Taylor Swift has begun release week for her highly anticipated album The Life of a Showgirl, and fans are convinced she is dropping hints about unreleased Reputation vault tracks. The speculation comes after a series of carefully placed Easter eggs across multiple platforms.

As part of the promotional build-up, Apple Music embedded capital letters into the lyrics of Reputation songs that spelled out, "They don't make loyalty like they used to."

The new album's animation on the service also features black glitter cracks, which many interpret as a visual nod to Reputation. Fans quickly linked this to Swift's earlier letter reclaiming her master recordings, where she acknowledged that unreleased Reputation vault tracks were still to come.

Spotify has also contributed to the speculation with a themed New York exhibit featuring stage rigging, boas, and make-up mirrors. Among the props was a bag marked with Swift's initials and a gold key, which fans believe references the Reputation lyric from Getaway Car, "Put the money in the bag and I stole the key."

Meanwhile, Target is relaunching 500 stores at midnight to sell exclusive vinyls and CDs, accompanied by a new commercial where Swift jokes, "It's giving 'No Girl' not 'Showgirl,' what are we doing?"

The coordinated marketing push recalls her last album rollout, when hidden words in The Tortured Poets Department lyrics teased the track "How Did It End?"

Beyond music streaming and retail, Swift has confirmed television appearances on The Graham Norton Show, The Tonight Show with Jimmy Fallon, and Late Night with Seth Meyers. She is also releasing an 89-minute film for cinemas, featuring music videos and behind-the-scenes commentary.