Taylor Swift has pulled the curtain across her website.
Visitors to TaylorSwift.com on Sept. 22 were met with a burgundy curtain covered in glittering letters and a countdown clock set to expire at 2 p.m. ET. The change came one day after Swift's team mysteriously added a third page to the letter announcing she had bought back the master recordings of her first six albums.
The design appears rooted in the aesthetic of Swift's most recent album, "The Life of a Showgirl," but what happens when the clock hits zero remains a mystery.
Swifties quickly began theorizing on social media about possibilities ranging from new merchandise or a music video to the beginning of another era. The countdown also comes five days before the MTV Video Music Awards,
where Swift will receive the inaugural Artist Director Honors and enters the ceremony with nine competitive nominations.
There was another change hiding in plain sight.
Swift updated her social media bio to read, "And, baby, that's sh0w business f0r y0u. ❤️🔥" The three O's in the phrase were replaced with zeros.
The "000" could point back to her "Opalite" music video. Near the end of the '90s-inspired visual, Swift and actor Domhnall Gleeson compete in a disco dance competition wearing matching bedazzled tracksuits. The judges give the pair three zeroes. But the real meaning of the zeroes remains to be seen.
Swift has not announced what is coming at 2 p.m. ET.
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This article originally appeared on Nashville Tennessean: A countdown appeared on Taylor Swift's website. Here's what we know.
