Taylor Swift and Spotify Tease New Album with Mysterious Billboards

New York City, NY — Taylor Swift and Spotify are drumming up excitement for the singer’s new album, The Life of a Showgirl, which is set to be released on October 3, 2025. On Monday, September 29, fans began noticing mysterious Spotify billboards in multiple cities around the world.

The billboards, which come in various colors, feature an outline of Swift’s Eras Tour stage that closely resembles a key. Observers have reported seeing these ads in England, Brazil, and Mexico, but the exact purpose of the campaign remains uncertain. Spotify also shared a graphic of the same design on its Instagram, captioned with a single key emoji and a flaming heart.

This campaign coincides with Spotify’s announcement of a pop-up event in New York City titled The Life of a Showgirl: A Spotify Experience. Scheduled to run from September 30 to October 2, the immersive event will allow fans to discover hidden Easter eggs and take exclusive photos inspired by the album.

In addition to the pop-up, Swift will host Taylor Swift: The Official Release Party of a Showgirl, a special film event in partnership with theaters from October 3 to 5, 2025. Fans are eagerly anticipating the album, especially as more clues and hints about its content continue to emerge.

In the lead-up to the album’s release, some fans attending the Spotify experience have reported finding clues about potential lyrics from the album. One fan observed a note on a vanity that read, ‘Keep it 100,’ similar to a reference made by Travis Kelce on Instagram earlier this year.

As excitement builds for The Life of a Showgirl, Swift’s collaboration with Spotify hints at further surprises to come for her dedicated fanbase.