Taylor Swift's 10th album, "Midnights," was released in October and Swifties were quick to decode any hidden messages in the album's promotion campaign.
The fans found hints in Swift's clothing, set designs and social media posts.
The dedicated followers even analysed the structure and number of words used in her posts to make connections to the new album.
Swift has acknowledged that she trains her fans to be this way.
According to The Guardian, the fans make theories that may not even exist, while Swift joked about them being her "Secret Service".
Fans reviewed the elevator scene in one of her music videos and counted the number of floor buttons, theorising that it could be a reference to the album's tracklist.
Swift's fans, known as Swifties, can be found on various social media platforms who further discuss theories, including Reddit, Twitter and TikTok's specific corner known as SwiftTok.
Swift's approach has led to an enthusiastic fanbase who are constantly engaged in her music and have since generated high sales for her new album.