It’s the era of pop-ups as New York City Swifties will get the chance to usher in Taylor Swift’s newest album with an immersive three-day event.
“The Life of a Showgirl: A Spotify Experience” will launch on Tuesday at a yet-to-be announced location, and run through Oct. 2, the music streamer announced Thursday. Entry will be open from noon to 9 p.m. each day, and available on a first come, first served basis.
The promo will enable fans “to discover hidden Easter eggs and capture exclusive photo moments,” all inspired by Swift’s upcoming 12th studio album, Spotify said. “It’s a chance for listeners to experience the next era before it officially arrives” on Oct. 3, “surrounded by the music and visuals that have shaped their anticipation.”
Spotify stipulated that the 35-year-old Grammy winner will not be in attendance at the event.
Swift announced “The Life of a Showgirl” in mid-August during her record-breaking podcast debut on now-fiancé Travis Kelce’s “New Heights.” The album news was quickly overshadowed by that of the couple’s engagement, which they confirmed at the end of the month.
Just last week, Swift announced a theatrical “release party” for the album, in the form of an 89-minute film that will start simultaneously across American time zones at 3 p.m. ET on Oct. 3 and and run through Oct. 5.
Included in the movie will be album commentary, lyric videos and the video for “The Fate of Ophelia,” as well as behind-the-scenes footage.
Much like the theatrical screenings of Swift’s historic Eras Tour, AMC theaters announced that guests are encouraged “to sing and dance” during the event, which will also make its way to over 100 countries in total throughout October.
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