The 66th Annual Grammy Awards showed that Taylor Swift is as much a marketing genius as she is an iconic singer-songwriter.
Much has been already written about the insurmountable success of her Eras Tour, which became the first billion-dollar grossing tour in music history in 2023 (via AP News). Swift also brilliantly capitalized on its popularity by releasing the concert film Taylor Swift: The Eras Tour, which made more than $200 million at the box office.
At the Grammys, Swift showed she is in no mood to go away from the limelight anytime soon, confirming the summer arrival of her next album during her acceptance speech. Incredibly, the pop queen also had a backup plan for the big announcement.
How Taylor Swift Announced Her Next Album
Taylor Swift created history at the Grammys, becoming the first performer to win the gramophone for album of the year four times. The Blank Space singer won the honor for her album, Midnights.
Swift also won a gramophone for best pop vocal album. She expressed her delight at the triumph before announcing the arrival of her 11th studio album, titled The Tortured Poets Department.
“I want to say thank you to the fans by telling you a secret I’ve been keeping from you for the last two years,” she said (via BBC). “Which is that my brand new album comes out April 19. It’s called The Tortured Poets Department.”
Soon after, Swift posted the cover art on her social media accounts. On X, the post has so far managed more than half a million reposts. The Grammys platform and the timing of the announcement certainly paid great dividends.
However, that also left many wondering what she would’ve done about the announcement had the Grammys jury picked another album for the night’s biggest prize.
Taylor Swift Had a Contingency Plan for the Announcement of Her New Album
Swift is currently in Japan to perform four nights of sold-out shows as part of the 2024 Eras Tour.
As per USA Today, on night one in Tokyo, the 14-time Grammy winner revealed she had an alternative plan for her announcement.
“I told myself if I’m lucky enough to win anything tonight, I’m just gonna do it. I’m just gonna announce it,” the superstar told the crowd. “My backup plan was that I was gonna announce it tonight in Tokyo.”
As per BBC, a listing on her official website suggests the new album will contain 16 tracks. Some editions also include a bonus track, titled The Manuscript.
After the Tokyo leg of her phenomenal tour, Swift is expected to return to Las Vegas for the Super Bowl to support her boyfriend Travis Kelce. The tight end plays for the Kansas City Chiefs, who are taking on the San Francisco 49ers on 11 February at Allegiant Stadium.
