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Why Taylor Swift’s album announcement during the Grammys is unusual

 Swift had been dropping hints about new music leading up to the Feb. 4 ceremony, but using an awards show to announce a new project isn’t an industry standard, said one Northeastern music expert.

Taylor Swift holding a Grammy award on stage at the 2024 Grammys.
Taylor Swift accepted the Album of the Year award for “Midnights” at the 66th GRAMMY Awards and announced her new album in her acceptance speech. (Photo by John Shearer/Getty Images for The Recording Academy)

When Taylor Swift announced a new album while accepting a Grammy on Sunday, fans were not exactly surprised.

Swift’s fans were expecting some announcement, given Swift dropped little “Easter eggs” on social media hinting that something might be coming leading up to the ceremony.

What was perhaps more unusual was the timing. Swift announced her upcoming album, “The Tortured Poets Department,” during her acceptance speech after winning the best pop vocal album award for “Midnights,” which she released in 2022. 

This is the second time Swift has announced a new album during an acceptance speech; she also announced “Midnights,” when accepting an MTV Video Music Award in 2022.

Despite this not being Swift’s first time using this method for announcing an album, it’s not common practice, said Andrew Mall, an associate professor of music at Northeastern University. 

“Many artists tease new music,” Mall said. “Very few of them use the public broadcast of an award ceremony as their own press release. … I can’t remember this ever happening at the Grammys (before). … I don’t think anyone’s contractually prohibited from doing that, but the fact it doesn’t happen often tells you enough.”

As was the case with “Midnights,” the album announcement was clearly preplanned. Swift released the cover on Instagram during the ceremony after receiving her award and presales opened up on her website, prompting some fans to raise an eyebrow online about her announcement taking away from the other winners of the evening.

“(The Grammys) are supposed to be about celebrating the community and celebrating the music that is being performed and recognized,” Mall said. “It’s not supposed to be about ‘Oh, here’s my new project.’”

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