Announced Monday (April 15), Taylor Swift is teaming up with Spotify to launch an open-air Tortured Poets Department library installation at The Grove in Los Angeles, featuring curated poetry excerpts, books and visual surprises for fans to pore over, each representing a small piece of the singer’s new era.
Doors will open to the public Tuesday (April 16) and continue welcoming Swiftie scholars over the next two days leading up to the 16-track LP’s arrival on Friday (April 19).
The pop-up will be different each day, with curators planning to add new aspects to the library as the countdown to Tortured Poets gets shorter. Spotify will document the changes on social media; plus, the album’s page on the streaming platform will be continuously updated with any surprises Swifties uncover onsite.
“This campaign is a continuation of the work we’ve done in support of Taylor over her past few album releases,” Jackie Augustus, Lead, Country & Folk, Artist Partnerships, tells Billboard. “The way Taylor’s fans connect with and champion her music is unlike any other. We’re excited to bring this album activation to life for Swifties in LA this week.”
The installment is only the latest bit of fanfare Swift has enjoyed ahead of The Tortured Poets Department, which follows her 2022 Billboard 200-topping effort Midnights. The 14-time Grammy winner has also been partnering with Apple Music to pump up fans for the new project, unveiling self-curated playlists based on the “five stages of heartbreak” earlier this month and, most recently, hiding one-worded clues about her new album in the lyrics to some of her older songs on the platform.
See Spotify’s announcement below.
Paging all Tortured Poets:
Join us at The Grove in L.A. starting tomorrow to celebrate Taylor Swift's newest era, arriving 4/19. 🤍 pic.twitter.com/46MJb3O3bk— Spotify (@Spotify) April 15, 2024