I've always wondered. Why don't you think new artists mix their material for surround and release it?
I guess Taylor Swift doesn't "need" it, but wouldn't it expand their marketing and influence?
Lizzo, Charlie Puth, Miley Cyrus, The Weeknd, Luke Combs, Drake, Ed Sheeran, Post Malone, Harry Styles, David Guetta (who is actually a producer!), Morgan Wallen (who has the #1 song on both the pop and country charts this week), ....the list is nearly endless.
Or when ABBA released their first album in 20 years, why not do it in surround, too, to create more buzz? Everything But the Girl did it right with Fuse. They had zero surround in the past and released Fuse in Atmos.
When they re-released Thriller in a high quality version, would it have killed them to also do it in surround for more sales?
Is it that much more expensive to produce something in surround? Does it cost rights money to encode in Atmos, Dolby or some other system?
Inquiring minds......