Swift kicked off the dramatic reveal with a big Instagram grid mosaic of the album's cover. "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," she wrote in her announcement.
"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." She also touched on something we can probably all identify with: feeling uncertain about what we're working on while the world is out of sync.
"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," Swift wrote. "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 ♥️"
She's not wrong and from the sound of some of the track titles, it looks like this album might be made for some emotional isolation listening. "This Is Me Trying" couldn't be coming at a better time.
As well as the new album, Swift is also releasing a music video for the album's second track "Cardigan," which she even did her own hair, makeup, and styling for.
And it wouldn't be an elaborate Taylor Swift album launch without some merchandise. Amongst the standard sweatshirts and t-shirts offering, Swift is also releasing an *actual* cardigan to accompany her song "Cardigan."
This intriguing cosy number is available from Swift's official website for approximately $70 AUD. Well, we guess it is going into winter in the U.S. where Swift is. Move over sweater weather it's cardigan weather era now.