Taylor Swift sent signed copies of her new album ‘Folklore’ to Fingerprints in Long Beach

In what has to be the most untraditional album rollout this year, Taylor Swift continues her unconventional promotion of “Folklore,” by sending signed copies of the album to indie record stores across the nation, including Fingerprints Music in Long Beach.

“It’s a pretty smart way to get us talking about her new record, we usually feel pretty left out on something this big,” said Fingerprints owner Rand Foster. “We had some and they went quickly. But I’m genuinely hoping there’s a second package.”

The move follows Swift’s abrupt announcement about the existence of “Folklore” one day before its July 24 release. This was the antithesis of Swift’s normal album release behavior, especially regarding social media. Normally, she begins dropping Easter eggs for fans to decode, while releasing a single and video before the full album. With “Folklore,” the bombardment came on a single day with no one even aware she had been working on the album.

In this particular guerilla-style approach, sending thousands of signed copies to small record stores across the nation also stands in contrast to her typical big partnerships with Target and Walmart. And record stores were here for it:

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