Analysis | Taylor Swift’s guessing games about her music started off as savvy. Now they’re essential.

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Analysis | Taylor Swift’s guessing games about her music started off as savvy. Now they’re essential.
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Analysis: Taylor Swift’s guessing games about her music started off as savvy. Now they’re essential.

Taylor Swift arrives at the 2019 iHeartRadio Music Awards at the Microsoft Theater in Los Angeles. By Emily Yahr Emily Yahr Style reporter covering pop culture and entertainment Email Bio Follow April 17 at 10:39 AM Taylor Swift is plotting something again.

During the weekend, Swift posted a countdown clock on Instagram, where she has 115 million followers — the countdown ends Friday, April 26. The Internet erupted in guessing games about what it all means , egged on by the singer, who has started posting one mysterious photo every day with the caption “4.26.” Swift, as you might know, has been using not-so-veiled messages for years. But at this point, Swift is famous enough that she can sell 1.

Swift appears determined to up the intrigue this time; her latest puzzle apparently started a very long time ago. Fans noticed that on Swift’s official 2019 calendar, there was a mysterious butterfly stamp on the date April 13. So they were bracing themselves for something to happen on that day; 13 is widely known as her lucky number, which she used to paint on her hand before every concert. Sure enough, on April 13, the countdown debuted on Instagram and her website.

Don’t worry, there’s more. Last fall, Swift posted an Instagram photo of herself playing Scrabble with her mother and wrote the caption, “Let the games BEGIN.” Guess what day is National Scrabble Day? As BuzzFeed pointed out, April 13! Then, speculation around Swift’s next album started in earnest in late February, when she posted a seemingly random photo of seven palm trees. Well, nothing is accidental in Swift world.

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