Swift also surged in popularity on Spotify after her album announcement. She rose to No. 1 on Spotify’s daily artist chart last week on the day she made the announcement and has led that chart every day since, dethroning Morgan Wallen and Drake, the only two artists who had ranked above her.

Ever since Taylor Swift announced her 12th studio album, The Life of a Showgirl, Swifties have been deep in theory mode. From decoding the symbolism behind the release date to guessing the full list of collaborators,

As brands scramble to post orange content, Swift and her management team, Taylor Nation, have executed a masterclass in fan-led marketing, slowly unveiling elements of her release via fun Easter eggs hidden in live performances, interviews, and social posts.