Taylor Swift has launched a countdown clock on her website and on Instagram. But just what it's ticking down to is anyone's guess. At this writing, the big reveal is 11 days away, on April 26.

In a recent Elle article that itemised the 30 life lessons Swift had learned in the run-up to her 30^th birthday (December 13), she revealed the following: "I make countdowns for things I’m excited about. When I’ve gone through dark, low times, I’ve always found a tiny bit of relief and hope in getting a countdown app (they’re free) and adding things I’m looking forward to. Even if they’re not big holidays or anything, it’s good to look toward the future. Sometimes we can get overwhelmed in the now, and it’s good to get some perspective that life will always go on, to better things".

The fact that the above-quoted lesson was no. 26, coinciding with the April 26 date, has to be more than incidental.

Stay tuned for more updates.

In related news, Swift was the second highest paid woman in music of 2018 and the most influential female Twitter user, according to social media monitoring firm, Brandwatch of the same year.