Taylor Swift has finally released her latest album, “The Tortured Poets Department,” and the fans and brands are foaming at the mouth for a chance to get in on the action.
At midnight, the singer announced on social media the release of her new album and, two hours later, surprised fans with news of 15 extra songs — making it a double album.
The world has spent the last 12 hours reacting and dissecting each and every lyric for any Easter eggs the mastermind singer has written between the lines.
Swift also officially joined Threads at the witching hour to announce the launch of TTPD. Those who are among the first people to share Swift’s initial post get a custom badge based on her new album’s artwork that they can display on their Threads profile.
The artist teamed with TikTok for exclusive in-app features on her new music, just a week after her music returned to the platform following a 10-week hiatus due to a licensing dispute between the app and Universal Music Group.
In less than 12 hours, the double album became Spotify’s most streamed album in a single day in 2024 so far, Billboard reported. Spotify also said on Thursday that the album’s countdown page broke its record for most pre-saves.
Prior to Thursday night, the singer teased snippets of lyrics and album art on social media, including an in-person installation library in Los Angeles.
Brands, monuments, apps and TV networks have all taken to social media to show their support and love for Swift’s latest creation as they’ve done in the past for almost anything the singer does from her “seemingly ranch” condiment choices, her expected Super Bowl attendance – and her travel to get there – to her baking skills.
Here’s what some brands are saying about TTPD.
Pixar
the tortured poets department (pixar’s version)
a thread : pic.twitter.com/nw8uUWDZC7
— Pixar (@Pixar) April 19, 2024
Merriam-Webster
Your Department may need this… pic.twitter.com/SUNJ5XtATG
— Merriam-Webster (@MerriamWebster) April 19, 2024
Lyft
ofc. tortured poets: use code YOUCANTFIXHIM for $14 off a lyft ride ️
(valid until 2 A.M. on April 20. availability is limited—if you miss this one, follow us for more code drops soon) #tsttpd https://t.co/J6AgagycLa
— Lyft (@lyft) April 19, 2024
Empire State Building
No one talk to me for the next hour 5 minutes and 8 seconds #TSTTPD
— Empire State Building (@EmpireStateBldg) April 19, 2024
Don’t call or text #TSTTPD pic.twitter.com/hmVYlswAB1
— Empire State Building (@EmpireStateBldg) April 19, 2024
NYC Ferry
Post by @nycferry
View on Threads
Starbucks
Post by @starbucks
View on Threads
TSA
Post by @tsa
View on Threads
Grammarly
Post by @grammarly
View on Threads
Calm
Post by @calm
View on Threads
Bravo
Tortured poets, but make it Bravo. pic.twitter.com/BbYQnOPMFs
— Bravo (@BravoTV) April 19, 2024
PBS
Post by @pbs
View on Threads
Laneige
Post by @laneige_us
View on Threads
Arbor Day Foundation
Wait, so #TTPD doesn’t mean “The Tree Planter’s Department?” pic.twitter.com/HAq2oqHBHl
— Arbor Day Foundation (@arborday) April 19, 2024
New Jersey Devils
Our brain read this as “thaM eggandcheese spK”#TTPD | @NJGov pic.twitter.com/dIFfYa9cgk
— New Jersey Devils (@NJDevils) April 19, 2024
Aldi Stores UK
The baked goods’ aisle’s best kept secret x #TTPD #TaylorSwift pic.twitter.com/A6j5TIQFil
— Aldi Stores UK (@AldiUK) April 19, 2024
Goodyear Blimp
Because not being able to fly is torture. #TTPD pic.twitter.com/L4SHvjUXb5
— Goodyear Blimp (@GoodyearBlimp) April 19, 2024
This story first appeared on PRWeek U.S.
