Taylor Swift announces new album and raises eyebrows

On August 12 at 12:12 a.m., Taylor Swift announced the release of a new album, her twelfth. We know at best its title, The Life of a Showgirl, but neither its release date nor its cover art. However, we already know its price, since it is available for pre-sale on the American star's website.

To make the announcement, Taylor Swift posted a teaser on her Instagram account for an upcoming episode of New Heights , the sports podcast hosted by her partner Travis Kelce, a famous American football player , with his brother Kevin. The episode in question is scheduled to air this August 13, and she is expected to participate.

For The Sydney Morning Herald , what followed had a touch of déjà vu:

“Taylor Swift announces yet another new album, and social media is once again in turmoil.”

The press is not to be outdone, deciphering the 35-year-old singer's marketing strategy from all corners of the world. In Germany, the Süddeutsche Zeitung explains to its readers that Taylor Swift is clearly a fan of the "Chinese water torture" , which consists of delivering information drop by drop, to skillfully orchestrate the media buzz - and convince fans to get out their credit cards.

In the United States, the very serious Wall Street Journal notes that Taylor Swift's teaser has already been seen by nearly ten million people on X. Another indication, if one were needed, that celebrities are increasingly bypassing television shows and traditional media to promote themselves.

Interviewed by the financial daily, Eric Silver, a podcast producer, assures us:

“It's a no-brainer that she's using her boyfriend's popular podcast to showcase her new album. Celebrity-hosted podcasts are replacing late-night talk shows.”

Incidentally, The Wall Street Journal notes that this is the first time Taylor Swift and Travis Kelce have combined love and business so much. Taylor Swift regularly came to see her partner, who plays for the Kansas City Chiefs, play. And he made several appearances at concerts on the “Eras Tour,” the world tour the pop star wrapped up at the end of 2024.

But on August 12, the couple pulled off a double coup, simultaneously announcing a new album and the start of the new NFL season. That same day, Travis Kelce graced the cover of GQ 's American edition under the headline "America's Fiancé."

This blending of their two worlds, however, has raised eyebrows, according to the Sydney Morning Herald. Certainly, some fans have applauded the choice of the New Heights podcast, seeing it as a sign of “Tay Tay’s” recognized ability to pursue her career as she sees fit, with complete independence.

But the Australian daily also noted some harsh comments on social media, including this one, in a reference to masculinist podcasts that veers into insult: “Masculine podcast culture is proliferating so much that Taylor Swift feels compelled to go and present her new album to her uneducated boyfriend.”

On The Ringer , an American site dedicated to sports and pop culture, columnist Nora Princiotti expresses her reservations in much more measured terms:

“I have to admit that seeing Taylor Swift so happily take on the role of a football player's girlfriend leaves me rather indifferent.”

No doubt the comments will continue to pour in on August 13th, once everyone has seen the podcast episode featuring Taylor Swift.