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Taylor Swift Easter eggs are more than a puzzle — they’re a lifestyle
26.09.2023 - 13:15 / polygon.com / Taylor Swift
Everyone knows Taylor Swift, one of the world’s biggest pop stars, but only a select few know what she’s really thinking. Much like an Instagram story that’s secretly meant for a crush, Swift is always subtly putting herself out there, hoping you’ll notice. At least, that’s how fans tell it. For these fans, “Mastermind” isn’t just a single off her new album — it’s Swift’s entire modus operandi.
Just in the last few months, fans have claimed that Taylor Swift was writing a memoir (she wasn’t), writing a play (she isn’t), and, if that weren’t enough, she’s apparently orchestrating the world’s most elaborate coming-out moment (TBD). You might even believe that Taylor Swift is the world’s best English teacher after witnessing fans debate the hidden meaning of a single punctuation mark. These signs — Swift subtly signaling her next career move, or giving fans windows into her personal life via code — are everywhere, and the “proof” gets millions of views on TikTok every day. At this point, Swift’s leaning into the appetite for secret codes: Last week, she tasked fans with solving 33 million Google puzzles before she revealed the five vault tracks for 1989 (Taylor’s Version). The game was such a resounding success that fans briefly broke Google.
It’s easy to tie this obsessive brand of fandom to the fact that Taylor Swift is, in 2023, surpassing her existing supernova-level stardom. With the Eras Tour, she’s fueling entire economies. She’s starting earthquakes. Her historic tour has been posted thousands of times to TikTok, whose adroit algorithm brings fans together with the force of the Large Hadron Collider. And the more fans speculate, the more headlines she gets, and the more demand there is for her tour. The pre-orders for Swift’s Eras Tour movie broke records the same weekend that Cosmopolitan published a feature on the summer camp for people who believe Swift is queer. But the quiet plotting — or at least fans’ perception of it — has defined Swift’s entire career.
Early on, back when everyone still bought CDs, fans treated liner notes like scripture. Fans who looked closely at things like capitalization in her first album from 2006 found Easter eggs ranging from furtive commentary to discovering the inspirations behind their favorite songs. The move, while crude in its liner note execution, primed fans to expect more than witty lyrics from her, paving the way for internet obsessives in the years to come. Infamously the fandom got carried away examining a photo of her from 2019. Devotees thought they saw a pattern in the background of Swift’s Instagram uploads, eventually concluding that seeing five holes in a fence of the photo was evidence of a grander scheme.
Nothing was happening, of course.
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