“It’s me, hi, I’m the problem, it’s me.”
“I remember saving up to buy a CD when I was a kid, tearing it open, and laying on the floor reading every word of the lyric booklet. Reading lyrics and seeing which photos defined the album were two of my favorite parts of experiencing a record release,” Swift wrote. “I felt like some artists really leaned into their album packaging in a creative way. The Chicks ‘Fly’ album was my favorite because their photos depicted all the meanings of the word ‘fly’ in very theatrical ways.
She added, “When I was 15 and putting together my first album, I wanted to recreate the experience I used to have for my fans in a reimagined approach. I decided to encode the lyrics with hidden messages using capital letters. That’s how it started, and my fans and I have since descended into color coding, numerology, word searches, elaborate hints, and Easter eggs. It’s really about turning new music into an event for my fans and trying to entertain them in playful, mischievous, clever ways.
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