Taylor Swift fans don’t know if they should be preparing for something big following a series of mysterious countdown posts on social media.
Beginning on Friday, July 18, Swift’s social team, Taylor Nation, began posting listening parties for all of her previous albums, starting with her debut album, Taylor Swift.
“Welcome home, self titled. 💚Dive into our favorite memories on the new Taylor Swift | The Eras Tour archival site #SelfTitledEraTSTheErasTour,” Taylor Nation wrote via Instagram, alongside several old photos from Swift’s first era. “Everything we need is finally right here by our side and to celebrate, stream the album with us at 1pm EDT today stationhead.com/taylornation.”
In the following days, Taylor Nation hosted listening parties for Fearless, Speak Now, Red, and 1989.
Swifties instantly speculated that the mysterious countdown was pointing to something — which some believe could be a new album.
On Tuesday, July 22, a Swift, 35, fan page posted a possible theory on X that involves the singer releasing her 12th studio album on Tuesday, July 29.
“Debut– 1pm ☑️ Fearless– 2pm ☑️ , Speak Now– 3pm ☑️ , Red– 4pm, 1989– 5pm ☑️ , Reputation– 6 pm 👀👀👀👀👀👀, Lover– 7pm, Folklore– 8pm, Evermore– 9pm, Midnights– 10pm, TTPD- 11pm, TS12– 12am 👀👀👀👀,” they wrote.
Another theory suggested that Swift could be releasing an Eras Tour documentary, or a film depicting her fight to reclaim her masters.
“WELCOME HOME: the documentary of her getting her masters back?!??!?!” one user wrote on Taylor Nation’s Instagram post on Tuesday, while another shared, “These have all been tour pics. The announcement of the tour doc is coming on Thursday, 7/24. 7+2+4=13.”
Although many people are clowning for an announcement, several fans are just convinced that Swift is planning to do a new merchandise drop on her website.
“Yall really celebrating a merch drop countdown in the comments I’m in dears,” one user said on Tuesday.
Swift’s mysterious countdown comes less than two months after she announced she now owns her entire discography.
“I almost stopped thinking it could ever happen, after 20 years of having the carrot dangled and then yanked away,” she wrote in a letter shared via her official website. “But, that’s all in the past now. … I really get to say these words: All of the music I’ve ever made now belongs to me.”
Throughout the past few years, Swift has been rereleasing updated versions of her first six albums after her former label, Big Machine Records, sold her catalog to Scooter Braun in 2019. She has released Fearless (Taylor’s Version), Red (Taylor’s Version), Speak Now (Taylor’s Version) and 1989 (Taylor’s Version). In addition to her rerecords, Swift dropped two new albums: Midnights in 2022 and The Tortured Poets Department in 2024, the former going on to win Album of the Year.
