Fans got an early glimpse into The Life of a Showgirl this week when Spotify opened an immersive pop‑up in New York City that revealed snippets of unreleased lyrics. The experience — filled with themed décor, album visuals and hidden easter eggs — gave visitors a first look at lines from songs on the new record ahead of its Friday release.

The pop‑up opened on Wednesday, Sept. 30, and attendees quickly discovered phrases tucked throughout the space. One message, written in orange across a mirror, read:

“Oftentimes it doesn’t feel so glamorous to be me.”

Another line, displayed on a banner above a stage modeled after a Las Vegas set, read:

“Everyone’s unbothered ’til they’re not.”

After appearing at the pop‑up, those phrases were projected onto Spotify billboards in several cities — including New York City, Los Angeles, Las Vegas and São Paulo — extending the Easter‑egg hunt beyond the venue.

The Spotify installation remains open through Thursday, Oct. 2, so more surprises could still surface before the album’s official drop on Friday, Oct. 3. In addition to the pop‑up revelations, Swift has been teasing additional lines through stylized lettering on streaming platforms, where capitalized letters in her Apple Music lyrics have hinted at further phrases such as, “They don’t make loyalty like they used to.”

These lyric reveals are among several puzzle pieces assembled in the run‑up to the release. Billboard has also reported that one track on the album interpolates George Michael’s “Father Figure,” incorporated into a song that shares the same title.

Swift’s release‑week schedule features multiple promotional events: a theatrical presentation titled The Release Party of a Showgirl will screen in cinemas on Friday, and she is slated for appearances on The Graham Norton Show, The Tonight Show Starring Jimmy Fallon and Late Night With Seth Meyers.

Social posts documenting the pop‑up surfaced quickly. One photo of the mirror message circulated on X (formerly Twitter), and another fan video captured the banner reveal above the stage. (See linked posts for context.)

Mirror reveal on X ·
Banner reveal on X