Music Comes Alive at This Immersive Taylor Swift Experience
There are plenty of talented artists in the world, but nobody has conjured a tangible cultural impact quite like Taylor Swift. Fresh from the biggest tour in history, Taylor has revolutionized music and pop culture with a string of mega hits and critically acclaimed records.
We don’t think there is a person on this planet who doesn’t know the name “Taylor Swift” or can’t sing along to one of her viral songs whether that’s her country bops like “You Belong With Me” and “Love Story” or her catchy pop tunes like “Shake It Off” and “Anti-Hero.” She’s truly a force to be reckoned with in the industry, proving time and time again that her songs will never go out of style.
Streaming platform Spotify celebrates its Global Top Artist with an exciting exhibition that aims to give fans a unique way to experience the pop star’s music. “This is Taylor Swift: A Spotify Playlist Experience” will take Swifties on a journey they will remember forever as they go through several immersive displays and interactive installations that allow them to step into the “Mastermind” of Taylor’s iconic discography. It’s literally like going to the Eras tour except Spotify is going beyond the music and offering a full-sensory experience.
The Beat Asia got to preview this historic event last Feb. 20 at the BVerse Manila at Gateway 2 Mall, Quezon City. Manila is the second Asian city to host the exhibition, following its debut in Jakarta on Feb. 14 to 17. This highlights the country’s close ties with the music icon, being her second-biggest streaming market in the world! It was reported that “This is Taylor Swift” playlist streams surged to 150% in the last three years with Quezon City, Manila, Caloocan, and Davao City being her top cities in the country.
"Taylor Swift’s music shapes culture, sparks connection, and has set numerous worldwide records on Spotify. In the Philippines, her growth has been phenomenal, driven by the unstoppable energy of Filipino Swifties,” said Spotify’s Head of Music Southeast Asia, Kossy Ng. “That’s why we’re excited to bring ‘This Is Taylor Swift: A Spotify Playlist Experience’ to Manila, celebrating her iconic musical eras with the fans who live and breathe her music.”
Manila Swifties can experience “This is Taylor Swift: A Spotify Playlist Experience” from Feb. 21 to 24 with registrations already begun and filled up! If you’re not able to make it, we’re keeping our fingers crossed for it to be extended, but in the meantime, read on to take a closer look at what’s inside this one-of-a-kind immersive experience.
Inside ‘This is Taylor Swift: A Spotify Playlist Experience’
When we first heard about this exhibit, we were expecting a walk down Taylor’s music memory lane. Probably a museum of her album covers while her songs played in the background. We should’ve known that it would be more than that considering it was named as an “experience.” Be prepared to be captivated by stunning light projections, interactive installations, unique merchandise, and tasty treats inspired by the artist's beloved tracks.
The exhibit features six sections, each having a distinct experience that focuses on Taylor’s musical eras. Before starting your journey, you’re given a booklet where you can collect stamps while you go through each room.
Ready to dive in? Here are the highlights:
Step Into the ‘Enchanted Hallway’
Spotify welcomes guests with an immersive entrance that immediately transports visitors into the artist’s world. The hallway comes alive with rotating lights in the signature colors of Taylor Swift’s 11 musical eras, set to the instrumental version of “Enchanted (Taylor’s Version).” It’s quite fitting because it’s almost as if Taylor is there saying, “It’s enchanting to meet you.”
This is also the perfect photo spot to commemorate your visit. Pose against the huge backdrop like you’re on the Grammy red carpet or film a reel as you dance against the colorful lights to your favorite Taylor track!
One thing we thought was lacking, however, is how the section was quite spacious and could have used more visual elements to fill out the space. Perhaps more photos of the singer through her eras or expository displays about her musical journey to introduce fans to the exhibition.
Peruse ‘The Great Collection’
Whether you’re a true blue Swiftie or a casual listener, "The Great Collection" is a fantastic way to explore Taylor Swift’s discography. The room features 11 panels dedicated to each of her eras, showcasing its tracks and video previews as seen on Spotify’s app.
A fun detail was the NFC tags on each panel, which visitors can tap with their phones to access the respective albums on Spotify.
Drown in Music & Lyrics in ‘This Is Me Writing’
An interesting section is the "This Is Me Writing" room where you can literally step into the iconic lyrics in Taylor’s handwriting. The stunning light projection mimics waves crashing on the shore filled with lyrics from some of the singer’s most beloved tracks. You can sit in one of the lounge chairs and stay a while to listen and admire her poetic brilliance as they wash over the shore or walk against the wall and have the words on your skin. Definitely a unique IG-worthy spot!
Fans are also encouraged to share their favorite lyrics from the Spotify app to receive a special “Swag!” souvenir. JSYK, it’s a really cute Mini CD NFC Touch Tag keychain. They have one for each of the albums, so you can always carry a part of her music with you.
Get a Call From Taylor in ‘Message in a Booth’
Sorry, the old Taylor can’t come to the phone right now. Why? Because she’s busy answering calls at the Manila phone booths!
One of the unique things you can experience at the exhibition is the interactive phone booths. Step into the rain room and take cover in one of the phone booths where a single telephone hangs on the corner. Dial “Taylor” and have the pop star herself answer the call to tell you all about the inspiration for some of her songs. The voicemails last about a minute or two and each phone booth has randomized content so you never know what she’s going to talk about next.
It’s probably our favorite section since it gave us further insight into her songwriting and the song’s origins and meaning. Taylor has been known to release voice memos and demos in some of the deluxe versions of her albums, and this was such a unique setup that truly immerses you in the moment — and by moment we mean being on the phone with Taylor Swift!
Taste the Sweetness at ‘Chocolate Street’
Remember we mentioned it’s a full-sensory experience? Well, that includes taste! At "Chocolate Street," you can select your favorite-colored chocolate ball (inspired by the album eras’ colors, of course) and drop them into hot milk to make the most decadent chocolate beverage. This also comes with a sweet souvenir: a Swiftie friendship bracelet!
Right next to "Chocolate Street" is "Pictures to Keep," which are two photo booths where you take snaps and design them with Taylor Swift-era-inspired frames!
Elevating Fans’ Music Experience
After going through all the sections and trying out the booths, there’s no doubt that Spotify was able to fulfill its goal of elevating fans’ musical experience; to go beyond just sound and present Taylor Swift’s beloved discography in a more tangible and fun way.
Additionally, Spotify also launched an exclusive in-app experience so fans everywhere can join in on the fun. Spotify users can discover which Taylor Swift era they’re currently in based on which album they are listening to the most. It’s quite interactive too as it lets users guess which era they think they’re in first before revealing the album based on streams.
Afterward, it curates a special “This Is Taylor Swift (My Version)” playlist, which consists of your most-listened-to tracks. We believe this tay-lored (pun intended) listening experience celebrates each fan’s personal connection to her music, which makes them feel closer to the artist and stirs up nostalgia as they look back on how her songs have accompanied them through all these years and how they became the soundtrack of their lives.
The bottom line is it’s an enjoyable experience for Swifties and casual listeners alike, one that centers on her music and its connection with the fans.
Location: BVerse Manila, Gateway 2 Mall, Quezon City
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