Taylor Swift has kicked off “Showgirl” release week by sending her fandom in 13 million directions as she promotes the album that comes out on Oct. 3.
With the headlines and buzz, it’s no wonder 41 artists released music the week before “The Life of a Showgirl.” The Recording Industry Association of America touted Swift is the first and only female artist to surpass 100 million certified album units over her career.
In true Swift fashion, she has partnered with her usual companies. Target is reopening 500 stores at midnight to sell exclusive “The Crowd is King” vinyls, three physical CDs and unique movie posters. The singer recorded a commercial with the store chain released Monday. In the clip, she directs herself saying, “It’s giving ‘No Girl’ not ‘Showgirl,’ what are we doing?”
Spotify opened an exhibit in New York for fans and influencers. Stage rigging, production cases and enough feather boas to fill a Vegas-styled revue greeted attendees, alongside makeup stations with what appear to be lyrics written with lipstick: “Keep it 100,” “everyone’s unbothered until they’re not” and “oftentimes it doesn’t feel so glamorous to be me.” One of the props is a packed bag with a “TS” print and a gold key affixed to the purse strap. Fans are thinking this is a nod to Swift’s “Reputation” lyric from “Getaway Car”: “Put the money in the bag and I stole the key / That was the last time you ever saw me.”
On Sept. 30, Apple Music hid capital letters in the lyrics section of “Reputation” songs to spell out the phrase: “They don’t make loyalty like they used to.” The new album art animation on the streaming service for “The Life of a Showgirl” shows black glittery cracks. Fans believe these clues are pointing toward unreleased tracks from Swift’s sixth album that she teased in a letter reclaiming her master recordings: “I know, I know. What about Rep TV? Full transparency: I haven’t even re-recorded a quarter of it… There will be a time (if you’re into the idea) for the unreleased Vault tracks from that album to hatch.”
Apple did a similar marketing approach for Swift’s last album, hiding words in lyrics during “The Tortured Poets Department” rollout. The letters spelled out: “We hereby conduct this post mortem,” which turned out to be the beginning line of “How Did It End?”
The marketing for the album extends from social media to the big and small screens. Swift is releasing an 89-minute film to theaters this weekend where fans can watch a music video, lyric videos and commentary from her on the project. She also has three confirmed television appearances: the Graham Norton Show at 5:40 p.m. ET Oct. 3, The Tonight Show with Jimmy Fallon at 11:35 p.m. Oct. 6 and Late Night with Seth Meyers at 12:35 a.m. the night of Oct. 8.
With less than 72 hours until “The Life of a Showgirl,” there are sure to be more Easter eggs ahead to keep Swifties unproductive during the workday.
