Swift has long teased fans with hints to her upcoming music, but social media companies appear to have taken the lead on hiding clues for “The Tortured Poets Department.”
Topline
Ahead of the release of “The Tortured Poets Department” this Friday, many of Taylor Swift’s promotional efforts have been backed by social media companies and streaming services looking to gain the attention of Swifties, as her dedicated fans decode clues to her new album.Key Facts
Apple Music changed its bio on X, formerly known as Twitter, teasing Swifties they could decode one word per day until the album releases Friday based on clues hidden throughout the lyrics to her songs on the Apple Music platform (Fans have decoded four words so far: “Hereby conduct this post…”).
Previously, Apple Music unveiled playlists Swift curated, sorting her past songs into five categories based on the five stages of grief—denial, anger, bargaining, depression and acceptance—which fans theorized might hint at the themes of her new album.
Swift has also partnered with the other major streaming service, Spotify, which organized a pop-up in Los Angeles featuring a poetry library that contains clues to the album.
Instagram hid a countdown to the album on Swift’s profile that can be accessed by swiping down.
The countdown prompts users to download Threads, which has also jumped on the Swift train by adorning posts that use Swift-related hashtags with a shimmer effect.
