond theme Skyfall at the 2013 Oscars.
Adele said: "I can't wait for the show. The BBC has been wonderful to me over the years and Graham and I get on great so it's going to be a laugh."
Norton added: "This is the music event of the year and I'm thrilled to be part of bringing it to BBC One. This opportunity to spend an hour with Adele, her music and her stories is a truly rare treat. If I wasn't hosting this special I'd be sat at home watching it!"
The full tracklisting from Adele new album 25:
1. Hello
2. Send My Love (To Your New Lover)
3. I Miss You
4. When We Were Young
5. Remedy
6. Water Under The Bridge
7. River Lea
8. Love In The Dark
9. Million Years Ago
10. All I Ask
11. Sweetest Devotion
