If Taylor Swift wasn’t already the undisputed biggest pop star on the planet, one would say: what a PR coup. On Sunday evening she accepted her Grammy for the best album of the year (“Midnights”) and wasted no time in announcing her upcoming album straight on stage. It’s supposed to be called “The Tortured Poets Department.” Swift disappeared backstage and suddenly this news was all over social media, the black and white album cover was posted, along with a little text in Taylor’s handwriting, probably a fragment from one of the upcoming songs.