Taylor Swift has released a new album called midnights. In recent weeks, Swift has presided over a meticulous online launch: Ahead of the album’s release, she released “midnights Mayhem With Me,” a series of TikTok videos in which he released all 13 track names one by one through bingo. This week, he went so far as to post a full launch schedule for fans via Instagram detailing exactly what would happen when and where online, including a “very chaotic special surprise” at 3am ET last night.

To call what Swift is doing with the release of this album “online intelligence” or “audience engagement” or “marketing” is an understatement. She has, in a way, created a virtual universe in which fans can experience the launch. What the Washington PostIt’s Emily Yahr…