Can you feel it now?

MY NEW FAVORITE EASTER EGG

the worldwide anticipation for this album is unreal

today’s entire mood even though we literally haven’t heard midnights yet

Secret projects and a chaotic surprise

“I remember saving up to buy a CD when I was a kid, tearing it open, and laying on the floor reading every word of the lyric booklet. Reading lyrics and seeing which photos defined the album were two of my favorite parts of experiencing a record release. I felt like some artists really leaned into their album packaging in a creative way. The Chicks ‘Fly’ album was my favorite because their photos depicted all the meanings of the word ‘fly’ in very theatrical ways. When I was 15 and putting together my first album, I wanted to recreate the experience I used to have for my fans in a reimagined approach. I decided to encode the lyrics with hidden messages using capital letters. That’s how it started, and my fans and I have since descended into color coding, numerology, word searches, elaborate hints, and Easter eggs. It’s really about turning new music into an event for my fans and trying to entertain them in playful, mischievous, clever ways. As long as they still find it fun and exciting, I’ll keep doing it.”

every time another song or album drops it’s such a specific kind of exciting and I love sharing reactions and thoughts with u guys and just being happy about it, but I think there is always gonna be a part of me that is wishing Taylor was still here seeing our reactions and sharing in the joy of a release night - it’s like welcoming a new member of the family. Something just feels incomplete with her presence missing.