NEW YORK (AP) — Taylor Swift doesn’t just release albums — she turns each announcement into an event.
Her 12th studio album, The Life of a Showgirl, announced Tuesday, continues a tradition of carefully planned reveals. Over the years, Swift has used everything from social media blackouts to surprise midnight drops to keep fans guessing.
She has always embraced new technology and direct fan engagement. In 2010, she announced Speak Now via Ustream. Two years later, Red was unveiled during a Google+ Hangout with over 70,000 fans watching live on YouTube.
As her fame grew, so did the theatrics. Hidden clues, countdowns, and symbolic numbers have become a hallmark of her album rollouts. Here are some of the most memorable.
Reputation (2017)
Announcement: Aug. 23, 2017
Release: Nov. 10, 2017
In August 2017, Swift mysteriously deleted every post on her social media accounts. Days later, she posted a 10-second video of a snake. On the three-year anniversary of her 1989 announcement, she revealed Reputation — along with its release date and first single, which dropped the very next day.
Folklore (2020)
Announcement: July 23, 2020
Release: July 24, 2020
During the pandemic, Swift shocked fans by revealing her eighth album would arrive just 24 hours later. “Most of the things I had planned this summer didn’t happen,” she wrote on Instagram, “but my 8th studio album, Folklore, did.” The record marked a new, more indie-folk sound for the pop star.
Evermore (2020)
Announcement: Dec. 10, 2020
Release: Dec. 11, 2020
Just months after Folklore, Swift dropped another surprise. Calling Evermore a “sister” album, she explained, “We just couldn’t stop writing songs.” It was the first time she released two albums so close together.
Midnights (2022)
Announcement: Aug. 28, 2022
Release: Oct. 21, 2022
After winning Video of the Year at the MTV VMAs for All Too Well: The Short Film, Swift revealed she had a new album on the way. At midnight, she confirmed its title — Midnights — describing it as “stories of 13 sleepless nights scattered throughout my life.”
1989 (Taylor’s Version) (2023)
Announcement: Aug. 9, 2023
Release: Oct. 27, 2023
Swift closed the U.S. leg of her Eras Tour in Los Angeles with a major announcement: the re-recorded 1989. She teased the date — 8/9 — as a hidden numerical clue before performing “New Romantics” and “New Year’s Day” live for the first time on tour.
The Tortured Poets Department (2024)
Announcement: Feb. 4, 2024
Release: April 19, 2024
On Grammys night, Swift’s website mysteriously went down, sparking rumors about a different project. Instead, she revealed a brand-new album while accepting the award for Best Pop Vocal Album, admitting she had kept it secret for two years.
The Life of a Showgirl (2025)
Announcement: Aug. 12, 2025
Release: — October 13, 2025
For her 12th studio album, Swift leaned into the number 12. A countdown on her website ended at 12:12 a.m. on Aug. 12, when she announced The Life of a Showgirl.
The day before, Taylor Nation posted 12 images on TikTok, followed 12 minutes later by a silhouette on the “New Heights” podcast accounts — hosted by Travis Kelce and Jason Kelce. Fans quickly guessed it was Swift.
At the same moment as the album reveal, the podcast confirmed Swift would be their guest on Aug. 13 — her favorite number, 13.
