This is the crazy machine that Apple put to work on Taylor Swift’s new album.

Apple Music didn’t want to miss the opportunity to promote what would likely become one of the most streamed albums in the platform’s history. The streaming music service has been preparing for release for several weeks “Department of Martyred Poets”Taylor Swift’s eleventh studio album arrives on April 19th like never before.

The platform, along with the artist and her team (known as Taylor Nation), began a massive marketing campaign on April 13 when they announced a series of playlists with songs reflecting the different stages of grief, which in turn could be an emotional state that Swift could capture in her album. In these playlists, the singer herself briefly talks about what stages she was at when writing the songs included in it.

Apple Music too created a kind of game with Taylor Nation, where every day until next April 19, the platform hides a word from some of the next album’s lyrics in songs that Taylor Swift has previously released. However, this is only a small part of what the platform team has prepared for the premiere day of the “Department of Tortured Poets.”

Start meetings and more

In an interview with Use today Rachel Newman, head of global editorial for Apple Music, said the album will be officially released on April 18 at midnight. His team will meet at the company’s offices on both U.S. coasts to closely monitor the launch. The goal is to check that everything is working as it should; that the animated cover is published and displayed correctly, the lyrics are on all tracks of the album, the songs are mixed correctly, etc.

Apple Music does this with almost any major release, though Newman admits that every album is unique. For example, in the case of surprise releases like “Folklore,” where Taylor announced her album hours before its official release, the platform typically receives advance notice from the record label.

Apple Music then creates a confidential project with a code name so that the album can be tailored to the service’s features. Only a small number of employees have access to information related to this album.

Apple Music will transform for Taylor Swift’s album

With albums previously announced by the artist, such as “The Tortured Poets Department”, the head of global editorial for Apple Music and her team even You might be able to listen to the album before its announcement. (Though that’s not the case with Taylor Swift’s eleventh studio album). After this, they begin to develop a marketing campaign for the launch. “We always try to think deeply about the creative approach behind album concepts and what the artist is saying and feeling in the moment,” Newman says.

Apple Music will then work with the artist’s team, or even the artist herself, to decide what content is most appropriate.

In the case of The Tortured Poets Department, we repeat, the platform enabled a number of playlists and hidden games so that Swifties—as Taylor Swift fans are known—could discover song snippets and more. But they also have special post-launch reports, such as exclusive interviews with the artist or even adaptation of interface colors, which will change to white, black and beige; the main tones of the album.