Taylor Swift ends ‘Reputation’ era by closing ‘The Swift Life’ app one year after launch

The Swift Life, which was unveiled in 2017, is set to shut down in February

Clémence Michallon
New York
Thursday 03 January 2019 15:58
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Taylor Swift reputation Stadium Tour trailer

Taylor Swift is officially bringing her Reputation era to an end.

With her Reputation Stadium Tour behind her and immortalised in a Netflix special, the singer is turning a new leaf – and shutting down her The Swift Life app in the process.

The Swift Life, unveiled in 2017, allowed fans of Swift to connect with each other, while getting access to exclusive content such as photos, videos, and news.

Users were also able to collect “Taymoji” (Swift-themed stickers) by performing certain tasks or purchasing them.

Current users have until February 2019 to use up their leftover virtual currency, per the statement, and can no longer complete any additional purchases.

A statement published on Twitter states that Swift created the app specifically to go with her Reputation album, which came out in November 2017, and that it’s now time to move on.

“Over a year ago, we launched The Swift Life alongside Taylor’s critically acclaimed, sixth studio album, Reputation,” the statement reads.

“It provided a creative and inclusive place for Taylor and her fans to connect with each other while expressing themselves in a uniquely interactive community.

“As the Reputation era comes to an end, our time on The Swift Life will be ending too.”

The app is no longer available for download and will shut down for good on 1 February, 2019.

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Swift’s Netflix special debuted on 31 December, 2018. It was recorded during one of her shows at the AT&T Stadium in Arlington, Texas, in October.

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