Apple Music and Taylor Swift collaboratively worked for months to prepare for the launch of her new album, "The Tortured Poets Department," set to be released on April 19, 2024. The partnership involved elaborate planning for promotion, including the curation of themed playlists and cryptic lyric edits leading up to the release. With a track record of successful launches, Apple Music's global head of editorial, Rachel Newman, emphasized the importance of a creative and collaborative approach in promoting albums. The effort reflects Apple Music's dedication to supporting its artists, highlighted by honoring Swift as its Artist of the Year for 2023, following the monumental success of her "Midnights" album.