This week, Taylor Swift teased the release of her 12th studio album, The Life of a Showgirl, through a clip from today’s episode of New Heights, the podcast hosted by her boyfriend, NFL player Travis Kelce, and his brother, former NFL player Jason Kelce. When the clip went up, the internet erupted into a familiar frenzy—one that we’ve come to know all too well.

What’s interesting about this particular album announcement, however, is that for someone as famous as she is, Swift actually lays pretty low. The 35-year-old singer rarely agrees to interviews and she’s reportedly never appeared on a video podcast—until now.

Though there are many strategies Swift uses to command our attention, from easter eggs to community building, one strategy in particular stands out with this album announceme

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