The tone and soundworld for this album are established and explored, with an indie electronic vibe that plays well into the arcs of the main creators of this album: Taylor Swift and Jack Antonoff. The opener, “Lavender Haze” is sonically striking, befitting an album that is bookending weeks and months of speculation and apprehension. A lot must be left open to interpretation, but here is a thematic journey through a first listening of the album. It references midnights across her lifetime and to break down every reference here would fill a book or three. These 13 songs are full of memorable moments and referential in the first, second and third person. Taylor swift invented and innovated extensively in the art of shaping, understanding and marketing to Stan Twitter culture, and I feel like there’s a lot of trivialisation of this expertise in the media. The famed Secret Sessions, pre-release listening sessions, for her “1989” album had invite lists curated from the people who engaged with her most on Tumblr. The intensely autobiographical nature of her album and her songwriting process has been something Swift has been adept at marketing since her early country career, being one of the first artists to use social media with a public MySpace. However! There were other songs we wrote on our journey to find that magic 13.” “Surprise! I think of ‘Midnights’ as a complete concept album, with those 13 songs forming a full picture of the intensities of that mystifying, mad hour. Is Taylor Swift content to just deliver? Obviously not! Three hours after “Midnights” released, she released a completely unexpected further seven songs, saying on Instagram: Spotify reported outages in over half its coverage area. This would’ve been enough to make fully grown adults wake up at ridiculous o’clock in the morning, and it was. It built suspense, with provocative song titles and smirks to the camera that gave us Swifties frustration so intense, it would make Sisyphus blush. ![]() To call all this marketing masterful would be reductive and insulting. ♬ Midnights Mayhem episode 9 – Taylor Swift we mayhem til the morning! AND release vinyls with pics I signed in them on my site! Gonna be a wild ride □ #TSmidnighTS #SwiftTok #MidnightsMayhemWithMe ![]() This is just one of many theories that led to this album, which had a tracklist announced with a daily bulletin from Swift on TikTok. It has also been noted by the many arbiters of Taylor Swift literature (Swifterature), that the dress Ms Swift wore during the announcement was reminiscent of the dress she wore to the awards show in 2009. ![]() Taylor Swift announced this album at the 2022 VMAs, exactly 13 years after Kanye snatched her microphone. “I feel like me and Taylor might still have sex Kanye later referenced this event in his song “ Famous,” showing some real class by taking credit for Taylor Swift’s fame, poetically: It began in 2009, with Ye storming the stage at the Video Music Awards, while a then-20-year-old Taylor Swift was accepting an award, all to express his appreciation for Beyonce. No, not quite, au contraire: Taylor Swift has a long-standing feud with Kim and her (now ex) husband Kanye (now Ye). ![]() Take the fact that the album was released on Kim Kardashian’s birthday, for example “How is this relevant?”, you ask? “Oh, are they friends?”, you ask.
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