Music Marketing on Steroids—Taylor Swift Announces New Album During Grammy Acceptance Speech

Taylor Swift announces new album at the Grammys 2024
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Taylor Swift announces new album at the Grammys 2024
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Photo Credit: The Recording Academy / YouTube

During her acceptance speech for Best Pop Vocal Album, Taylor Swift made a surprise announcement—expect a new album in 2024.

“My brand-new album comes out on April 19,” Taylor Swift told her fans during acceptance speech for Midnights. “It’s called ‘The Tortured Poets Department.’ I’m going to go and post the cover right now backstage,” she told the audience. Just a few moments after walking off-stage, a new post appeared on Taylor’s Instagram.

Swifties across the globe were ecstatic with the news, though many of them were speculating online last night after the TaylorSwift.com website briefly went offline. Some wondered if it would be the announcement of another Taylor’s Version album re-release, but now we know it’s an entirely new album.

Once the site re-appeared, of course there were new pre-order and merchandise options. Slick marketing indeed, Tay-Tay. The Tortured Poets Department will be Swift’s 11th studio album release, not counting her re-recordings of previous albums to wipe her slate of Scooter Braun. The last original album to release was Midnights in 2022, with two Taylor’s Version albums (Speak Now, 1989) releasing since then.

Swift later picked up Album of the Year, setting a new record for the Grammys—she’s the most-awarded artist (Midnights, Fearless, 1989, Folklore) in that category.

“I would love to tell you this is the best moment of my life, but I feel this happy when I finish a song, or when I crack the code to a bridge that I love, or when I’m shortlisting a music video, or when I’m working with my dancers,” she told the audience while accepting the Album of the Year award from Celine Dion.

Now she’ll be jetting off to perform on her Eras Tour for four nights in Tokyo before heading to the Super Bowl. For the Swifties worried Taylor might not make it back to the States in time—don’t worry. There’s plenty of time. Even the Japanese Embassy chimed in on the issue.