Part of AT&T’s big announcements today, the company detailed a new destination for Taylor Swift fans to find unique and never seen Taylor Swift content. Called “Taylor Swift NOW,” the new content will only be found through AT&T.

Taylor Swift NOW is a video experience created exclusively by AT&T and Taylor Swift. It will showcase unique videos, concert performances, behind-the-scenes footage and more from the Taylor Swift archives. This is the company’s first-ever specially curated video catalog, and it will launch the one and only Taylor Swift.

Launching soon, Taylor Swift NOW consists of themed chapters and packed with special glimpses into Taylor’s life and work spanning her entire career. This will include original content with commentary from Taylor herself.

After its launch, Taylor Swift NOW will get regular updates with new videos and chapters for special events. This includes select songs from her upcoming performance at DIRECTV’s Super Saturday Night concert.

AT&T customers can get Taylor Swift NOW exclusively across all of our video platforms later this year: DIRECTV, DIRECTV NOW and U-verse. This puts Taylor Swift NOW in the hands of more than 25 million video customers – and that will grow with the launch of DIRECTV NOW, which was just announced this evening.

Taylor Swift NOW will also be available through those platforms’ apps for streaming on-the-go. AT&T wireless customers can stream the content data free.

“Taylor Swift NOW is one of many exciting initiatives we have in store for Taylor’s fans and our customers as part of our exclusive multi-year deal,” said John Stankey, CEO, AT&T Entertainment Group. “We’re looking forward to working with Taylor as we develop exclusive original content that inspires her and her fans. We can’t wait to get Taylor Swift NOW into the hands of fans to stream everywhere.”

In the coming weeks, fans can get a sneak peek of the channel. Follow AT&T, Taylor Nation and Taylor’s social media handles for the latest news and information.

Taylor Swift NOW is one of many pieces of our AT&T’s exclusive multi-year, multi-faceted deal with the 10-time Grammy winner. Swift will also headline the DIRECTV Super Saturday Night in Houston on Feb. 4, the night before the Big Game. Portions of this concert will air on Taylor Swift NOW at a later date. Fans will have access to tickets through a series of AT&T promotions and campaigns.

Swift is still riding high from her fall 2014 album, 1989, the fifth studio-album that she has released in her career. An instant hit, the album sold t 1.3 million albums in its debut week. Taylor is the only artist in history to have three albums sell over one million copies in their first week of release (2010’s Speak Now, 2012’s RED and 2014’s 1989), and she doesn’t show any signs of slowing down.

Taylor, a ten-time GRAMMY winner, is a singer, musician and songwriter, and not only the youngest winner in history, but the only female solo artist to win the music industry’s highest honor, the GRAMMY Award for Album of the Year twice.

Taylor has an album on Rolling Stone’s prestigious The 50 Greatest Albums of All Time (by women) list, she is Billboard’s youngest-ever Woman of the Year and the only artist to have been awarded this honor twice, Time magazine has named her one the of the 100 Most Influential People in the world and one of only eight candidates for their most prestigious honor, 2014 Person of the Year and is the inaugural recipient of AMA’s Dick Clark Award for Excellence.