The world has less than a day to prepare for “Folklore,” Swift’s eighth studio album. The pop titan announced his sudden launch on Twitter on Thursday morning.
“Most of the things he had planned this summer did not end up happening,” he wrote, probably referring to his canceled tour for his August 2019 album, “Lover.” “But there is something I had not planned for to happen.”
Apparently, that thing was “Folklore”, an album that Swift said “poured everything [her] quirks, dreams, fears and reflections. “She wrote and recorded everything in isolation, she said, but was assisted by cowriters such as Bon Iver, the independent Grammy music singer, and prolific producer and songwriter and frequent Swift. Contributor Jack Antonoff.
Gone are the days of Swift’s usual album release tactics: weeks of innuendo and countdown clocks, Instagram debugging, and theorizing among die-hard fans. Less than a year ago, Swift released “Lover” with many of those tactics, including changing her Instagram color scheme and teasing song titles on magazine covers. But the world he released “Lover” in in August 2019 looks quite different now.
“Before this year, I probably would have thought too much about when to release music at the ‘perfect’ time, but the times we live remind us that nothing is guaranteed,” he wrote. “My instinct tells me that if you do something you love, you should put it in the world. With that side of uncertainty I can tackle.”
Swift has been silent in 2020 since the launch of her Netflix documentary “Miss American” in January. However, on Thursday night, she will release the album release with the premiere of the music video for “Cardigan,” a new song Swift said she also wrote and directed the music video for.
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