more than an album release. swift's music drops inspire listening parties and events nationwide. the mastermind of marketing building anticipation for the album since announcing it at the grammys in february. >> a secret that i've been keeping from you for the last two years. >> reporter: "rolling stone" saying the new music might be her most personal album yet. ♪ even when you want to die, he says he'd love me all his life ♪ >> reporter: as the artist's lyrics delve into her journey of heartbreak on the world's biggest stage. swifties dissecting every line with speculation a few sweeter tunes are inspired by boyfriend and nfl star travis kelce. ♪ so when i touch down ♪ >> reporter: swift's new album as become