Tag: fan experience

Taylor Swift’s ‘The Life of a Showgirl’ Breaks Spotify’s 2025 Single-Day Streaming Record

October 3, 2025

Taylor Swift has done it again. On October 3, The Life of a Showgirl became Spotify’s most-streamed album in a single day this year, reaching the milestone in less than 11 hours.

Fueled by fan anticipation, immersive experiences, and Taylor’s signature storytelling, the album’s debut was nothing short of spectacular. As streams soared, The Life of a Showgirl proved it was more than a release: It was a cultural moment.

A showstopping launch

In the days leading up to the drop, Spotify partnered with Taylor to bring the world of Showgirl to life through a three-day immersive fan experience in New York City. Fans were able to journey into a vibrant reimagining of the album’s universe complete with glittering photo moments, hidden Easter eggs, and exclusive giveaways.

Whether striking a pose or hunting for surprises, fans helped build the excitement that spilled over into release day. Check out some photos from the experience.

Spotify Celebrates Taylor Swift’s Most Anticipated Album Yet With an Immersive Fan Experience in NYC

September 25, 2025

Swifties, get ready. To celebrate the upcoming release of Taylor Swift’s The Life of a Showgirl, Spotify is inviting fans to step into a dazzling three-day immersive activation in New York City. 

“The Life of a Showgirl: A Spotify Experience” will run from September 30 through October 2 (noon to 9 p.m. ET daily), welcoming fans to discover hidden Easter eggs and capture exclusive photo moments, all inspired by the album. It’s a chance for listeners to experience the next era before it officially arrives, surrounded by the music and visuals that have shaped their anticipation. (Artist will not be in attendance.)

This three-day event is the latest chapter in a global campaign designed to build anticipation for The Life of a Showgirl and bring fans closer to the music.

It all began at 12:12 a.m. on August 12, when a bright orange-and-mint green billboard lit up Times Square with a mysterious Spotify code. Within minutes, fans were scanning, sharing, and listening. The activation was part of a broader rollout across 12 locations worldwide, with each billboard linking to a curated playlist on Taylor’s official Spotify profile.

In the weeks that followed, Taylor revealed the tracklist, launched exclusive merch, and introduced a pre-save meter on her website. As fans reached new milestones, they unlocked a series of Spotify Clips that offered a first look into the world of The Life of a Showgirl.

On Spotify, the Upcoming Releases hub has proven to be an important destination for fans to follow and support their favorite artists—Taylor included. With The Life of a Showgirl, Spotify is helping turn anticipation into a global fan experience online, on the street, and soon, in person.

Check Out SEVENTEEN and Spotify’s CARAT Station Pop-ups in Seoul and New York City

October 28, 2024

Since bursting onto the K-Pop scene in 2015, SEVENTEEN has transcended to global superstardom. Today, more than 30 million user-generated playlists on Spotify feature at least one track from the group. To amp up the excitement for their [RIGHT HERE] world tour, which kicked off in South Korea earlier this month, Spotify has teamed up with SEVENTEEN to bring fans the ultimate pre-concert experience.

From playlist curation to outfit planning, we know the lead-up to a concert is when fan anticipation is at its highest. In honor of SEVENTEEN’s fandom, known as CARATs, Spotify is building exclusive pop-ups ahead of live shows in Seoul, New York City, and Tokyo, where visitors can explore a fantastical train station dedicated to the K-Pop superstars.

“At Spotify, we are committed to supporting Korean artists and enhancing their connections with listeners,” said Jungjoo Park, Head of Music at Spotify Korea. “Our collaboration with SEVENTEEN to bring fans CARAT Station exemplifies our dedication through the creation of unique experiences that celebrate their artistry and special bonds with CARATs.”

Our first stop was Seoul in early October. This past weekend, we brought CARAT Station to New York City. Fans in Tokyo, stay tuned—CARAT Station is heading your way next!

“Spotify’s Music teams in Korea, the U.S., and Japan worked in lockstep to create unique events in each city that feel both authentic to that particular place and connected to the larger CARAT fandom. That’s why you’ll see common threads throughout each experience, but unique elements as well,” said Lucy Davidson, Lead Label Partnerships at Spotify. “When we build an experience in partnership with an artist, we aim not only to bring fans further into their creative world but also to offer something one-of-a-kind that only Spotify can.”

Relive our CARAT Station experiences and see photos from each city below.

CARAT Station Seoul

From October 5 through 11, CARATs in Seoul were invited to step inside the whimsical world of SEVENTEEN. Visitors brought amazing energy as they explored the metro station-themed pop-up in the city’s Gwangjin District, including special photo ops, exclusive merch, and surprise fan chant sessions.

“The subway-themed space displaying our fan chant guide videos left the biggest impression on us,” said SEVENTEEN. “The entire CARAT Station was beautifully decorated and filled with various fun elements that we believe made the time here truly enjoyable. We’re excited for even more visitors to experience this treat. Please have lots of fun and enjoy CARAT Station!”