folklore

Dessner remarked that he "thought it would take a while for song ideas to come" and "had no expectations as far as what we could accomplish remotely" but was pleasantly surprised that "a few hours after sharing music, my phone lit up with a voice memo from Taylor of a fully written song—the momentum never really stopped." He commented, "There's a palpable humanity and warmth and raw emotion in these songs that I hope you'll love and take comfort in as much as I do." The album was a surprise release, announced by Swift on her social media accounts hours before its launch, on midnight of July 24, 2020. It followed her seventh studio album Lover (2019), released eleven months prior. Folklore initially came with eight one-week limited-edition deluxe CDs and vinyls, all of which featured different cover artworks and photo collections. During the YouTube premiere countdown to the music video for "Cardigan", Swift revealed that the album lyrics contained many of her signature Easter eggs: "One thing I did purposely on this album was put the Easter eggs in the lyrics, more than just the videos. I created character arcs and recurring themes that map out who is singing about who... For example, there's a collection of three songs I refer to as the Teenage Love Triangle. These three signs explore a love triangle from all three people's perspectives at different times in their lives". She referred to the album as "wistful and full of escapism. Sad, beautiful, tragic. Like a photo album full of imagery, and all the stories behind that imagery" and described "My Tears Ricochet"—a self-written track—as a the first song she wrote for the album and one that explores "lost romance and why young love is often fixed so permanently in our memories". Promotion Folklore marked the first time that Swift strayed from a traditional album rollout, opting instead to release the album suddenly because " gut is telling that if you make something you love, you should just put it out into the world". Swift first announced the album on Twitter, 16 hours prior to its digital release. An accompanying music video for the track "Cardigan", directed by Swift and produced by Jil Hardin, was released along with the album.