Taylor Swift is starting off the week with another countdown sending fans into an excited whirlwind. The shimmering purple, four hour countdown popped up at 10 a.m. ET. The color reflects her "It's Rapturous" variant of her 12th studio album, "The Life of a Showgirl."

Follow our Taylor Swift live updates for all the latest on her upcoming album, “The Life of a Showgirl,” plus new photos, fan theories and more.

Less than one week after revealing the cover art, tracklist, and release date for her upcoming album The Life of a Showgirl, Taylor Swift had another announcement at 2 P.M. ET today: She is selling a rare vinyl collection for her new album, available for only 48 hours.

Whereas the previous countdowns featured an orange glitter background or black background with the orange door, this countdown has shifted to a purple glitter background. The Google confetti effects that had been orange when you searched for the 14-time Grammy winner are now also purple, but it's unclear what the shift means.

After putting the Swifties on alert last week with an appearance on "New Heights" and a new album announcement, Taylor Swift has got them in a frenzy again.

After counting down for several hours on Monday, generating headlines in anticipation of whatever she was about to announce, Taylor Swift revealed ... an album variant.

Swifties think the “New Heights” episode has even more Easter eggs, which are subtle hints at her next big musical or career move.