It’s been an eventful week for Taylor Swift. Her new album “The Tortured Poets Department” comes out Friday, April 19, and despite announcing it after winning the Grammy for Best Pop Vocal album, she hasn’t spoken about it much aside from some of her Eras Tour performances and announcing different variants of the album with exclusive bonus tracks.
Related: Taylor Swift arrives at the Grove for the Eras Tour Premiere in Los Angeles
After the Coachella lineup was announced in January, speculation emerged about Swift’s potential attendance and possible guest performances. It timed perfectly with a break in performances for her sold out Eras Tour. Her friends and collaborators Lana Del Rey, Jack Antonoff, Sabrina Carpenter and Ice Spice were all set to perform. And her boyfriend planned to attend this year. Surely if she didn’t come out on stage to sing a song, she’d at least go and support her friends?
Sure enough, on Saturday, the “Getaway Car” singer was spotted backstage with boyfriend Travis Kelce at Coachella, supporting her friend and collaborator Jack Antonoff during his band Bleachers’ set at the Mojave Tent.
Taylor Swift and Travis Kelce spotted supporting Jack Antonoff during Bleachers performance at Weekend One of Coachella 2024
: https://t.co/cKlEu37TxI#COACHELLA #Coachella2024 @pressenterprise pic.twitter.com/eZF8iKxAJ0
— Carolyn Burt (@CarolynBurt_) April 14, 2024
Shortly after, the pair made their way into the crowd to watch Ice Spice perform at the Sahara Tent. Ice Spice hyped out the crowd by saying “Shout out to Taylor Swift” before the rapper performed “Karma (Remix)” that she’s featured on, as Swift watched the performance among fans, including her former tour mate Sabrina Carpenter.
Related: Highlights from Coachella 2024
On Monday, Swift’s marketing plan for her new album seemed to go pedal to the metal when various fan experiences emerged across the country and on social media. In Chicago, a QR code wall mural was painted using the acronym for her upcoming album, “TTPD,” as well as her favorite number, 13. When scanned it takes fans to a YouTube Shorts video with the message “error 321”. On Apple Music, songs had random capitalized letters to indicate a secret message. And in Los Angeles, a library installation was installed in partnership with Spotify at the Grove mall.
so you know how we’ve been saying there’s going to be trial/investigation themes throughout #TSTTPD? the fonts and staggering of words/letters throughout the TTPD promo reminded me of stenographers/court reporters.. aka the person who takes notes during a trial @taylornation13 pic.twitter.com/IJfDIdgZYG
— taylor (taylor’s version) (@taylorcurl1) April 15, 2024
Everything that happened today:
A 1/10
1. Taylor Swift’s insta page became promo with a countdown until the #TSTTPD drop. It told us to do to threads, and we crashed the site. “ttpd” sparkles on threads. pic.twitter.com/aSmM4GSbT8
— Lexa: Chair of the Chaotic Authors Department (@BlankSpaceProd) April 16, 2024
Swifties just standing on the side of a Chicago street staring at 3 people hand paint a QR code out of TTPDs and 13s. I couldn’t imagine loving another artist @taylornation13 @taylorswift13 thank you Taylor for giving this to us pic.twitter.com/rydcf2L7kv
— keish in her lover era (@missamerikeisha) April 15, 2024
THE CHICAGO QR CODE LEADS TO AN UNLISTED YOUTUBE VIDEO MEANING THERE’S PROBABLY MORE QR CODES AND VIDEOS COMING #TSTTPD pic.twitter.com/2n1TUMYh9m
— shannon (@holygroundsound) April 15, 2024
Swifties watching paint dry again.. oh we are SO back pic.twitter.com/Nt9su3JCO8
— Bobby | POETS ERA (@swiftieboston) April 15, 2024
Swifties showed up in typically Swiftie fashion, early and prepared, posting updates to social media as the experience was being installed, as early as 5 a.m. TikTok user Alex Day, with the handle “repudaytion” appeared to be the first fan to make their way to the Grove. The Swiftie began documenting as the experience was being built to let fans know what they could expect.
Alrighty! Lets see what secrets we can uncover! #taylorswift #swifties #ttpd #torturedpoets #spotifylibrarypopup #thegrove #spotifyttpd
Before the sun was out, fans were already lining up to be among the first to experience the pop-up. By 9:30 a.m. the line had already made its way down the block and expanded from Gilmore Lane to 3rd Street.
The line is LONG here in LA! We’re excited for spotify’s #TTPD #popup !! #taylorswift #ttpd #swiftie #swifttok #thegrove
♬ nhạc nền – Mark.swiftie – Mark.swiftie
Line at the grove!! #taylorswift #thegrove #ttpd #torturedpoetsdepartment #tpd @Taylor Swift @Taylor Nation
Ive been here since 6am and im number 10 in line. (Check x for line updates) cant wait for everyones first day at the tortured poets department!!!! @Taylor Swift @Taylor nation #TSTTPD #TaylorSwift #thegrove #losangeles
♬ Enchanted (Taylor’s Version) – Taylor Swift
@The Grove is preparing for #thetorturedpoetsdepartment library #taylorswift #swiftie #swifttok #ttpd @Taylor Swift @Taylor Nation @Spotify
♬ nhạc nền – Mark.swiftie – Mark.swiftie
im here at the tortured poets department installation at the grove!!! im so so EXCITED!!!now .. we wait! #taylorswift #thetorturedpoetsdepartment #thegrove
TTPD LIBRARY INSTALLATION WAITING! #TTPD #taylorswift #thegrove
♬ Style (Taylor’s Version) – Taylor Swift
not a huge line yet but we’ll see!! #taylorswift #swiftie #ttpd #thegrove #losangeles
♬ New Romantics (Taylor’s Version) – Taylor Swift
TTPD pop up at the grove #ttpd #taylorswift #taylornation @Taylor Swift @Taylor Nation
♬ original sound – Reagan Baylee
are you coming to the Grove to see the pop up?? #thegrove #ts11 #thetorturedpoetsdepartment #ttpd #reputation #reputationtaylorsversion #surprisesong #specialannouncement #1989taylorsversion #tstheerastourfilm #tstheerastourmovie #theerastourmovie #erastourfilm #theerastour #tstheerastour #taylornation #swiftie #stadiumtour #cruelsummer #reputation #disneyplus #lover #redtv #speaknowtaylorsversion #fearlesstaylorsversion #folklore #midnights #evermore #debut #likesforlike #свифти #тейлорсвифт #музыка #жизньвсша #GRAMMY #grammy2024 #6 #13 #reputation #reputationtaylorsversion #saopaulo #Brazil #saopaulotheerastour #saopaulosurprisesongs #surprisesong #specialannouncement #1989taylorsversion #1989merch #newmerch #tstheerastourfilm #tstheerastourmovie #amc #regal #theerastourmovie #erastourfilm #cinemark #theerastour #theerastour #tstheerastour #taylornation #swiftie #stadiumtour #cruelsummer #reputation #friendshipbracelets #taylorswift #meetmeatmidnight #theerastourtaylorswift #taylorsversion #likesforlike #followforfollowback #лайки #тейлорсвифт #lover #latstheerastour #1989taylorsversion #1989 #surprisesong #acousticcovers #acousticsong #deathbyathousadcuts #dbatc #maroon #yoyok #youreonyourownkid #losangeles #sofi #dream #theerastour #erastourmerch #tips #taylorswiftedit #fyp #foryou #foryoupage #4u #lover #evermore #folklore #midnights #concert #speaknowtaylorsversion #icanseeyou #electrictouch #falloutboy #patrickstump #hayleywilliams #paramore #timeless #ranking #vaultranking #redcarpet #losangeles #wow #taylena #grwmroutine #getreadywithme #lucky #thegrove #amc #lust #saydontgo #nowthatwedonttalk #suburbanlegends #whatif #aquamarine #moonlitswimmingpool #allineedisyou #isitovernow #snake #redcarpet #taylorredcarpet #grammyredcarpet
♬ Is It Over Now? (Taylor’s Version) (From The Vault) – Taylor Swift
Wear sunscreen Swifities!!! #taylorswift #ttpd #thetorturedpoetsdepartment @Taylor Swift @The Grove
♬ nhạc nền – Mark.swiftie – Mark.swiftie
Taylor mania begins!! #TaylorSwift #thegrove pic.twitter.com/IEULDWeI6v
— Kris Mayle (@kaymay1990) April 16, 2024
Fans took to social media to share that the pop up seems to be filled with possible clues and Easter eggs for Swifties to decode ahead of her 11th studio album.
Birds? Gold cages? A calendar? Number two?? Tayloooor what that means!! #taylorswift #thegrove #ttpd #torturedpoetsdepartment #tpd @Taylor Swift @Taylor Nation
♬ Style (Taylor’s Version) – Taylor Swift
Notably, this is the first album from Swift where she has not released a single ahead of the album, making fans even more eager to experience the pop-up for crumbs of information.
how cool is this?? the Spotify TTPD library installation at The Grove in Los Angeles New lyrics are revealed!! #TaylorSwift #SwiftTok #TTPD #ReleaseWeek #EasterEggs #clues #thegrove @Taylor Swift
♬ Hits Different – Taylor Swift
someone said this is giving morgue and pointed out it could be ‘I hereby conduct this post-mortem autopsy’, that’s because she’s doing an examination of everything that died within the relationship! last song released was you’re losing me (I can’t find a pulse) OMG #TSTTPD pic.twitter.com/1pWFaK9OT6
— sara𓆚 eras ‘24 (@mirrorswifft) April 16, 2024
they asked us what songs were most excited to hear #TSTTPD pic.twitter.com/xQaUvsVGsc
— yising (@yisingkao) April 16, 2024
the bookshelves!! this is amazing #TSTTPD pic.twitter.com/cxNE21nhig
— yising (@yisingkao) April 16, 2024
all’s fair in love and poetry first day as a tortured poets department intern was a success!! @taylornation13 @taylorswift13 #TSTTPD pic.twitter.com/aeHkpc1QYs
— yising (@yisingkao) April 16, 2024
the 2pm clock will haunt me forever #TSTTPD pic.twitter.com/5QYqfrtbw0
— yising (@yisingkao) April 16, 2024
what does the tambourine mean #TSTTPD pic.twitter.com/7cOLLdtS7b
— yising (@yisingkao) April 16, 2024
this was the only notebook i saw on the shelf!! #TSTTPD @taylornation13 @taylorswift13 pic.twitter.com/MqxjlgB0j2
— yising (@yisingkao) April 16, 2024
the tortured poets department bookmark they gave us is so cute book girly swifties are THRIVING!!! #TSTTPD pic.twitter.com/CV2gP3vAbe
— yising (@yisingkao) April 16, 2024
can anyone read what the top of the typewriter says #TSTTPD pic.twitter.com/d313qonAyy
— yising (@yisingkao) April 16, 2024
This is Diana of Ephesus, she is the goddess of childbirth and fertility and the goddess of the moon.
The original statue of Diana crumbled while waiting to be shipped to London in the 6th century due to years of neglect, succumbing to the passage of time and the elements. pic.twitter.com/NcR98FNY5J
— alu (@vigilantesht) April 16, 2024
SHE KNOWS ME SO WELL! YOU GET A BOOK MARK OF THE TRACKLIST!!!! @taylornation13 @taylorswift13 #TSTTPD pic.twitter.com/ZbIDWtxG79
— FD (@francisdominiic) April 16, 2024
I THINK I FOUND THE PUZZLE?!?!!! it’s called the bgraamiens line puzzle and it’s known for being very difficult to solve!!! #TSTTPD pic.twitter.com/mRlc2hpiHo
— ariana ♫ (@japrilss) April 16, 2024
try explaining the significance of this to a normal person https://t.co/lkodLgkrOq
— liz (@AstoundingSwift) April 16, 2024
Taylor Swift made a reference to her 6-year relationship using 72 mailboxes at “The Tortured Poets Department” library.
72 months equate to 6 years. pic.twitter.com/Z9te5go4aj
— Taylor Swift Charts (@chartstswift) April 16, 2024
DECEMBER 13 WAS NOT A FRIDAY WHEN SHE WAS BORN I REPEAT DECEMBER 13 WAS NOT A FRIDAY IN 1989 https://t.co/IUz3rMeQeI
— peyton is a tortured poet (@sstolenstares) April 16, 2024
Ive never been more convinced that she’s releasing Debut TV on her birthday this year pic.twitter.com/6e4x1edPcR
— Raghav • NYC | Dress stan Swiftball Staff (@RaghavsRep) April 16, 2024
Puzzle pieces in jars, empty bird cages, a perpetual calendar set to Friday, December 13, books open with possible lyrics “Even statues crumble, if they’re made to wait,” and a letter from Swift, or “The Chairman of the Tortured Poets Department,” as it’s signed.
“And so I enter into evidence
My tarnished coat of arms
My muses, acquired like bruises
My talismans and charms
The tick,
tick,
tick
Of love bombs
My veins of pitch black ink
All’s fair in love and poetry
Sincerely,
The Chairman
Of the Tortured Poets Department”
Note: There appears to be a typo in the above lyrics. “Talimans” should be spelled “talismans,” however with Swift’s background of leaving clues we’ve opted to leave the lyrics as is.
“EVEN STATUES CRUMBLE IF THEYRE MADE TO WAIT” PH MY GOD pic.twitter.com/c1baS7ywdw
— rohan (@rohandbatc) April 16, 2024
The tick,
tick,
tick
of love bombs#TSTTPD @taylornation13 @taylorswift13 pic.twitter.com/6ngxprdKt4
— Cecilia (@ceciliaychen16) April 16, 2024
The Spotify Library installation is open to the public and available to view April 16-18 from 10 a.m. to 9 p.m. on 1st and Bow St at the Grove outdoor mall in Los Angeles, California.