The “Secret Sessions”, which first began in 2014, are fan-only listening parties where Taylor previews her new album for Swifties weeks before it hits stores. Taylor personally selects the fans that get invited into her various homes for a sneak peek of all her soon-to-be-released songs.
Taylor’s secret sessions have become a regular tradition — as long as the many secrets around the upcoming album don’t get leaked by fans who heard it in advance. “What happens in the secret sessions, STAYS in the secret sessions,” Taylor said. No two listening parties are the same, and they are customized to fit the themes and motifs of the corresponding album.
For 1989, reputation and Lover, iHeartRadio and Taylor collaborated for exclusive listening sessions on the release date of each album.
For 1989, fans were also invited to a rooftop in New York City, where Taylor sang new songs from 1989 and explained the stories behind each one. Additionally, the Empire State Building lit up in different colors to the beat of Taylor’s songs. The session was streamed on iHeartRadio‘s website, so fans could join the concert from around the world.