30 (Adele album)

30 is the fourth studio album by English singer-songwriter Adele, released on 19 November 2021 by Melted Stone and Columbia Records. The album centers on Adele's divorce, motherhood, and the scrutiny of fame, with themes of heartache, acceptance, and hope. Adele wrote 30 between 2018 and 2021 with producers including Greg Kurstin, Tobias Jesso Jr., Max Martin and Shellback, all of whom worked on her previous record, 25 (2015); new collaborators include Ludwig Göransson, and Inflo of the English band Sault. American jazz pianist Erroll Garner is posthumously credited as a featured artist on "All Night Parking", marking the first guest performance on a standard album by Adele.

30
Studio album by
Adele
Released19 November 2021 (2021-11-19)
Recordedc. 2019–2021
Genre
Length58:15
Label
Producer
Adele chronology
25
(2015)		 30
(2021)
Singles from 30
  1. "Easy on Me"
    Released: 15 October 2021
  2. "Oh My God"
    Released: 29 November 2021

30 received widespread critical acclaim for its cinematic instrumentation, vocal performances and honest themes. The album appeared on many year-end lists, and was considered to be Adele's most versatile album, incorporating elements of dance-pop, rhythm and blues, soul, and jazz. As Adele's return to the music industry following the release of 25 six years earlier, 30 was one of the most anticipated releases of 2021, and was a major commercial success. It topped the charts in 22 territories, including the United Kingdom and the United States, where it became Adele's third number-one album on the Billboard 200. It was the highest-selling album of 2021 in the United States, becoming Adele's third consecutive album to achieve this feat.

The lead single, "Easy on Me", was released on 15 October 2021 to international success, topping the charts in 26 countries. The extensive promotional campaign included a CBS concert special, Adele One Night Only, featuring an interview by American talk show host Oprah Winfrey, on 14 November 2021, followed by an ITV concert special, An Audience with Adele on 21 November 2021. Two British Summer Time Hyde Park concerts are scheduled for July 2022.

Background

Following Adele's marriage to Simon Konecki in 2018, 2 years later than media outlets reported,[1] Adele filed for divorce in 2019.[2] Following the separation from Konecki, and on a journey of self-healing, Adele began therapy sessions and mended the estranged relationship with her father.[2] Through this period Adele would suffer from anxiety, something she stated in an interview with Vogue inspired 30, along with her separation from Konecki, the scrutiny of fame and her motherhood.[2] The years that followed leaving her marriage, plagued Adele, especially the effect it had on her son. Adele decided to have regular conversations with her son about the divorce and recorded her conversations following advice from her therapist.[3][2] Around the same time Adele returned to the studio inspired by her conversations with her son and wanting to create a body of work that would explain to him why she left his father.[2]

In 2018, mainstream media outlets reported that Adele was working on her fourth studio album.[4] On 15 February 2020, Adele announced at a friend's wedding that her fourth studio album would be out by September 2020.[5] However, she would later confirm that the album's production and release had been delayed due to the COVID-19 pandemic.[6] In January 2021, Adele divorced Simon Konecki, her then-husband and father to her son.[7]

Title

Early on in the promotion for 25, Adele revealed that she planned to stop naming albums after her age.[8][9] However, on her 31st birthday, Adele published a rare social media post in which she – seemingly jokingly – referred to her next album as 30, alluding to the theme of her previous three albums' titles.[2]

After a series of billboards with "30" written on them appeared in various locations throughout the world on October 1, Rolling Stone speculated that Adele's forthcoming studio album would in fact be titled 30.[10] Adele seemingly confirmed this when her website and social media accounts were updated the following Monday, October 4, matching the color scheme seen on the advertisements.[11] On October 13, 2021, she officially announced that her fourth studio album would be titled 30.[12]

Production

Greg Kurstin, Max Martin, Shellback and Tobias Jesso Jr. – all of whom worked with Adele on 25 – were confirmed to have songs on the album, while additional collaborations include Swedish composer Ludwig Göransson and London-based producer Inflo.[13][14]

Similarly to Adele's previous albums, the vocal tracks used on 30 are original demos.[15]

Recording

Using music as an outlet post-divorce, Adele went to the studio describing it as "basically running away".[16] Adele wanted to create a "safe space" during the albums recording and opted to work with less people than on her previous project 25.[17] Adele reunited with long-time collaborator and American record producer Greg Kurstin, as well as previous collaborators and Swedish producers and songwriters Max Martin and Shellback, and Canadian singer-songwriter Tobias Jesso Jr. Adele also worked with producers for the first time, including Swedish composer Ludwig Göransson, and British producer Inflo (of the music collective Sault).[2][18]

Adele immediately gravitated towards Inflo, due to their similar age and both being raised in North London. The pair's recording sessions would often start with extensive conversations, before pin-pointing an emotion they wanted to write about.[17] Together they wrote and produced three songs, "Woman like Me", "Hold On" and "Love Is a Game". The latter was inspired by Breakfast at Tiffany's, which was played on mute during the recording sessions.[2] By February 2021, 30 was mostly completed, except for some orchestral elements and backing vocals.[16]

Possible songs and collaborations
Many collaborations with Diane Warren (pictured) which were scrapped from 25 were considered for 30.

During the conception of 25, Adele wrote enough material for what she claimed could be three or four albums. She later revealed that she had four or five songs that she might revisit at a later date, among them a Greg Kurstin-contributed song that she felt was more appropriate once she was older.

I feel like I'm a bit young tossing it right now, but it's a really great, great song. It's like Celine [Dion] meets Meat Loaf meets, like, Barbra [Streisand] meets, like, Beyoncé or something. It's, like, all of my wet-dream idols. But it's really, really great, actually. We didn't finish it in time, and also it just felt like maybe I should be, like, 32 when I do it rather than 27? And there's definitely four or five other songs that I would definitely revisit. And it depends what place I'm at in my life, then. It might be completely irrelevant to me, then. I don't want to put a song on the record just because it's good if I can't relate to it.[19]

Multiple collaborations with songwriter Diane Warren were also cut from 25. Recorded at RAK Studios in northwest London, most of their collaborations were written and completed by early 2014.[20][21][22] Despite this, Warren mentioned the possibility of some of the songs appearing on future albums, telling Entertainment Weekly, "I did some songs with Adele that she still loves. Hopefully they'll find their way onto her next album. We did some songs early in the process for 25. But I ran into her and she was like, 'I still love those songs. I still want them. Don't give them away.' And they're really good songs. Two, I think, are great."[23]

In December 2020, drummer Matt Chamberlin – who previously worked with Adele during recording sessions for 25 – confirmed that he had recently been in the studio with her for her fourth studio album, calling her new material "powerful and emotive." He also revealed that she was working with songwriter Rick Nowels, with whom she previously wrote "Why Do You Love Me" for the deluxe edition of 25.[24] Adele was also working with John Legend and Raphael Saadiq in hopes of crafting an album "full of soul, with a more eclectic sound."[25]

Themes

In her interviews with the American and British publications of Vogue for their November 2021 issues, Adele confirmed that, while it wasn't the sole focus of the album, much of 30 was inspired by her divorce from Simon Konecki and its effects on her and her relationship with her son, Angelo. "It's sensitive for me, this record, just in how much I love it," Adele said of the album. "I always say that 21 doesn't belong to me anymore. Everyone else took it into their hearts so much. I'm not letting go of this one. This is my album. I want to share myself with everyone, but I don't think I'll ever let this one go."[26] During an Instagram Live on October 9, 2021, Adele reiterated that 30 would center on her divorce.[27]

Adele noted that 30 is more introspective than her previous efforts. "I feel like this album is self-destruction, then self-reflection and then sort of self-redemption," she said. "I really want people to hear my side of the story this time."[28]

Release and promotion

On October 18, 2020, Adele confirmed she would be hosting the October 24 episode of Saturday Night Live, reinvigorating fans' hope that new music would be imminent.[29] However, during the episode, Adele confirmed that her fourth studio album was not yet finished.[30] She later hinted via an Instagram post that she would be returning to music in 2021,[31] which was further teased by an Instagram post from Sony Music Germany on December 31.[32] Comedian Alan Carr, a close friend of Adele's, also hinted that the album would be released in 2021, describing the material he has heard from the album as "amazing" during an interview with Grazia UK.[33]

On September 28, 2021, tweets from numerous radio stations across the globe indicated that new Adele music could be released as early as that week.[34] Days later, Hits Daily Double, who previously reported exclusively on the album rollout for 25, reiterated that Adele's fourth studio album would be released on November 19.[35]

On the weekend of October 1, a series of billboards and projections displaying the number "30" appeared in various locations across the globe, with reports that it could be tied to Adele’s forthcoming studio album, 30.[36] On Monday, October 4, Adele's social media accounts and website were updated to match the blue color from the advertisements, indicating an imminent announcement from Adele.[11] The next day, Adele officially announced an October 15 release for the album's lead single, "Easy On Me", with a clip of its music video on her social media accounts.[37] Later that week, Adele became the first person to simultaneously appear on the covers of both American and British Vogue publications in the same month; both magazines featured interviews in which Adele revealed details about her new album.[38] The track-listing of 30 was revealed on 1 November 2021. The Target-exclusive deluxe edition adds two bonus tracks and a duet version of "Easy on Me" with American singer-songwriter Chris Stapleton.[39][40]

Unlike 25, Adele confirmed that 30 would be available on streaming services the day of its release, in addition to a traditional release on physical formats.[15] Likewise, 30 differed from Adele's previous releases in that it would not be released by XL Recordings; instead, its worldwide distribution was handled by Columbia Records, which previously only handled Adele's releases in North America.[41]

On October 13, 2021, Adele officially announced the title of the album would be 30 and that it was slated for release on November 19, 2021.[42] The following week, she announced a television special, Adele One Night Only, would air on CBS on November 14, 2021.[43] The special featured an exclusive interview with Oprah Winfrey, as well as live performances of both Adele's biggest hits and her newest songs from the album.[44]

On 4 November, two weeks prior to the album release, Consequence reported that "a major delay in vinyl production" was caused due in part to 30. In a 3 November report, Variety had stated that Adele had to turn the album in six months beforehand in order to have its vinyl LPs ready for 19 November, the day it releases. More than half a million vinyl copies of 30 were manufactured in the months leading up to the release day, with Sony Music removing catalogue albums from its overseas pressing plants to ensure "there won't be any shortage of Adele LPs going into the holidays", which coupled with the pre-existing delay in production due to the COVID-19 pandemic, became detrimental to albums by other artists. Ed Sheeran stated "there's like three vinyl factories in the world, so you have to do it like really upfront – and Adele had basically booked out all the vinyl factories, so we had to get a slot and get our album in there. It was like me, Coldplay, Adele, Taylor, ABBA, Elton, all of us were trying to get our vinyls printed at the same time."[15][45]

Singles

The lead single, "Easy on Me", was released on 15 October 2021.[46] The accompanying music video was directed by Canadian filmmaker Xavier Dolan in Sutton, a town in southwestern Quebec.[47] Its music video was considered to be a sequel to the music video for 25's lead single, "Hello".[48] Upon release, it broke multiple major records, including the most streamed song in a day and week on Spotify.[49] The song topped the charts in 26 countries, including the UK Singles Chart and the US Billboard Hot 100.[50][51] Featured in Target and Japanese editions of 30,[52] duet version with American singer Chris Stapleton was released to the US country radio format on November 19, 2021.[53]

"Oh My God" was released as the second single on 29 November 2021.[54] It debuted at number five on the US Billboard Hot 100, becoming her second highest debut on the chart, only behind "Hello".[55]

Concerts

As part of the promotion in the US, on 18 October 2021, CBS announced Adele One Night Only, a two-hour concert and television show by Adele, featuring an interview segment with American talk show host Oprah Winfrey; the special was shot at Griffith Observatory in Los Angeles, and aired on 14 November 2021.[56] The concert special drew 11.7 million viewers.[57] For the UK, another concert special called An Audience with Adele aired on 21 November via the free-to-air channel ITV, and was released to its on-demand platform ITV Hub; the one-off concert was captured at the London Palladium in London, and with an audience consisting of both fans and Adele's "own personal heroes and heroines, fellow musicians, artists, actors, sportsmen, sportswomen and more."[58] Adele is also slated to play two concerts at British Summer Time Hyde Park, London, on 1–2 July 2022. Tickets were made available on 26 October 2021 on Adele's website and via American Express.[59] Its "extortionate" ticket prices was met with criticism from many fans online, with the lowest possible price costing £90 and the highest being £579.95.[60][61]

Critical reception
Professional ratings
Aggregate scores
SourceRating
AnyDecentMusic?7.9/10[62]
Metacritic88/100[63]
Review scores
SourceRating
AllMusic[64]
The Daily Telegraph[65]
Entertainment WeeklyA–[66]
The Guardian[67]
The Independent[68]
The Line of Best Fit8/10[69]
NME[70]
Pitchfork8.2/10[71]
Rolling Stone[72]
The Times[73]

30 received widespread acclaim from music critics, many of whom dubbed it Adele's best album yet.[74] On Metacritic, which assigns a normalised score out of 100 to ratings from publications, the album received a weighted mean score of 88 based on 23 reviews, indicating "universal acclaim".[63] It is Adele's highest-rated album on the site.[75]

Rolling Stone music journalist Rob Sheffield called 30 Adele's "toughest, most powerful album yet" with the best vocal performances of her career, and praised its "deft" production by her collaborators.[72] Neil McCormick, in his review for The Daily Telegraph, hailed 30 as her strongest record yet, containing "powerhouse" songs with "intense" emotions and "bravura" performances.[65] Emma Swann of DIY described the album as "raw and uncompromising", matching cinematic music with lyrics on "the pain, the self-flagellation, the hope, the acceptance."[76]

Evening Standard's David Smyth called 30 "a devastating comeback" filled with both uptempo songs and heavy ballads.[77] Mikael Wood of Los Angeles Times opined the album examines "love's causes and consequences" using Adele's personal experiences, and highlighted her "soaring yet pulpy, gorgeous" vocals.[78] The Independent critic Annabel Nugent found the subject matter candid, unfiltered and "unmediated", as well as containing some optimistic love songs, unlike her previous records whose sad themes "can be wearisome in excess."[68] Kate Solomon, writing for i, said that 30 was a "reverent and messy, polished and painful" album from a "woman in turmoil, from raging wine-fuelled nights to quiet teary moments".[79]

David Cobbald, reviewing for The Line of Best Fit, complimented the theatrical essence of 30 and the use of electronic instruments and synthesisers in its production, but dismissed songs such as "Oh My God" and "Can I Get It" as "questionable".[69] Pitchfork critic Jillian Mapes called 30 an "incredibly moving album" and Adele's most ambitious work to-date due to its "nuanced" production, but ruled out "Can I Get It" as a non-essential, pop radio filler.[71] Reviews by NME's El Hunt and The Guardian's Alexis Petridis were mixed. Hunt said 30 was Adele's most creative album, but with lyrics still in "safer territory"; Hunt appreciated the new sounds, but felt the compositions of "Hold On", "I Drink Wine" and "Can I Get It" were jarring.[70] Petridis said the album is monotonous musically and lyrically to her previous albums, and "given their sales figures, you couldn't blame Adele for declining to even tinker with a formula that clearly ain't broke. But she does, and it makes for 30's highlights."[67] Tom Hull was more critical, grading it a "B-minus" and finding it "all overblown".[80]

Year-end lists

30 appeared on several year-end best albums lists of 2021.

Select year-end rankings of 30
Publication List Rank Ref.
Billboard The 50 Best Albums of 2021: Staff List
4
 [81]
Complex The Best Albums of 2021
3
 [82]
Consequence Top 50 Albums of 2021
20
 [83]
Entertainment Weekly The 10 best albums of 2021
5
 [84]
NPR Music 50 Best Albums of 2021
14
 [85]
The New York Times Lindsay Zoladz's Best Albums of 2021
1
 [86]
Pitchfork The 50 Best Albums of 2021
32
 [87]
Rolling Stone 50 Best Albums of 2021
2
 [88]
Variety Chris Willman's Top 10 Best Albums of 2021
5
 [89]

Commercial performance

On 29 October 2021, three weeks before the release, the album broke the Apple Music record for the most pre-added album ever on the streaming platform, surpassing Billie Eilish's Happier Than Ever (2021); 30 also broke the record for the largest number of pre-adds in a single day, as well as the record for achieving it in the shortest timeframe.[90]

Europe

On 22 November 2021, the UK Official Charts Company reported that 30 logged 167,000 chart sales in the UK in the first half of its opening week, which was larger than the rest of the chart's top 40 combined.[91] After five days of release, the album claimed the biggest opening week of 2021 in the country. With 219,000 chart sales, 30 overtook ABBA's Voyage which opened with 204,000 chart sales earlier that month. It is also the highest opening week for an album by a female artist since Adele's own 25.[92] The album debuted at number one on the Official Albums Chart with 261,000 copies sold, garnering the largest opening week for an album since Ed Sheeran's Divide (2017). Adele also achieved a chart double on the Official Singles Chart that week, with "Easy on Me" at number one, and "Oh My God" debuting at number two, while "I Drink Wine" debuted at number four.[93] In its second week, 30 sold another 102,000 copies, while also retaining the official chart double for the second week running.[94] In its third week, 30 sold a further 73,000 copies to stay on the top of the UK Albums Chart for the third successive week running.[95] Though, "Easy on Me" would fall off the summit dropping to number two, resulting in Adele losing her chart double after Ed Sheeran and Elton John's collaborated single "Merry Christmas" debuted at number one on the Official Singles Chart.[96]

30 debuted at number one in Germany, and with "Easy on Me" being at number one on the German singles chart, Adele became the first female artist to occupy the number one slots on the single and album charts thrice there simultaneously.[97] In Ireland, 30 debuted at number one, outselling the rest of the Top 10 combined.[98] 30 also topped the charts in Austria, Belgium, Denmark, Finland, Iceland, Lithuania, the Netherlands, Norway, Scotland, Spain, Sweden, and Switzerland.

United States

In the United States, 30 became the top-selling album of 2021 after its first three days.[99] With 500,000 pure copies sold in the timeframe, it surpassed Taylor Swift's Evermore (2020), which previously held the title with 462,000 copies. The album also claimed the biggest sales week of the year, topping the 369,000 copies that Red (Taylor's Version) sold earlier that month. 30 moved 575,000 album-equivalent units in the three-days span.[100] The following day, 30 surpassed Certified Lover Boy by Drake for the biggest opening sales week of 2021 for an album, earning 660,000 equivalent album units in its first four days in the country; 560,000 of that sum being album sales.[101]

The album debuted atop the Billboard 200 with 839,000 album-equivalent units, including 692,000 pure album sales and 185.39 million on-demand streams. It surpassed the sales of any album in its previous 11 months combined, and tallied the highest album sales week since the 1.2 million copies sold by Swift's Reputation (2017).[102] 30 also outsold the other 50 best-selling albums that week combined, as well as the other top 10 best-selling albums that week combined and tripled.[103] All of the 12 tracks from 30 charted on the Billboard Hot 100 following its release, with six of them in the top 40. Adele's sum of chart entries rose from 14 to 25, tying with Billie Eilish as the female artist with the third-most entries on the chart in 2021, behind Swift (40) and Summer Walker (18).[104] 30 remained at number one in its second week with 288,000 units earned, scoring the biggest second week sales of the year, and the largest second week total for any album since Drake's Scorpion (2018), which moved 335,000 units.[105] By the end of its second week, 30 had sold over a million physical copies in the US, becoming the first 2021 album to reach the milestone and the first overall since Swift's Folklore (2020).[106]

Other markets

30 debuted atop the Billboard Canadian Albums Chart, becoming her third chart-topping album there.[107] The album also topped the charts in Australia, where it scored the highest first week sales for any album since Divide in 2017, while 9 of the album's 12 tracks charted on the ARIA Top 50 that week.[108] It was a major success in New Zealand, debuting at number one there while reaching gold status in its first week of release for surpassing sales of 7,500.[109] In Asia, 30 debuted at number five on the Oricon Japanese Albums chart,[110] and number four on the Billboard Japanese Albums Chart.[111]

Track listing
Standard edition
No.TitleWriter(s)Producer(s)Length
1."Strangers by Nature"
Göransson3:02
2."Easy on Me"
Kurstin3:44
3."My Little Love"
  • Adkins
  • Kurstin
Kurstin6:29
4."Cry Your Heart Out"
  • Adkins
  • Kurstin
Kurstin4:15
5."Oh My God"
  • Adkins
  • Kurstin
Kurstin3:45
6."Can I Get It"
  • Martin
  • Shellback
3:30
7."I Drink Wine"
  • Adkins
  • Kurstin
Kurstin6:16
8."All Night Parking" (with Erroll Garner)
  • Adkins
  • Garner[a]
2:41
9."Woman like Me"
Inflo5:00
10."Hold On"
  • Adkins
  • Inflo
Inflo6:06
11."To Be Loved"
6:43
12."Love Is a Game"
  • Adkins
  • Inflo
Inflo6:43
Total length:58:14
Target and Japanese limited edition bonus tracks
No.TitleWriter(s)Producer(s)Length
13."Wild Wild West"
  • Adkins
  • Göransson
Göransson3:46
14."Can't Be Together"
  • Adkins
  • Kurstin
Kurstin4:17
15."Easy on Me" (with Chris Stapleton)
  • Adkins
  • Kurstin
Kurstin3:44
Total length:70:02

Notes

  • ^[a] "All Night Parking" is built around the musical base of "Finding Parking" (2017) by Joey Pecoraro, which in turn samples the song "No More Shadows" (1964) by Erroll Garner.

Personnel

Musicians

Technical

  • Randy Merrill – mastering
  • Matt Scatchell – mixing (1–5, 7–12)
  • Tom Elmhirst – mixing (1–5, 7–12)
  • Serban Ghenea – mixing (6)
  • John Hanes – mixing (6)
  • Riley Mackin – engineering (1)
  • Steve Churchyard – engineering (1, 3, 7, 10, 12-15)
  • Alex Pasco – engineering (2–5, 7)
  • Greg Kurstin – engineering (2–5, 7, 14, 15), vocal engineering (8)
  • Julian Burg – engineering (2–5, 7, 14, 15), vocal engineering (8)
  • Lasse Mårtén – engineering (6)
  • Michael Ilbert – engineering (6)
  • Sam Holland – engineering (6)
  • Inflo – engineering (9, 10, 12)
  • Matt Dyson – engineering (9, 12)
  • Todd Monfalcone – engineering (9)
  • Tom Campbell – engineering (10)
  • Ivan Wayman – engineering (11)
  • Shawn Everett – engineering (11)
  • Ryan Lytle – engineering (12), engineering assistance (9)
  • Bryce Bordone – engineering assistance (5, 6)
  • Brian Rajaratnam – engineering assistance (10)

Charts

Certifications
Certifications for 30
Region CertificationCertified units/sales
Australia (ARIA)[143] Gold 35,000
France (SNEP)[144] Platinum 100,000
New Zealand (RMNZ)[145] Platinum 15,000
Poland (ZPAV)[146] Gold 10,000
United Kingdom (BPI)[147] Platinum 300,000

Sales+streaming figures based on certification alone.

Release history
Release dates and formats for 30
Region Date Format(s) Label Ref.
Various 19 November 2021
Columbia [148]

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