Apple Music teams were working hard with Taylor Swift to prepare her new album and its promotion long before the release of “The Tortured Poets Department.”
Taylor Swift (Source: Apple Music)
Taylor Swift was Apple Music’s Artist of the Year for 2023, so naturally she was going to make an effort to promote her upcoming release on the streamer. However, releasing a new album on Apple Music is never just about pressing a button.
Ahead of the actual launch on April 19, 2024, the most visible part of Apple Music’s work with Swift is in the tracks she’s started appearing on the service. First, Swift worked with Apple Music to curate five different heartbreak-related playlists.
Then, every day starting April 13, 2024, a change was made to the lyrics of a song in a playlist. The song remains intact, but as USA Today discovered, the lyrics on the Apple Music version contained random-looking capital letters in the middle of the words.
They were not random. The six letters hidden for just one day in a playlist version of his song “Glitch” spelled the word “Hereby.”
Stream a new album effectively
At midnight on April 19, “Tortured Poets” will premiere. USA Today isn’t clear in which time zone it will launch at midnight, but it does say that Apple Music teams on both coasts will be in their offices to make sure everything goes smoothly.
“We’ve done a lot of these,” Rachel Newman, Apple Music’s global editorial head, told the publication, “and we’ve built a lot of credibility and trust in the artist community.”
“We always try to think very deeply about the creative approach related to the concepts of the albums and what the artist is talking and feeling at the moment,” he continues. “And then it’s a real collaboration with the artist’s team and sometimes directly with the artist about what feels right to them.”
At the time Apple Music hosted events honoring Taylor Swift as Artist of the Year in December 2023, her “Midnights” was the biggest album by a female artist in Apple Music history.
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