Taylor Swift always keeps her fans on their toes. This week, the singer started another countdown, this time with gold and glitter, which made Swifties start to wonder what it meant. The timer on her website ended at 4 p.m. ET, which made people excited (and a little angry) about what might happen next.
The Life of a Showgirl, her twelfth studio album, will come out on October 3. These countdowns are a big part of her marketing plan. Each one reveals a surprise, from album reveals to unique vinyl editions, all wrapped in stunning visuals, as per a report by USA Today.
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On Monday, Swift's website had a shiny gold timer that ended later that day. Fans also saw fun digital touches, like gold confetti falling when they searched for her name on Google and pink glitter visuals on Apple Music.
Earlier countdowns have been just as complicated. A purple-themed timer showed off the "Shiny Bug" collection on August 18. It had two vinyl editions with marbled designs and new promo photos with jewels. On August 21, a sparkling blue countdown revealed the "lovely bouquet golden vinyl" along with another glamorous showgirl-themed shoot.
Not all fans are cheering. Some Swifties have complained about how quickly vinyl variants come out, joking about how hard it is on their wallets. But demand tells a different story. Apple Music says that pre-adds for The Life of a Showgirl are almost twice as high as her previous record, making it her biggest early streaming push yet. Swift is now the most popular artist on the site, with a 50% increase in fans adding her music to their libraries.
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What is the name of Taylor Swift's new album and when will it come out?
The Life of a Showgirl is the name of the album, which comes out on October 3.
What do the countdowns usually show?
They have led to vinyl drops, different covers, and new promotional art.
The Life of a Showgirl, her twelfth studio album, will come out on October 3. These countdowns are a big part of her marketing plan. Each one reveals a surprise, from album reveals to unique vinyl editions, all wrapped in stunning visuals, as per a report by USA Today.
ALSO READ: Apple’s iPhone 17 & 17 Pro release date schedule heat up — here’s the latest scoop
What did the Gold Countdown show?
On Monday, Swift's website had a shiny gold timer that ended later that day. Fans also saw fun digital touches, like gold confetti falling when they searched for her name on Google and pink glitter visuals on Apple Music.
What have previous countdowns been like?
Earlier countdowns have been just as complicated. A purple-themed timer showed off the "Shiny Bug" collection on August 18. It had two vinyl editions with marbled designs and new promo photos with jewels. On August 21, a sparkling blue countdown revealed the "lovely bouquet golden vinyl" along with another glamorous showgirl-themed shoot.
Are fans keeping up with the pace?
Not all fans are cheering. Some Swifties have complained about how quickly vinyl variants come out, joking about how hard it is on their wallets. But demand tells a different story. Apple Music says that pre-adds for The Life of a Showgirl are almost twice as high as her previous record, making it her biggest early streaming push yet. Swift is now the most popular artist on the site, with a 50% increase in fans adding her music to their libraries.
ALSO READ: Google Pixel 10 Pro vs iPhone 16 Pro: Compact power or Apple’s prestige — which wins?
Are there more surprises coming?
If history is any guide, there will be more gold countdowns. Swift is known for adding surprises to her rollouts, and fans are eagerly waiting for the next big reveal before October 3.
FAQs
What is the name of Taylor Swift's new album and when will it come out?
The Life of a Showgirl is the name of the album, which comes out on October 3.
What do the countdowns usually show?
They have led to vinyl drops, different covers, and new promotional art.
