Taylor Swift has officially started the album campaign for her tenth album, #TS10 Midnights. In true Taylor fashion the roll-out is riddled with easter eggs and has fans share their takes on potential themes, genre and single release dates.

Note: Swifties, this is not a complete timeline.

So how did it all start?
Hints have dropped for quite some time, and specifically ahead of the announcement, there was an accumulation of them. She wore earrings with an X (aka 10 in roman figures), collaborators shared posts with 10 exclamation marks when referring to Taylor's work. Taylor herself spaced out the later revealed album title 'm i d n i g h t' when sharing the release of her track Carolina for the movie 'Where Crawdads Sing'.
The biggest hint however happened inside of Walmart stores, when Taylor songs took over the stores playlist for a couple of days.

VMAs
THEN, rumours started around a Taylor Swift appearance at the VMAs, where ATW was nominated for awards. Well the rumours weren't terrible and cruel, instead they were exactly right (at least for the appearance part, not for the performance part) - Taylor Swift made an ENTRANCE.