When we wrote last week about YouTube’s plans to host a live online event with Taylor Swift for the release of her new album ‘Lover’, we pointed out that other streaming services would be doing their own activations around the release.
Spotify revealed its plans yesterday: a playlist called ‘Love, Taylor: The Lover Enhanced Album’. It’s starting as a collection of tracks by other artists who Swift likes (from Dixie Chicks and Lana Del Rey to Nicki Minaj and Phil Collins) with her own new material too. But the playlist will also see Swift releasing a new spoken-word track every day this week revealing a snippet of some lyrics from the new album. Once the album drops this Friday, the playlist will add all its tracks plus “messages from Taylor for fans, story behind the songs and more treats to bring the colourful world of Lover to life”.
It’s the latest example of Spotify stretching its playlist format for an artist-marketing campaign (see also: the Billie Eilish ‘multimedia playlist’ back in March).
There’s also a physical-world aspect to Spotify’s ‘Lover’ campaign: the company will “bring the lyrics to life in love letters from Taylor around the world for fans to discover in surprise locations” this week too.
The ‘Love, Taylor’ playlist already has nearly 260,000 followers on Spotify at the time of writing.