Taylor Swift Album Release Machine Goes Into Overdrive with ‘Spotify Library Installation’ in LA

Taylor Swift library installation
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Taylor Swift library installation
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Photo Credit: Spotify

The Taylor Swift album release machine goes into overdrive this week with a ‘Spotify library installation,’ leading up to the Friday release of her new album, Tortured Poets Department.

Taylor Swift is teaming up with Spotify to launch an “open-air” Tortured Poets Department pop-up library installation at The Grove in Los Angeles, open to the public for three days ahead of the new album’s release on Friday, April19.

The installation features curated poetry excerpts, books, and surprises aplenty for fans ready to embark on the singer’s latest era. Doors open at 10AM on Tuesday, April 16, on a first come first serve basis for Swifties through April 18.

Each day of the installation will be different, and Spotify will document the changes on social media. Meanwhile, surprises and clues uncovered by Swifties will be continuously updated and reflected on the album’s Spotify page.

“This campaign is a continuation we’ve done in support of Taylor over her past few album releases,” said Jackie Augustus, Lead of Country & Folk, Artist Partnerships at Spotify, in a statement to 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.”

Besides her library installation, Swift has been teaming up with Apple Music to get fans excited for her upcoming 11th studio album. Earlier this month, Apple Music released Swift’s self-curated playlists based on the “five stages of heartbreak.” The platform has also been hiding one-word clues about the new LP in the lyrics to some of Taylor Swift’s existing songs on the platform.

The 16-track album, Tortured Poets Department, follows her 2022 release, Midnights. These are the newest albums of strictly new music to come from Swift since her 2020 lockdown-fueled sister albums, folklore and evermore. The songstress has been hard at work re-recording and re-releasing her first six albums since 2019, when Scooter Braun gained the masters to her original recordings with his acquisition of Big Machine Records. Following that move, Braun later sold his interest in her past catalog.