Taylor's 2019 album "Lover" is the follow up to "reputation", which was released in 2017 and gained a GRAMMY nomination for "Best Pop Vocal Album".

Taylor first acknowledged the end of the "reputation" era when accepting the award for "Best Pop/Rock Album" at the 2018 American Music Awards:

"I always look at albums as chapters in my life, and to the fans, I'm so glad you liked this one [reputation]. But I have to be really honest with you about something: I'm even more excited about the next chapter." -- Taylor Swift

In November 2018, Taylor signed a new multi-album deal with Universal Music Group; in the United States, her future releases will be promoted under the Republic Records imprint. Taylor stated that the contract included provisions for her to maintain ownership of her master recordings. In addition, UMG agreed to, in the event that it sells portions of its stake in Spotify, distribute proceeds among its artists and make them non-recoupable. Taylor's first release with Republic Records was the lead single from her seventh studio album, "ME!" featuring Brendon Urie of Panic! At The Disco, in April 2019.