Need to build hype? Borrow this tactic from Taylor Swift

It’s not that there’s a new Taylor Swift album—it’s how we found out about it.

This week, Taylor Swift teased the release of her 12th studio album, The Life of a Showgirl, through a clip from today’s episode of New Heights, the podcast hosted by her boyfriend, NFL player Travis Kelce, and his brother, former NFL player Jason Kelce. When the clip went up, the internet erupted into a familiar frenzy—one that we’ve come to know all too well.