Taylor Swift is making her boyfriend Travis Kelce part of her business like never before

Taylor Swift is not typically one to center her boyfriends.

I know that contradicts the party line that Swift’s critics began to hawk when she was a teenager — that she’s either a besotted, boy-crazy mess or a serial man-eater, depending on whom you ask.

Yes, Swift writes songs about falling in love, breaking up, and every stage of romance in between. (She also writes songs about many other topics, including friendship, fame, sexism, and more, but that’s a lecture for another day.) But as a public figure and music industry tycoon, Swift has largely avoided mixing business and pleasure — until now.

At 12:12 a.m. on Tuesday morning, Swift announced the title of her 12th album, “The Life of a Showgirl.” But instead of doing it on her social media accounts, a livestream, or during her acceptance speech at the Grammys, she gave the exclusive to her boyfriend Travis Kelce’s football podcast.

Swift sits next to Kelce in a teaser clip from his “New Heights” podcast, which the NFL star co-hosts with his brother Jason. “I wanted to show you something,” Swift tells Jason, reaching for a mint green briefcase labeled “T.S.” She opens it while announcing the record’s title, though the album’s cover is blurred out.

For a different celebrity, announcing your latest project on a partner’s podcast might not be a big deal. But Swift’s star power is such that she doesn’t need anyone else to promote her music. For years, she has pulled back from traditional media opportunities like magazine covers and late-night TV appearances, instead relying on the self-contained machine of her website and verified social media accounts to communicate news to her fans.

Glimpses of her private life were similarly limited. Swift spent the previous six or so years evading public scenes with her then-boyfriend, Joe Alwyn, dodging questions about their relationship and executing minimal album rollouts — no lead singles, very rare interviews, and certainly no sports podcasts.

Swift’s relationship with Kelce, whom she began dating in 2023, has marked a new era for the pop star’s public persona. It’s not that Swift hasn’t dabbled in the customary celebrity-in-love playbook before; she’s executed plenty of paparazzi walks and award-show date nights. It’s not even the first time she’s involved a boyfriend in her creative pursuits: She wrote the lyrics for then-boyfriend Calvin Harris’ 2016 hit “This Is What You Came For,” while she and Alwyn cowrote multiple songs for her surprise 2020 album “Folklore” while they were dating. It’s that those collaborations were always under pseudonyms and revealed after the fact, as Swift worked hard to center herself in her own work, rather than muddying her career moves by putting even more attention on her love life.

With Kelce, Swift is proudly involving him every step of the way. Swift has cheered for Kelce at seemingly every football game she can manage, even as she was busy touring the world. Kelce returned the favor by attending several Eras Tour shows, where Swift would sometimes change her own lyrics to honor his presence. (Who among us could forget the first time she sang, “Karma is the guy on the Chiefs, coming straight home to me,” in Buenos Aires?) The couple even shocked fans with the ultimate hard launch, when Swift welcomed Kelce onstage for a surprise cameo, signaling a decisive shift in her drive for publicity around her relationship.

Both Swift and Kelce have publicly put emphasis on their bond as equal partners and supporters, something Kelce reiterated in an expertly timed GQ cover interview published mere hours after Swift’s album announcement.

“I get to go and be that fan,” Kelce told GQ of attending Swift’s concerts. “Because I am a fan. I’m a fan of music. I’m a fan of art. And it’s so cool that I get to experience her being that plus one for me on the football field…. I feel that same enjoyment every time she comes to my shows.”

Their synergy quickly began to work in Kelce’s favor. Swift’s high-profile fandom sparked an unprecedented surge in NFL viewership, especially among younger girls, and a marked increase in Kelce’s jersey sales.

Swift launching her next era with Kelce by her side suggests that Swift considers Kelce’s podcast a piece of her own media empire. He is not only playing the role of her boyfriend in her personal life, but also is an active participant in both her professional organization and public image.

Time will tell if their synergy will work for Swift as well as it has worked for Kelce. She arguably has much less to gain from his audience than vice versa; her business was thriving just fine without him. The Eras Tour, which caused a ticket stampede long before Kelce entered the picture, sold so well that it helped make Swift a billionaire. Her most recent album, “The Tortured Poets Department,” which was self-evidently not written about Kelce, sold over 2.6 million copies in its first week of release and topped the Billboard 200 chart for 17 weeks, the best commercial performance of her career thus far.

Will an album about a happy relationship sell better than one about a self-described “manic phase” that resulted in heartbreak? My instinct says no — Swift’s best-loved songs are her breakup anthems. But I never thought I’d be tuning in to a football podcast to hear Swift talk about her music, so perhaps anything is possible.

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