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The Tortured Poets Division is underneath renovation, with Chairman Taylor Swift gearing as much as reduce the ribbon on a brand new library wing forward of her eleventh studio album’s extremely anticipated launch later this week.
As introduced Monday (April 15), the pop star is teaming up with Spotify to launch an open-air Tortured Poets Division library set up at The Grove in Los Angeles, that includes curated poetry excerpts, books and visible surprises for followers to pore over, every representing a small piece of the singer’s new period. Doorways will open to the general public Tuesday (April 16) and proceed welcoming Swiftie students over the subsequent two days main as much as the 16-track LP’s arrival on Friday (April 19).
The pop-up might be totally different every day, with curators planning so as to add new points to the library because the countdown to Tortured Poets will get shorter. Spotify will doc the modifications on social media; plus, the album’s web page on the streaming platform might be constantly up to date with any surprises Swifties uncover onsite.
“This marketing campaign is a continuation of the work we’ve accomplished in assist of Taylor over her previous few album releases,” Jackie Augustus, Lead, Nation & People, Artist Partnerships, tells Billboard. “The best way Taylor’s followers join with and champion her music is not like every other. We’re excited to deliver this album activation to life for Swifties in LA this week.”
The installment is just the newest little bit of fanfare Swift has loved forward of The Tortured Poets Division, which follows her 2022 Billboard 200-topping effort Midnights. The 14-time Grammy winner has additionally been partnering with Apple Music to pump up followers for the brand new venture, unveiling self-curated playlists primarily based on the “5 levels of heartbreak” earlier this month and, most not too long ago, hiding one-worded clues about her new album within the lyrics to a few of her older songs on the platform.
See Spotify’s announcement beneath.
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