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January 03, 2019

Taylor Swift declares end to 'Reputation' era by calling it quits on 'Swift Life' app

Taylor Swift is the latest celebrity to say farewell to her personalized app in 2019, announcing the beginning of the end for her fan-centric "The Swift Life" app.

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The app, first launched in 2017, was created for fans to connect with each other as Swift's latest studio album, "Reputation," was coming out. Now that Swift is wrapping up her world tour for the album, coinciding with her Netflix concert release, so too must go "The Swift Life."

In addition to serving as a sort of chatroom for fans, it also let users purchase "Taymojis" and download exclusive content and ticket offers.

Swift shared the statement about the app's end Wednesday afternoon.

"As the reputation era comes to an end, our time on The Swift Life will be ending too," the post reads.

The app is no longer available for download, and as of Feb. 1, will cease in-app purchases.

Despite the goals of Swift's app, it's been long reported that it served as a contentious soundboard for fans with different political and social views, likely further fueled when Swift endorsed democratic candidates ahead of the 2018 midterm elections. Some theorize that ending the app is a way of also avoiding controversy, though fans pointed to additional problems with the app, including a confusing interface.

The end of "Swift Life" coincides with similar announcements from other celebrities, specifically the Kardashian-Jenner clan, all of whom announced they would no longer be updating their apps in 2019. The famous family's move reflects an overall shift in streamlining its brand; the closure of DASH, the boutique run by the family before becoming the reality stars, officially closed last year, as well.

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