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Taylor Swift recently confirmed the imminent arrival of her 12th studio album, Life of a Showgirl. Over the course of a single fateful podcast interview, a new musical era wasn’t ushered through our cultural door so much as it kicked down the door entirely, machine guns blazing, screaming at us to drop to our knees and choke glitter.

The marketing rollout for the Latest Taylor Swift Album to Save the Music Industry is now in full force, and likely will continue at pace through the album’s release date in October. For example, If you type Swift’s name into the Google search engine, your screen will rain orange confetti. Or if you enjoy following CPG brands on social media1, then you might have noticed the corporate leach effect of what amounts to one long algorithmic skid mark of unofficial brand collabs: United, Post It, Mentos, Oli Pop, Hallmark, Victoria’s Secret, Sharpie, and the Virginia Department of Transportation, to name a few. Who says social media innovation is dead!