Taylor Swift (Source: Apple Music)
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Apple Music teams actively worked with Taylor Swift to prepare his new album and its promotion long before the release of “The Tortured Poets Department”.
Taylor Swift was named Apple Music's 2023 Artist of the Year, so naturally the company was going to put some effort into promoting her next release on the streamer. However, releasing a new album on Apple Music isn't just a matter of pressing a button.
Ahead of the actual launch on April 19, 2024, the most visible part of Apple Music's work with Swift is the tips it has begun publishing on the service. First, Swift teamed up with Apple Music to curate five different heartbreak-related playlists.
Then, every day, starting April 13, 2024, one change was made to the lyrics of one song in one playlist. The song remained untouched, but as USA Today noted, the lyrics to the Apple Music version contained random capital letters in the middle of the words.
They were not random. Six letters hidden for just one day in one playlist's version of her track “Glitch” spelled out the word “Hereby.”
Efficiently streaming the new album
At midnight 19 Tortured Poets will be released in April. USA Today doesn't specify what time zone this midnight release is in, but it does report 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 head of editorial, told the publication, “and we've really built a lot of credibility and trust in the artist community.”
“We always try to think deeply about the creative approach that relates to the concept of the albums and what the artist is talking about and feeling in the moment,” she continues. “And then it’s a real collaboration with the artist’s team, and sometimes directly with the artist, on what feels right to them.”
When Apple Music held 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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