Taylor Swift on Why She Decided to Release Her New Album, folklore, Now

If there’s one thing we know about Taylor Swift, (besides that fact that she’s a brilliant lyricist) it’s that she is a meticulous planner. The folklore artist is famed for painstakingly planting intense clues (called Easter eggs) for her fans to decode. Furthermore, when Swift has released albums in the past, she has come up with unique and elaborate marketing tactics to get fans excited about her new music.

folklore artist Taylor Swift
Taylor Swift | Neilson Barnard/Getty Images

The fact that Swift is gifted with marketing isn’t lost on her. In the past, Swift has even shared that if she wasn’t a successful musician, she’d probably gravitate toward PR. This is why Swifties everywhere are shocked that Swift has chosen to release her surprise new album, folklore tonight at midnight. But what prompted her to release her eighth studio album with less than 24 hours notice?

Taylor Swift announces her new album, folklore

Swift had been noticeably quiet on social media for weeks. But, she broke her silence by posting a black and white photo of some woods imagery. Naturally, this caused her loyal Swifties to speculate on what was coming. For weeks, the “The Best Day” singer’s fans had practically been begging for her to release “Cruel Summer” (a song from her last album, Lover) as a single. Multiple times fans tried to prove that Swift had left easter eggs to prove that it would be happening. Fans crafted all types of conspiracy theories, but none of them could have predicted folklore.

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Posting nine small pictures that eventually made up one larger picture, Swift already had the attention of her fans. However, with her tenth post, she shocked them by dropping the news about folklore. Because of the coronavirus (COVID-19) pandemic, much of Swift’s Summer plans got waylaid. Her tour for her seventh studio album, Lover, had to be canceled. But, it seems that Swift has been putting her time in quarantine to good use and doing what she does best.

The ‘Cardigan’ singer shares folklore tracklist on Instagram and Twitter

“Most of the things I had planned this summer didn’t end up happening, but there is something I hadn’t planned on that DID happen. And that thing is my 8th studio album, folklore. Surprise 🤗Tonight at midnight I’ll be releasing my entire brand new album of songs I’ve poured all of my whims, dreams, fears, and musings into,” Swift shared with her millions of fans on her social media platforms and her official website.

Of course, nobody is surprised that Swift was able to write an album in just a few months time. The “Daylight” singer has told stories about how she can wake up in the middle of the night and write a song in just a few short hours. But, what was surprising is that Swift was releasing the album to the world so soon after it was created, rather than doing her usual planning. So what was the reason for this choice? According to Swift, the pandemic and uncertainty of 2020 have prompted her to be more spontaneous because the future is so unknown.

Why Swift is putting out new songs now

“Before this year I probably would’ve overthought when to release this music at the ‘perfect’ time, but the times we’re living in keep reminding me that nothing is guaranteed. My gut is telling me that if you make something you love, you should just put it out into the world. That’s the side of uncertainty I can get on board with. Love you guys so much, ♥️ ” Swift concluded. Personally, we’re excited to see what Swift was able to create amidst a pandemic. Fortunately, we need only wait a few hours. folklore releases July 24, 2020, at 12:00 AM EST.