QR code, excerpts of lyrics, song titles… Fans put together the pieces of the puzzle while waiting for the release on Friday of The Tortured Poets Department.
All means are good to maintain fans’ interest as a new album approaches. Dua Lipa unveils preview tracks, Billie Eilish displays lyrics on billboards and Taylor Swift opens a pop-up store. To promote The Tortured Poets Department, her next record, the 34-year-old singer went so far as to install a library full of books with clues in the middle of the street in Los Angeles.
«Lost The Game Of Chance, What Are The Chances?», «As she was leaving, it felt like breathing», «One less Temptress. One less Dagger To Sharpen»… Every day, in its window, the pop-up store reveals what appear to be song lyrics. But these are not the only clues left by Taylor Swift. On the shelves, many books indicate on their spine the titles of the pieces of The Tortured Poets Department, in stores Friday. Among the 16 tracks that make up the album are two duets, one with the rapper Post Malone, the other with the singer Florence + The Machine.
“This campaign is a continuation of the work we have done to support Taylor during the release of her latest albums, explains Jackie Augustus, Head of Country & Folk at Spotify, to Billboard . The way Taylor’s fans connect with and champion her music is unlike any other. We’re excited to bring this album to life for the Swifties in Los Angeles this week.”
But it’s not only in Los Angeles that fans can discover some secrets about this new album. Across the globe, Taylor Swift and her teams have had the walls of certain buildings covered in the colors of the record. London, Chicago, Paris, Nashville, Toronto, São Paulo… In each city, a QR code is displayed and reveals, to anyone who wants to scan it, a different letter allowing them to guess a still mysterious word.
The Tortured Poets Department, the new album by the American star, will be available from Friday, while she is launched, since the beginning of 2023, on an XXL world tour. As part of its Eras TourTaylor Swift will be in Paris La Defense from May 9 to 12 and in Lyon on June 2 and 3.