In the last week, the general public was pulled into a thriving ecosystem of content created by hardcore Taylor Swift fans, from podcasts to short videos — which likely played a role in helping her The Life of a Showgirl album break the record set by Adele’s 25 for first-week U.S. sales.

The release of The Life of a Showgirl has generated conversation that’s not simply confined to Swift’s most fervent fans, says Zachary Hourihane, a Singapore-based creator who co-hosts Evolution of a Snake, a podcast about Swift, and makes videos under the moniker Swiftologist. Hourihane points to a reaction video he posted on TikTok — featuring critical comments about the numerous phallic references in Swift’s new song “Wood” — which received 4.8 million views and 8,800 comments in six days.

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