Taylor Swift, Apple Music join hands to make new album hit

For Taylor Swift’s upcoming album, Apple Music is working closely to get the promotional campaign all in place ahead of the release.

The collaboration is part of the streamer's long-standing relationship with the Grammy winner where she was previously honoured with the Music Artist of the Year.

The partnership is unique in the sense that the streamer has made a few changes in the lyrics of one of the tracks in each playlist the company curated from Taylor’s music that deals with heartbreak.

The Tortured Poets of Department is set to release on April 19 and the streaming service is on standby to make sure a successful launch.

“We’ve done so many of these,” said Rachel Newman, head of Apple Music on grasping the vision of the artist for smooth collaboration,” noting, “and we’ve really built a lot of credibility and trust in the artist community.”

She continued, “We always try to think really deeply about the creative approach that is relative to the concepts of the albums and what the artist is talking about and feeling in the moment.”

“And then it’s a real collaboration with the artist’s team and sometimes directly with the artist about what feels right for them.”