Taylor Swift leaned into her love for symbolism with the announcement of her dozenth album, titled The Life of a Showgirl.

TS12 was introduced in a teaser — already viewed over 65 million times — for the next episode of the New Heights podcast airing Wednesday, hosted by boyfriend Travis Kelce and his big brother Jason. Tay extracted the $29.99 album from a briefcase but the artwork was blurred out ahead of tomorrow’s reveal. It’s already up for “pre pre-order” in a variety of formats over at taylorswift.com.

The New Heights podcast consistently ranks in the top 10 on Spotify and Apple charts and this will certainly give viewership a bump. It’s the kind of masterful brand crossover that reportedly elevated NFL viewership and merch sales.

Sometimes love is also, but sometimes it’s also good for business.