Taylor Swift announced her twelfth studio album, The Life of a Showgirl, at exactly 12:12 a.m. Eastern Time on August 12, 2025.
She shared the news during a preview of her upcoming appearance on the New Heights podcast, which her boyfriend Travis Kelce co-hosts with his brother Jason Kelce.
In the announcement clip, Swift opened a mint-green briefcase marked with the initials “T.S.”. She displayed (a blurred version of) the album cover and revealed the title. The video went viral quickly across social media and music news platforms.
Ahead of the reveal, the pop star teased her fans with orange and mint-green designs on her website and social media accounts. She added a countdown clock and posted photos of herself wearing orange outfits during her tour, prompting speculation about a new era.
Swift opened pre-orders for vinyl, CD, and cassette editions right after the reveal. She promised to ship all formats before October 13, 2025. The Empire State Building lit up in bright orange to mark the announcement.
Additionally, Google also honored the moment with a special doodle that appeared when people searched for “Taylor Swift.” The interactive doodle displayed animated visuals connected to the album’s theme, adding a playful digital tribute to the celebration.
Google has created Doodles since 1998, starting with a simple stick figure over its logo to mark the Burning Man festival. The company now uses Doodles to celebrate holidays, historical events, birthdays of notable figures, and cultural milestones. Many Doodles feature animations or games, and Swift’s tribute joined a long list of pop culture moments that mark the vibrant history of Google-Doodles.
Swifties on the edge of their seats
Swift also launched a Spotify playlist titled ‘And, baby, that’s show business for you.‘ The playlist features 22 of her earlier songs produced by Max Martin and Shellback. Billboards in New York and Nashville witnessed heavy promotions, fuelling further speculation that the two producers may contribute to the new album.
Following her 2024 best-seller The Tortured Poets Department and her 2025 reclaiming of her first six albums’ masters, Swift set the stage for her next era. Fans now await The Life of a Showgirl which is set to drop on 3rd October.
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