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These Possible Hidden Meanings In Taylor Swift's Album Announcement Are Wild

There's a lot to unpack here.

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Yesterday, Taylor Swift finally unveiled the name of her new album, its cover art, and the release date. She also revealed that the lead single will drop later today.

Following a week of clues that involved her purging her social media accounts and then releasing a series of short videos that combined to reveal an angry snake, Taylor has now revealed that the album is called Reputation and will be released on 10 November.

Now, nothing Taylor Swift does is coincidental. This is a woman who, by her own admission, is obsessed with details. What's more, her albums always come with secret hidden messages in the liner notes.

Mark Davis / Getty Images

As a result, many fans have gone into overdrive, spotting and analysing several potential hidden meanings in the album's name, release date, and cover art alone. Let's get to it.

We all know that Taylor is obsessed with the number 13. And the album's release date is 11/10/2017. If you add each single digit together, guess what you get.



But by far the most insane bit of arithmetic comes when you calculate the number of days between 1989's release date and Reputation's.

It could be coincidence, but then consider the fact that three years is the longest ever duration between Taylor Swift albums. It's likely she would've wanted to mark this in some ~complex~ way.


3. The font choice is interesting to say the least.

It bears more than a passing resemblance to the font Kanye West used for his Saint Pablo tour merchandise, leading to a lot of speculation that she's shading Kanye and Kim Kardashian.


Some people think Taylor's use of the font as well as the snake – the word that became synonymous with her in the wake of her feud with Kimye – means that the whole album could contain diss tracks for not just Kimye but also Calvin Harris and Katy Perry.

How much y'all wanna bet Taylor has a diss track for Kimye on her next album 👀

Taylor, please not another diss track for Katy lol


HOWEVER, other people have pointed out that the font also looks very like the one the New York Times uses.

Taylor didn't steal or try to copy kanye's album font, it's the freaking New York Times magazine font. Don't get it twisted #Reputaion

And one of the enduring criticisms of Taylor over the past year was that, unlike many other celebrity feminists, she failed to express any political opinion in the run-up to the election or after the result.


Can my heart handle a potentially anti-media Taylor Swift album? As long as the words "fake news" aren't used, I'll…

4. As a result, people think the album will be a takedown of the media.

#TaylorSwift coming for the media with her new album #Reputation. Very interested to hear her new single when it drops tomorrow.


People have suggested that the tight choker Taylor's wearing in the image is a visual representation of her being "strangled by the hate".

And that her ripped clothes represent her being "torn apart".

People also think that the fact only half her face is obscured by headlines is indicative of no one really knowing "the truth" about her.

They've also drawn attention to the way in which Taylor is exposing her whole face on the artwork for the first time since her debut release.


Taking it as a sign of defiance.

Add to this the fact that Reputation will be released exactly three years after "Blank Space" – another takedown of the media – came out.

And even if it's not a takedown, people think Taylor is on the verge of "reclaiming the reputation defined for her by the media".

i'm not even taylor's biggest fan but the fact that her whole album/campaign is about reclaiming her image from shi…

5. However, Perez Hilton then threw a curveball by tweeting this.

@taylorswift13 The message of the song is something along the lines of "Taylor Swift is dead".


Which is very interesting if we interpret the snake not as a symbol of her hitting back at her haters but as an animal that periodically sheds it skin, emerging stronger, larger, and healthier. Some might say they're...reborn. 😎

Could Taylor's social media purge last week have been a way of her deleting the past, shedding her skin for a New Taylor to emerge and build a brand new reputation?

snakes shed their skin ... and come back better than ever !!! Taylor shed her social media skin AND IS COMING BACK !!!📢📢📢

It could make sense given that the final track on 1989 was "Clean", – a song about letting go of the past and moving on. Will Taylor pick up where she left off?