Taylor Swift’s surprise album drop

Today, on her social media accounts, the almighty hit-making machine that is Taylor Swift announced that a surprise drop of her eighth studio album folklore was due to happen at midnight. Tonight.

It’s a bold move, allowing the music industry a total of about sixteen hours to completely lose their minds, publish as many articles sharing the news as possible, and regain composure just in time for its release. 

More and more, as social media giants grow, celebrities with names as big as Taylor Swift (and Beyonce, who did it first) can easily communicate to anyone who cares that they are about to drop new music - it’s a surefire way to contact all their fans, announce it to press without making a formal statement, and not waste any time (or money) with a press campaign leading into the release. 

It’s said that folklore was written and recorded entirely in lockdown, and from the looks of things, it’s looking to be a return back to her singer-songwriter roots instead of the big pop personality we have got used to seeing from Swift for the last few years.

Folklore is released everywhere at Midnight, Eastern time.