Apple Music team in ‘crunch mode’ ahead of Taylor Swift’s ‘The Tortured Poets Department’ album release

Apple Music named record-breaking singer-songwriter Taylor Swift its Artist of the Year for 2023.
Ahead of Taylor Swift’s “The Tortured Poets Department” new album release on April 19th, the Apple Music team is in crunch mode getting all of the associated content ready.
Bryan West for USA Today:
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Apple Music released a new game on the streaming platform to commemorate April 13 — the number associated with Taylor Swift — to tease her 11th era that will be released overnight Thursday when the clock strikes midnight eastern time.
Fans can search for a word a day in the lyrics throughout one of her five new playlists. The full message will be revealed on April 18. And like with her custom voice memos on the platform, Swift is in on the action.
On Saturday, Taylor Nation (Swift’s marketing team) sent out a post tagging Apple Music. On Taylor Nation’s story there was a glitch effect pointing Apple Music users to the song, “Glitch” where there were six capital letters hidden in the lyrics revealing the secret word.
While the world anticipates the new music, Apple Music is in crunch mode getting all of the associated content ready.
Fast-forward to 11:59 p.m. on Thursday night. The team at Apple Music will huddle in their offices on both coasts of the U.S. to watch their “Tortured Poets” hard work get released to the masses.
During all major album releases, threads on Slack channels light up as Apple Music employees communicate the rollout. At the stroke of a new day, the music label releases the album, which streams through the platform and is paired with the content Apple spent months cultivating. The process, at this point, is seamless, but all hands are on deck to ensure the new artwork, lyrics and, of course, music are being consumed without any glitches.

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MacDailyNews Take: All hands of deck for what will be, quite likely, Apple Music’s biggest album release of the year.
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