Spotify has announced a new pop-up experience in New York City to celebrate the upcoming release of Taylor Swift‘s The Life of a Showgirl album.
Described as “a dazzling three-day immersive activation”, ‘The Life of a Showgirl: A Spotify Experience’ will run from 30 September through 2 October.
Swifties will get to discover hidden Easter eggs and enjoy exclusive photo opportunities, all inspired by the new album.
“It’s a chance for listeners to experience the next era before it officially arrives, surrounded by the music and visuals that have shaped their anticipation,” Spotify said in a press release.
It added that Taylor Swift “will not be in attendance”.
The Spotify campaign to promote Swift’s new album started in August when a billboard lit up Times Square with a mysterious Spotify code.
This activation was part of a wider rollout across 12 global locations, with each billboard linking to a curated playlist on Swift’s official Spotify profile.
Spotify later released a series of clips providing a first look into the world of the new album.
“Global fan experience” for new album
“With The Life of a Showgirl, Spotify is helping turn anticipation into a global fan experience online, on the street, and soon, in person,” Spotify said.
Last summer, London’s V&A museum showcased some of Taylor Swift’s personal items, including cowboy boots and dresses, in a free exhibit named ‘Taylor Swift: Songbook Trail’.
On display as part of the show were 16 costumes worn by the Grammy-winning singer, alongside instruments, music awards, storyboards and previously unseen archival material.
Images courtesy of Spotify
