As “Midnights” nears release, her fans go down all the rabbit holes and work themselves into a frenzy.
Two years ago, TikTok creator Steven Sullivan had it all figured out. Something was going to happen with Taylor Swift on Dec. 4, 2020. Something big.a Swift-themed video that showed a pair of dice that added up to 13, which everyone knows is the singer’s lucky number. Swiftto the video by tweeting that it was “cute cute CUTE,” similar phrasing to her 2012 song “Stay Stay Stay.
While even the most devoted Swift fans recognize this is obviously an excellent marketing strategy, they say it goes beyond other stars who have similarly passionate fan bases and leave cryptic clues on Instagram. This feels personal.“She’s aware of the game, so if we play the game, it feels like we’re all doing something together,” Sullivan said in an interview.
“I did lose sleep,” said Amir, who has been running the account for 12 years. “I’ve never seen anything like this.”as she did last year for her rerecorded “Red .” She has posted short video explanations for the stories behind certain songs — including the first single, “Anti-Hero,” a track that she said explores her insecurities — and billboards with snippets of her new lyrics have been cropping up all over the world.
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