Last week was a big one for Taylor Swift. From swiping her social media accounts clean on Aug. 18 to shattering records across the board with her newest single “Look What You Made Me Do,” the evolving pop star’s road to Reputation has been a mix of suspense, excitement, and controversy.
With such a jam-packed 10-day period for one superstar — and the potential for another No. 1 Taylor Swift hit — Billboard wanted to lay out everything that’s happened with Swift in the midst of her latest release. Find a complete timeline below.
August 18: Taylor Swift wipes her social media accounts clean, with all photos and posts on her Twitter, Instagram, and Tumblr deleted. The singer also deletes the avatar picture and header for her Twitter and Facebook pages, which she later replaces with promotional pictures for Reputation.
It’s also on this day that a visit to her official website reveals a blank, black screen in place of her usual promotional and tour information. Fans note that it was exactly three years ago on this date that Swift released her single “Shake It Off” and announced the release of her fifth album 1989, igniting further speculation that new music was on the way.
August 21-23: Over the span of three consecutive days, Swift begins posting ominous short video clips of snakes to her social media accounts, with none of the posts offering more information with a caption. Fans immediately find the snakes to be an allusion to the Kardashian-Swift feud that became public on National Snake Day (July 17) last year. The initial post included only an image of a snake-like tail, the second featuring a coiled snake body, and the third finally revealing the animal’s face.
August 23: After more than a week of mysterious signals, Swift officially announces that the first single from her upcoming album will be released the following night, simultaneously announcing the official release date to be Nov. 10. Her Instagram posts reveal the grungy cover art for her album.
August 24: Kim Kardashian seemingly blocks the snake emoji from her Instagram accounts as Swift’s impending release triggered snake-filled comments on her tweets and Instagram posts.
August 25: “Look What You Made Me Do,” the first single off of Reputation, is released along with an animated lyric music video. The lyric video, which parodies the animation style of the opening credits for Ryan Murphy’s FX anthology Feud: Bette and Joan, breaks the record for the most-watched lyric video within 24 hours of its release. The video breaks the record previously held by The Chainsmokers and Coldplay for “Something Like This,” with an initial 19 million views. The video has now amassed more than 48 million views at press time.
August 27: Swift debuts the official music video for “Look What You Made Me Do” on the 2017 MTV Video Music Awards, which was immediately released on YouTube after its premiere. Following the popularity of the earlier-released lyric video, the music video breaks the record for the most watched music video within 24 hours of its release, garnering 43.2 million views in its first day — surpassing Adele’s 27.7 million with her “Hello” video. The visual has since been watched almost 60 million times as of press time.
August 28: Since its release, the single lands itself at No. 77 on Billboard’s Hot 100 (dated Sept. 9) after only 3 days of air-play. However, it’s predicted to soar to No. 1on next week’s Hot 100.
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