![]() ![]() Read: The beautiful banality of Taylor Swift’s Midnights This may seem like a leap, but a metaverse-a futuristic virtual-reality world-is essentially a shared online experience, which is not all that different from the online fanscape that Swifties inhabit. ![]() Talk about it enough, and it kind of starts to sound like another much-discussed concept: a metaverse. Last night, they seem to have crashed Spotify.Ī mass of people are gathering to participate in a large virtual world with direct ties to the real one. Fans gather in the tens of millions to obsessively dissect every move she makes. The result is a near-year-round ecosystem that’s pretty much constantly bubbling away online. As The Washington Post’s Emily Yahr recounts, Swift has left puzzles and secret messages for fans for more than 15 years, embedding them in her album liner notes, music videos, and social-media posts, and even ( if the theories are right) in the clothing she wears. She has, in a way, created a virtual universe in which fans can experience the launch. To call what Swift is doing with this album release “online savvy” or “audience engagement” or “marketing” is to undersell it. This week, she went as far as to release a full launch schedule for fans via Instagram that detailed exactly what would happen at which times and where online-including a “special very chaotic surprise” at 3 a.m. Over the past several weeks, Swift has presided over a meticulous online rollout: Ahead of the album’s drop, she launched “ Midnights Mayhem With Me,” a TikTok video series wherein she released the 13 track names one by one via bingo. Taylor Swift has released a new album called Midnights. ![]()
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March 2023
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