Taylor Swift has created history with her new 12th studio album announcement video. She first teased the fans with the blurred version of her new album on Instagram on August 12 before revealing the cover on Travis and Jason Kelce’s “New Heights” podcast a day later. According to experts, due to this tactic, the pop icon’s clip has become one of the most-viewed videos on social media in a single day.
Taylor Swift hit ‘internet’s jackpot’ with TS12 announcement video on New Heights podcast, says expert
Taylor Swift recently took her fans by surprise by announcing her 12th studio album. However, instead of revealing all about the “TS 12” album in the clip uploaded on @newheightshow and taylorswift, the singer teased her fans only with the blurred version of her “brand new album,” titled “The Life of a Showgirl,” on August 12.
The gimmick immediately left the Swifties in a frenzy. It was only a day later on Travis and Jason Kelce’s podcast, “New Heights,” when the fans were able to see her album cover. Her album announcement video quickly became the most-viewed video on any social media platform in a single day. As per #ShuterScoop, the clip fetched more than 167 million views in 24 hours.
Looking at her excellent marketing strategy, one insider said that the pop icon “knows how to make an entrance.” The insider further added that “This was pure spectacle — and it worked.” The staggering numbers even made a digital strategist believe that Swift “hit the internet’s jackpot.” She “didn’t just announce an album — she staged a cultural event.”
And it seems the groundwork for the reveal was done beforehand, with billboards in Nashville and New York lit up with mint-green clues. Moreover, Spotify playlist also hinted at the return of hitmakers Shellback and Max Martin.
On her “New Heights” podcast appearance, the “Love Story” singer told the hosts that she wrote the lyrics while touring on her Eras Tour in Europe last year. Talking more about the album, the singer said it represents “everything that was going on behind the curtain.”
The pop sensation even revealed that she is the producer of the album along with Shellback and Max Martin. The new album has 12 songs and will drop on October 3, as per her Instagram post.
Originally reported by Parul Singh on Reality Tea.
