LEADING UP TO LOVER

Taylor Swift ditched the old-school album cycle between reputation and Lover. After her massive Reputation Tour ended in November, the savvy superstar immediately moved on to the next project, and she’s been in constant motion throughout 2019. Here's what Tay's been up to...

11/28 Taylor announces her new partnership with UMG and Republic

12/31 Netflix reputation documentary arrives on New Year's Eve, signifying the end of the TS6 album cycle.

1/22 Swift posts a "Meow" caption, announcing her role in the upcoming Cats film.

2/28 Taylor pens an essay for Elle U.K. and is featured on the cover of the mag—a return to publications for the superstar and the first cover in what would become a theme in her roll-out.

3/6 Elle USA publishes a list from Taylor of 30 things she's learned going into her 30th year on Earth.

3/14 Tay makes an appearance at the iHeartRadio Awards to accept Tour of the Year while donning a pastel and butterfly-themed outfit, kicking off the Lover aesthetic.

4/13 Swift teases 4.26 on her socials with a diamond-studded heart and starts a countdown to that date.

4/17 Time features Taylor on the cover as one of the 100 Most Influential People in the world. Shawn Mendes pens an editorial tribute.

4/23 Tay performs an intimate acoustic set at the Time 100 Gala.

4/25 The day before her countdown expires, Swift unveils a butterfly mural in Nashville, where she also visits Robin Roberts at the NFL Draft to announce live on ABC that her new single is called "ME!" featuring Brendon Urie of Panic! At The Disco.

4/26 The "ME!" video and single hits all platforms.

5/1 Swift and Urie give the song's first-ever performance at the BBMAs on NBC.

5/9 Tay graces the cover of Entertainment Weekly and participates in her first sit-down magazine interview in three years.

5/22 She performs on the finale of The Voice on NBC.

5/31 Taylor continues her new wave of taking political action by posting a letter she wrote to Tennessee Sen. Lamar Alexander in support of the Equality Act and LGBTQ rights ahead of Pride month.

6/1 Swift headlines KIIS FM's Wango Tango in Los Angeles.

6/13 The album title and cover for Lover is revealed, with the release date of 8/23. Upon the announcement of TS7, Lover breaks Apple Music's record (held by Ariana Grande) for the most pre-adds on the platform with 178.6k worldwide in its first day of availability. Second single and pro-LGBTQ anthem, "You Need To Calm Down" drops.

6/17 The video for "YNTCD" drops and features LGBTQ icons, along an appearance from former foe, Katy Perry, signifying a peace agreement between the new friends.

6/30 Upon the breaking news of Scooter Braun's acquisition of Scott Borchetta's Big Machine—label home of Swift's first six albums—Taylor responds with a statement referring to the deal as her "worst-case scenario," sparking a wave of commentary on social media by multiple players (including Justin Bieber, Yael Cohen Braun, Allison Kaye, Don Passman and Borchetta, among others).

7/10 Taylor headlines Amazon's Prime Day concert in NYC, which airs live on Amazon Prime.

7/18 The first trailer for the Cats film becomes the hottest topic on social media and features the first look at Swift's role as a cat. Her actual cats are confused.

7/23 "The Archer" is released, a surprise mid-week drop from Swift—billed as a non-single track from Lover. It immediately hits #1 at iTunes.

7/23 Taylor details her Target-exclusive deluxe albums of Lover.

8/8 Vogue unveils Swift as the cover subject for their September issue, along with a profile where Tay touches on sexism, scrutiny and political activism.

8/11 Swift makes an appearance at Fox's Teen Choice Awards to accept the first-ever Icon Award.

8/16 Title track, "Lover," is released, along with the full tracklist for the album revealing a collaboration with The Dixie Chicks on a track.

8/19 Taylor partners with Amazon Music once again as the retail giant releases an ad—running regularly on the NFL Network—featuring Swift's animated lips singing an a cappella version of "YNTCD."

8/20 Spotify announces Love, Taylor: The Lover Enhanced Album experience, a playlist serving as the ultimate TS destination on the platform to celebrate the release of the new album.

8/22 Tay will perform in Central Park for ABC's Good Morning America summer concert series.

8/22 YouTube will host a live Q&A with Swift and fashion-collaborator Stella McCartney to unveil their Lover merchandise capsule ahead of the worldwide video premiere for "Lover."