Swift also surged in popularity on Spotify after her album announcement. She rose to No. 1 on Spotify’s daily artist chart last week on the day she made the announcement and has led that chart every day since, dethroning Morgan Wallen and Drake, the only two artists who had ranked above her.

As brands scramble to post orange content, Swift and her management team, Taylor Nation, have executed a masterclass in fan-led marketing, slowly unveiling elements of her release via fun Easter eggs hidden in live performances, interviews, and social posts.

The Grammy winner gave one of her most revealing interviews in years on 'New Heights,' circumventing the traditional media landscape in the process.