When the clock struck midnight in NYC, Taylor Swift teamed up with Spotify to exclusively reveal the first lyrics from her new album, Midnights.

On the first night of Midnights album release week, we held a 13 minute countdown (iykyk ) at a Times Square billboard with cryptic messaging telling viewers to “Meet us at midnight”. At 12AM, the board flipped to showcase the first lyric reveal from the album "I should not be left to my own devices.” which left fans in a tizzy trying to figure out what it meant and what song it could possibly be from. Additionally, fans were greeted with new clips on the albums pre-save page, where Taylor revealed one of the themes of a track on the album.

Each night during release week, a new lyric was teased and released in a different country - at their own local Midnight time - to keep fans on their toes, never knowing when exactly to expect it. As the week went on, fans gathered in London, Mexico, Brazil and Nashville trying to be the first to get a glimpse of a new line from Taylor.