Taylor Swift and Spotify appear to have something in store for fans ahead of the pop star’s The Life of a Showgirl.
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On Monday (Sept. 29) — just four days ahead of the release of the new album — fans began noticing that cryptic Spotify billboards were popping up in various cities. Though the electronic posters come in different colors, all of them feature the outline of Swift’s Eras Tour stage — which just so happens to closely resemble a key.
So far, fans say they’ve spotted the billboards in England, Brazil and Mexico, but no one is sure what exactly the advertisements are teasing. Spotify also shared a graphic of the same design on Instagram, captioning it simply with a key emoji and flaming heart.
Billboard has reached out to Swift’s rep for comment.
The campaign comes shortly after Spotify announced that it will be hosting an immersive three-day pop-up in honor of The Life of a Showgirl in New York City. Running from Tuesday (Sept. 30) to Thursday (Oct. 2), “The Life of a Showgirl: A Spotify Experience” will allow fans to “discover hidden Easter eggs and capture exclusive photo moments, all inspired by the album,” according to a description.
The next day, Life of a Showgirl will arrive, as will Taylor Swift: The Official Release Party of a Showgirl, a film event Swift hosting in partnership with movie theaters Oct. 3-5.
See Spotify’s mysterious pre-Life of a Showgirl campaign below.
