Taylor Swift’s new era is on the horizon. Are you ready?
After teasing fans with an inexplicable social media post, the pop star unveiled her 12th studio album on her website early Tuesday. The Swift website has shown pre-orders for “The Life of a Showgirl” where no other information is available.
The photo on Swift’s social media profile has also been changed to the Mint Green Rectangle, featuring an orange lock decorated in the center. The same image is instead of the album cover on her site.
Pre-orders will be shipped by October 13th, but the website said it was “not a release date,” adding that the official date will be announced later.
The countdown to the announcement was first published on Swift’s website three hours before the news landed. Fans used to the tendency to tease Swift’s new albums were encouraged to stay until 12:12am.
When the countdown expired, the site appeared to crash to some users.
Earlier in the day, Swift fans (known as Swifties) teased major guests on the following episode after their Instagram account for “New Heights.” The podcast is hosted by Swift’s boyfriend Kansas City Chiefs star Travis Kelles and his brother retired from NFL star Jason Kelles.
Jason Kelse was wearing a shirt with Swift’s face, and the background of the post was a sparkly orange that fitted the countdown to her website. Some fans joked that Swift’s silhouette could be recognized anywhere.
The podcast’s social media page later confirmed that Swift is a guest by posting a video clip of her sitting with her boyfriend when he recorded the show.
“We’re trying to do an F—–podcast,” cried Swift.
Another clip was posted at 12:12am on Swift, revealing the new album to The Brothers.
“This is my new brand album, “The Life of a Show Girl,” Jason Kelce cried out in excitement, and Swift said.
The “New Heights” Instagram post coincided with another teaser post from Taylor Nation, a social media account belonging to the Swift team.
Taylor Nation shared a carousel of 12 photos on Instagram featuring Swift during an ERAS tour performing in an orange outfit. The caption reads, “Think when she says, ‘See you in the next era…”
Tuesday was also August 12th, adding fuel to ramp-prolonged online speculation on news. As one fan wrote on X, “Twelbes is winning 12.”
Swift’s 12th album was first released after the singer of “Love Story” gained ownership of the entire catalog.
She announced in May that she could purchase the masters of her first six records from Shamrock Capital. Swift was unable to purchase the rights before its first label, Big Machine Records, sold in 2019 to a holding company partially owned by music manager Scooter Braun.
Braun later sold a Swift catalogue to Shamrock Capital. This is after Swift publicly declares that he will re-record these six albums to maintain his life’s work. She released four of her six albums before she could buy back the Masters, each reaching number one on the Billboard 200 chart.
The announcement comes months after Swift concluded its ERAS tour in December 2024. The tour ran for nearly two years, struck 50 cities on five continents with 149 shows, more than any other show on record. Pop Sensation took fans on a journey through all albums during the three-hour set, reissuing the entire show following the release of their 11th album, The Trootured Poets Department.
Swift’s 2006 debut album is one of 11 studio albums that don’t reach number one on the charts, but it beat the top five at its peak.
