Adele’s single Easy On Me was finally released at midnight, her first new music in six years, but before fans had heard a note businesses were already raking it in from the star’s comeback.
A few teases of the new material and a fashion shoot for Vogue was all it took for the “Adele effect” to kick in and have a big-money impact.
From sky-high eyeliner sales as fans go for that famous flick or curlers for the big hair, Adele is good for business.
The 33-year-old singer’s fourth album, 30, is out on November 19.
She began working on it around the time of her split from husband Simon Konecki and her new music features lyrics telling how she explained their break-up to their son Angelo, now nine.
The divorce is thought to have been amicable and she and Simon, 47, live on the same LA street. But Adele said the break-up threw her “into a maze of absolute mess and inner turmoil” and she was “consumed” with grief.
She said: “I’ve painstakingly rebuilt my house and my heart since then and this album narrates it.
“Home is where the heart is.”
In lockdown, many people ditched their bras, but Adele’s yellow Vivienne Westwood corset has inspired an underwiring revival, with one style team declaring: “The bust is back.”
But she was also photographed in the Vogue shoot wearing a stunning Chanel cape and Louis Vuitton minidress.
This was outerwear with a touch of old school glamour, not to mention fringing.
It really is the roaring 20s all over again…
Her trademark flick of black is back and the sight of it in the Vogue shoot was enough to trigger a 9,900% increase in Google searches for “Adele eyeliner”.
That prompted Adele’s make-up artist Pat McGrath to share details of the products she used.
Helpfully, they were from her own Pat McGrath Labs range and the PermaGel Eye Pencil in BLK Coffee (£25) and Perma Precision Liquid Eyeliner (£25) are all that you need to achieve that perfect winged eye.
The 1960s bouffant is back, thanks to a little inspiration from French actress Catherine Deneuve.
Hairdresser Guido Palau complimented Adele’s “really great, thick hair”, which he put in rollers, and told Vogue: “I applied a Bumble & Bumble Thickening Spray, £25, took big sections and used a big round brush and hairdryer to lift the roots.”
His “teasing” of her roots led one fashion magazine to declare: “Adele just brought back back-combed hair.” Her other stylist Ryuta “Wig Boy” Sayama said: “The bigger the hair got, the more excited she got.”
So now everyone wants her “high voltage” hair.
If she decides to go on tour with her new album, Adele could make an estimated £600million.
But she is notoriously not a fan of touring and reports from the US suggest she will opt for an equally lucrative Las Vegas residency instead.
That would mean she could easily commute – probably by private jet – from her home in Los Angles.
Adele said on stage in 2017: “Touring isn’t something I’m good at – applause makes me feel a bit vulnerable.
“I don’t know if I will ever tour again. I’m not sure if touring is my bag.”
Adele’s 2015 album 25, featuring Hello and When We Were Young, has sold more than 22 million copies, while her 2011 album 21, with favourites such as Rolling in the Deep and Someone Like You, is one of the biggest-selling albums of all time, with 31 million sales.
While Adele has warned her new single is not a “bombastic” song like her last comeback track, Hello, she is still expected to achieve record-breaking sales.
Glastonbury organiser Emily Eavis has described her release as a “global event” for the music industry and streaming platforms, including Spotify and Apple Music, were expecting massive interest when the single finally became available from midnight.
Adele, who withheld her last album 25 from streaming sites for seven months after she released it in 2015, will be on multiple radio stations to chat about her new single this morning. This week it was confirmed she had signed to Columbia in the UK, which is expected to give their profits a huge boost.
Do you have a story to sell? Get in touch with us at [email protected] or call us direct 0207 29 33033.