Why Does Taylor Swift's Website Have a Mysterious Progress Bar?

All eyes are on Taylor Swift’s website as the pop star seemingly prepares to unveil her latest Easter egg surrounding The Life of a Showgirl.

Eagle-eyed fans noticed on Thursday, September 11, that Swift’s website added a new section on the home page that reads, “Unlock the newest countdown page clip from The Life of a Showgirl.” Users are then pointed toward clicking buttons to “Pre-save on Spotify” or “Pre-add on Apple Music.”

Below the album tease, Swifties can see a mysterious progress bar that is filled in — just over halfway, as of publication — with a sparkly, orange tint.

While Swift, 35, has not yet shared what’s in the soon-to-be unlocked footage, when fans visit either the Spotify or Apple link, they are taken to a page listing the album tracklist. The Apple page also features a 12-second video titled, “And, baby, that’s show business for you,” that is currently without sound.

Swift revealed late last month during an appearance on now-fiancé Travis Kelce’s “New Heights” podcast that her 12th album will be available on Friday, October 3.

“I would do three shows in a row, [and then] I’d have three days off. I’d fly to Sweden, [then] go back to the tour,” Swift told Travis, 35, and his brother, Jason Kelce, on their podcast in August, referring to her European Eras Tour concerts in 2024. “I was physically exhausted at this point in the tour, but I was so mentally stimulated and so excited to be creating.”

She added, “It meant the world to me to have this creative experience, where [Max Martin, Shellback and I] knew that we had to bring the best ideas we’ve ever said. I also know the pressure I’m putting on this record by saying that, but I don’t care ’cause I love it that much, and I’m so proud of it. It just comes from the most infectiously joyful, wild, dramatic place I was in my life. So, that effervescence has come through on this record.”

Swift further teased that The Life of a Showgirl was inspired by “everything that was going on behind the curtain” while she embarked on her record-breaking tour.

“My main goals [were to create] melodies that were so infectious that you’re almost angry at it,” she said at the time. “And lyrics that are just as vivid but crisp and focused and completely intentional. I feel like we actually came together in a really beautiful way.”

The Life of a Showgirl will be available Friday, October 3.