Taylor Swift counted down, yet again, to a seventh version of her new album. This one is “The Tiny Bubbles in Champagne” collectable vinyl.
The new three-hour countdown appeared on the singer’s site at 1 p.m. ET Aug. 25. On the other side of the ticking numbers were “bright lights pearlescent” and “red lipstick and lace” vinyls for sale for $29.99 each.
Over the past 12 days, Swift’s official website has pulsed with a series of sparkly countdowns — orange, purple and blue — each one sending Swifties scrambling to decode what’s next for her upcoming 12th studio album.
It started Aug. 13 with a five-hour timer that landed on Jason and Travis Kelce’s “New Heights” podcast, where she officially revealed the title, tracks and aesthetics behind her newest project.
Taylor Swift ‘New Heights’ updates: Eras Tour inspired new album, no extra tracks, more
“This album is about what was going on behind the scenes in my inner life during [the Eras Tour], which was so exuberant and electric and vibrant,” Swift said on the podcast. “I’m so proud of it, and it comes from the most infectiously, joyful, wild, dramatic place I was in my life.”
From there, the timers kept coming. On Aug. 18, a four-hour purple clock appeared at 10 a.m. ET, fueling hopes that a lead single or music video announcement was imminent. Instead, fans were treated to the reveal of the “Shiny Bug” vinyl variant in wintergreen onyx and violet shimmer.
On Aug. 21, a three-hour blue clock ended with the release of a sixth edition, “Baby, That’s Show Business.” The variant, described as “lakeside beach blue sparkle,” featured Swift’s Eras Tour dancers alongside her for the first time on a cover.
Blue countdown signals Taylor Swift’s sixth ‘Showgirl’ album: ‘Baby, That’s Show Business’
Not all Swifties are cheering the strategy. Some have voiced frustration over the rapid-fire variants, joking that their wallets can’t keep up.
Yet demand is far from fading. According to Apple Music, fans are pre-adding “The Life of a Showgirl” at nearly twice the rate of her most pre-added album ever, making it her biggest first week for an unreleased project on the platform. Swift is also now the most favorited artist on Apple Music, with a 50% spike in users adding her to their libraries since pre-adds opened.
In Swift’s world, time isn’t just ticking — it’s part of the spectacle.
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This article originally appeared on Nashville Tennessean: Taylor Swift’s ‘Showgirl’ countdowns continue, this time in gold
