If you’re a Swiftie, chances are you didn’t get much sleep last night. At exactly 12:12 a.m. on Tuesday, Aug. 12, Swift announced her 12th studio album — a carefully timed reveal that had fans in full detective mode.
It all started early Monday with a post from Swift’s official fan club and marketing account, Taylor Nation. The account shared photos of the singer in orange Eras Tour outfits with the caption, “Thinking about when she said ‘See you next era…’”
Shortly after, Swift’s official website launched a countdown clock set to expire at 12:12 a.m. The teaser came around the same time it was hinted she would be a special guest on Jason and Travis Kelce’s “New Heights” podcast.
The big reveal
When the clock struck 12:12 a.m., “New Heights” posted a video featuring Swift alongside her boyfriend, Travis Kelce, opening a mint-green briefcase marked “T.S.” Inside, Swift pulled out a blurred vinyl announcing her next album, “The Life of a Showgirl.”
The clip dropped the moment the countdown ended. Almost instantly, Swift’s website crashed under the surge of fan traffic.
Billboard spotted another clue: a new Swift Spotify playlist featuring 22 songs produced only by Max Martin and Shellback. The producers are longtime collaborators behind hits from Swift’s albums “Reputation,” “1989” and “Red.”
The playlist fueled theories that Martin and Shellback are involved in the new project.
Victory after victory
Swift recently reclaimed her master recordings, a major milestone in the music industry.
In 2019, her former label, Big Machine Records, sold her catalog to music executive Scooter Braun. At just 15, Swift had signed a standard contract granting the label ownership of her masters in exchange for production, promotion and distribution.
Owning the masters gives Swift control over how, when and where her music is used — and lets her collect most profits from those uses. Until now, Swift lacked that power.
She announced the news in an Instagram post, urging fans to read her full statement on her website.
“I’ve been bursting into tears of joy at random intervals ever since I found out that this is really happening,” she wrote. “I really get to say these words: All of the music I’ve ever made… now belongs… to me. And all my music videos. All the concert films. The album art and photography. The unreleased songs.”
Fans also noticed the letter she penned to fans on her website was now on an orange background. One sentence in the letter — “All the times I was thiiiiiiiiiiiis close, reaching out for it, only for it to fall through” — has 12 letter “I’s” in the word “this” as a nod to her soon-to-be-revealed 12th album.
Inside Swift and Kelce’s busy week
It’s been a big week for both Swift and Kelce.
While Swift rolls out her 12th album, Kelce appears on the September cover of GQ. In an accompanying interview, he praised Swift’s work ethic.
“I hadn’t experienced somebody in the same shoes as me, having a partner who understands the scrutiny, understands the ups and downs of being in front of millions,” Kelce said. “That was very relatable, seeing how exhausted she would get after shows. She may not think of herself as an athlete… but I’ve seen what she goes through.”
Kelce acknowledged the physical toll of the Eras Tour, which ran from March 17, 2023, to Dec. 8, 2024. The tour spanned 149 shows across five continents, grossing more than $2 billion, more than any other concert tour in history.
“To go out on a stage… for three hours,” Kelce said. “The [Eras Tour] floor is literally… a football-field-sized computer. You take that into Singapore, where it’s scorching hot, and all of a sudden you’re feeling the fumes from the computer and the sun. You’re doing a show for three hours with a lot of energy, bringing it every single song. That is arguably more exhausting than how much I put in on a Sunday, and she’s doing it three, four, five days in a row.”
When can fans expect new clues?
The “New Heights” episode featuring Swift is set to drop Wednesday at 7 p.m. EST.
In the meantime, vinyls, cassettes and CDs with posters are already available for “pre pre-order” on her website as fans wait for the next round of clues.
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Author: Alan Judd
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