Taylor Swift, a name synonymous with the music industry, has shown her prowess extends beyond the recording studio. Known as a formidable businesswoman, Swift’s strategic and thoughtful career choices highlight her as a true ‘mastermind’ in the realm of business. Here’s a deeper look into why:
I. Unyielding Control Over Intellectual Property:
Swift’s fight for her master recordings is emblematic of her commitment to own her craft. A visionary in the realm of artists’ rights, she turned a personal challenge into an industry-inspiring movement.
- The Backstory of The Taylor’s Version Re-recordings: At the crux of this battle is her dispute with business magnate Scooter Braun, who sold her music masters without her consent. Swift’s brilliant countermove was to rerecord her albums, not only preserving her legacy but also rendering the original versions obsolete. By incorporating unreleased tracks, revamped artwork, exclusive merchandise, and ‘Taylor’s Version’ branding, she ensured her fanbase knew exactly where to direct their support.
- The Progress: As of this writing, Swift’s monumental journey of reclaiming her eras has seen the triumphant return of “Fearless”, “Red”, and “Speak Now”. With “1989 (Taylor’s Version)” slated for release soon (October 27th), fans eagerly anticipate the revival of her namesake’s debut album and the iconic “Reputation”.
Not sure who said it but "Afrer 1989 is released, all she has left to take back are her name and repuation". pic.twitter.com/mHBp7TCdGm
— Andrew (@andrewx221) August 13, 2023
- Sales Speak (Now) Volumes: Billboard statistics reveal a staggering preference for Swift’s new versions. For instance, “Fearless (Taylor’s Version)” outsold its original counterpart by nearly 700,000 units in a comparable timeframe. Similar trends are observed with her other Taylor’s Version albums, indicating fans’ immense support for her venture. Speak Now (Taylor’s Version) broke Spotify’s record for both the most single-day streams for any album in 2023 and for a country album ever. Furthermore, by the way headlines have been reading, Taylor’s Version will be nothing but a multibillion-dollar international success.
II. Direct and Meaningful Engagement with Fans:
Swift’s secret weapon is her genuine connection with her fanbase. Dubbed ‘Swifties’, these friendship bracelet traders are unwavering, even when Taylor herself may be at fault in certain scenarios. But how has Swift kept them loyal? Through the power of the internet.
- Social Media Interactions: Swift’s presence on platforms like Twitter, Instagram, TikTok, and even Tumblr creates a two-way dialogue. By sharing insights, responding to fans, and even dropping hints about her music, she’s made social media a key extension of her brand. For example, The ‘Forever & Always’ singer included exclusive track previews on Tumblr during the heigh of it’s popularity. Showing a more authentic and personal side to herself has allowed fans to feel more connected to the writing process.
- Digital Easter Eggs: Active engagement with fan theories and incorporating clues in her music videos deepens brand loyalty and creates an interactive experience for her listeners. Taylor entices her fans by signaling to past real-world events as well as hints to future music releases.
III. Strategic Brand Collaborations:
Swift’s affiliations, be it with tech giants Apple, AT&T, Diet Coke, or artists like Hayley Williams of Paramore, are meticulously chosen to resonate with her brand image, ensuring mutual growth and visibility. She and her group of A-list girlfriends are known to band together against rivals both industry and personal.
🚨| Taylor Swift in her brand new dress for the “Speak Now” era at tonight’s show of ‘The Eras Tour’! 💜 #TSTheErasTour #KCTSTheErasTour #SpeakNowTaylorsVersion pic.twitter.com/jCRpL2GtVp
— The Eras Tour (@tswifterastour) July 8, 2023
IV. Consistent and Clever Merchandising:
Swift’s merchandise isn’t just about logos on t-shirts; it’s about creating a narrative and an experience.
- Innovative Product Launches: The “Cardigan” from her album “Folklore” wasn’t just a song; it materialized into an actual cardigan, a tangible connection to her art. One of which, she sent to Kobe Bryant’s daughter, Natalia. Similarly, the concept of her “Midnights” album brilliantly translated into collectible vinyl LPs, which when combined, could form a clock, with each hour representing the 12 albums she’s released thus far (with the official branded clock stand of course).
Vanessa Bryant/Instagram/Taylor Swift/YouTube
- Adapting to Market Dynamics: According to Statista, “The Recording Industry Association of America (RIAA) (reports that), CD album sales in the United States have dropped by 95 percent since peaking in 2000 and are currently at their lowest level since 1986, when Whitney Houston’s self-titled debut album topped the Billboard charts. In an era where streaming is dominant, Swift’s approach to releasing limited edition digital downloads and in-store exclusives has kept her sales robust, showcasing her adaptability to industry shifts. Keeping exclusive singles, in-store only tracks and online collectables guarded by an paywall has been a massive success.
Swift’s journey from country to pop, indie, and other genres has expanded her reach, appealing to a broad spectrum of listeners.
- The Power of “Taylor’s Version”: These rereleases serve a dual purpose. They reintroduce classic hits, but also exhibit her vocal evolution, revisiting past emotions with newfound maturity.
- Surprise Albums: Following the acclaim of “Folklore”, Swift surprised fans with its sister album, “Evermore“, amplifying the themes of its predecessor and solidifying her new musical direction.
- Extended Editions: Her current era, “Midnights”, saw two deluxe versions, keeping the content fresh and fans engaged. The Until Dawn edition boasted an additional 8 tracks, including some features from trending artists (ie: Ice Spice’s appearance in a music video riddled with easter eggs).
Swift’s navigation of the digital landscape, with exclusive releases on Apple Music, highlights her ability to adapt and negotiate in the ever-evolving music industry.
Swift understands the changing dynamics of the music industry and positions herself accordingly. She has been known to ‘exclude herself from narratives’ that don’t align with her core brand. For example, Taylor led the march against Spotify’s predatory streaming practices by removing her discography from the platform until they came to a resolution.
VIII. Storytelling and Authenticity:
At the heart of Swift’s brand is her authenticity.
- Lyrical Narratives: Her songs, with their evocative and often specific lyrics, offer fans a window into her world. These lyrics often reference real-life events and objects, grounding her ethereal narratives in tangible reality. You can easily find a list of 239 Taylor Swift stanzas to decorate your next Instagram caption with.
(Pinterest)
- The Lore of “Midnights”: This new album intertwines with past works, reinvigorating older songs and offering fans a treasure hunt of connections and callbacks, deepening their engagement with her catalog. Taylor crafted 23 tracks (24 if you own the Target-exclusive single ‘You’re Losing Me’) a direct follow-up to earlier songs. Some of the singles can even be played side-by-side at the same time for unique listening experiences. And, per usual, she allows the fans to use her lyrical clues to piece together the order on their own playlists. This sleuthing game leads fans to dig deeper and investigate the lore and saga of the ‘Lover House’.
The ‘Eras Tour’: This behemoth amalgamates Swift’s entire musical journey. Timed to perfection, it aims to bring to life the eras that missed out on live performances due to the COVID-19 pandemic. These albums included Lover, Folklore, Evermore, in addition to her current Midnights era. Its scale is not just a testament to her extensive discography but is set to break records, standing testament to her unparalleled stage presence. By labeling this the Eras Tour, it justified the price of some of these obscene ticket resale prices.
The Eras Tour already made history with the most ticket sales in one day. As she is still continuing to tour well into 2024, she may potentially make history as the highest grossing tour of all time. Given that stadium tours are officially returning back into the limelight, either Taylor or Beyonce could potentially hit over $1 billion in revenue.
In accordance with the eras theme, this tour is taking advantage of the perfect storm as a way to speed up the launches of the rerecords. Within a year, Ms. Swift will been able to release Midnights, Speak Now (Taylor’s Version) and 1989 (Taylor’s Version) alongside her tour. Now that Reputation (Taylor’s Version) and Taylor Swift (Taylor’s Version), have been approved by the national trademark office, fans anticipate that these will release within the next calendar year, during her European and Asian legs of the stadium tour.
X. An Advocate with a Purpose:
Beyond her melodies, Swift’s voice rings clear in arenas of social and political advocacy. Unlike certain brands that shy away from conflict, Taylor stands up for causes she believes in.
- Championing Causes: Be it her advocacy for the LGBT+ community, stance against gun violence, or direct engagement with political leaders, Swift ensures her platform is used for postitive impact.
Taylor Swift’s legacy is not just rooted in her musical genius but also in her unparalleled business acumen. Her astute decisions, backed by genuine emotion, ensure she’s not just a fleeting star but a lasting luminary in the vast sky of the music industry.
Our last midnight before Midnights… 🥹🌌https://t.co/jjqUNkpPke pic.twitter.com/d3geVkYUVp
— Taylor Swift (@taylorswift13) October 20, 2022
III. Strategic Brand Collaborations:
Swift’s affiliations, be it with tech giants Apple, AT&T, Diet Coke, or artists like Hayley Williams of Paramore, are meticulously chosen to resonate with her brand image, ensuring mutual growth and visibility. She and her group of A-list girlfriends are known to band together against rivals both industry and personal.
🚨| Taylor Swift in her brand new dress for the “Speak Now” era at tonight’s show of ‘The Eras Tour’! 💜 #TSTheErasTour #KCTSTheErasTour #SpeakNowTaylorsVersion pic.twitter.com/jCRpL2GtVp
— The Eras Tour (@tswifterastour) July 8, 2023
IV. Consistent and Clever Merchandising:
Swift’s merchandise isn’t just about logos on t-shirts; it’s about creating a narrative and an experience.
- Innovative Product Launches: The “Cardigan” from her album “Folklore” wasn’t just a song; it materialized into an actual cardigan, a tangible connection to her art. One of which, she sent to Kobe Bryant’s daughter, Natalia. Similarly, the concept of her “Midnights” album brilliantly translated into collectible vinyl LPs, which when combined, could form a clock, with each hour representing the 12 albums she’s released thus far (with the official branded clock stand of course).
Vanessa Bryant/Instagram/Taylor Swift/YouTube
- Adapting to Market Dynamics: According to Statista, “The Recording Industry Association of America (RIAA) (reports that), CD album sales in the United States have dropped by 95 percent since peaking in 2000 and are currently at their lowest level since 1986, when Whitney Houston’s self-titled debut album topped the Billboard charts. In an era where streaming is dominant, Swift’s approach to releasing limited edition digital downloads and in-store exclusives has kept her sales robust, showcasing her adaptability to industry shifts. Keeping exclusive singles, in-store only tracks and online collectables guarded by an paywall has been a massive success.
Swift’s journey from country to pop, indie, and other genres has expanded her reach, appealing to a broad spectrum of listeners.
- The Power of “Taylor’s Version”: These rereleases serve a dual purpose. They reintroduce classic hits, but also exhibit her vocal evolution, revisiting past emotions with newfound maturity.
- Surprise Albums: Following the acclaim of “Folklore”, Swift surprised fans with its sister album, “Evermore“, amplifying the themes of its predecessor and solidifying her new musical direction.
- Extended Editions: Her current era, “Midnights”, saw two deluxe versions, keeping the content fresh and fans engaged. The Until Dawn edition boasted an additional 8 tracks, including some features from trending artists (ie: Ice Spice’s appearance in a music video riddled with easter eggs).
Swift’s navigation of the digital landscape, with exclusive releases on Apple Music, highlights her ability to adapt and negotiate in the ever-evolving music industry.
Swift understands the changing dynamics of the music industry and positions herself accordingly. She has been known to ‘exclude herself from narratives’ that don’t align with her core brand. For example, Taylor led the march against Spotify’s predatory streaming practices by removing her discography from the platform until they came to a resolution.
VIII. Storytelling and Authenticity:
At the heart of Swift’s brand is her authenticity.
- Lyrical Narratives: Her songs, with their evocative and often specific lyrics, offer fans a window into her world. These lyrics often reference real-life events and objects, grounding her ethereal narratives in tangible reality. You can easily find a list of 239 Taylor Swift stanzas to decorate your next Instagram caption with.
(Pinterest)
- The Lore of “Midnights”: This new album intertwines with past works, reinvigorating older songs and offering fans a treasure hunt of connections and callbacks, deepening their engagement with her catalog. Taylor crafted 23 tracks (24 if you own the Target-exclusive single ‘You’re Losing Me’) a direct follow-up to earlier songs. Some of the singles can even be played side-by-side at the same time for unique listening experiences. And, per usual, she allows the fans to use her lyrical clues to piece together the order on their own playlists. This sleuthing game leads fans to dig deeper and investigate the lore and saga of the ‘Lover House’.
The ‘Eras Tour’: This behemoth amalgamates Swift’s entire musical journey. Timed to perfection, it aims to bring to life the eras that missed out on live performances due to the COVID-19 pandemic. These albums included Lover, Folklore, Evermore, in addition to her current Midnights era. Its scale is not just a testament to her extensive discography but is set to break records, standing testament to her unparalleled stage presence. By labeling this the Eras Tour, it justified the price of some of these obscene ticket resale prices.
The Eras Tour already made history with the most ticket sales in one day. As she is still continuing to tour well into 2024, she may potentially make history as the highest grossing tour of all time. Given that stadium tours are officially returning back into the limelight, either Taylor or Beyonce could potentially hit over $1 billion in revenue.
In accordance with the eras theme, this tour is taking advantage of the perfect storm as a way to speed up the launches of the rerecords. Within a year, Ms. Swift will been able to release Midnights, Speak Now (Taylor’s Version) and 1989 (Taylor’s Version) alongside her tour. Now that Reputation (Taylor’s Version) and Taylor Swift (Taylor’s Version), have been approved by the national trademark office, fans anticipate that these will release within the next calendar year, during her European and Asian legs of the stadium tour.
X. An Advocate with a Purpose:
Beyond her melodies, Swift’s voice rings clear in arenas of social and political advocacy. Unlike certain brands that shy away from conflict, Taylor stands up for causes she believes in.
- Championing Causes: Be it her advocacy for the LGBT+ community, stance against gun violence, or direct engagement with political leaders, Swift ensures her platform is used for postitive impact.
Taylor Swift’s legacy is not just rooted in her musical genius but also in her unparalleled business acumen. Her astute decisions, backed by genuine emotion, ensure she’s not just a fleeting star but a lasting luminary in the vast sky of the music industry.
Our last midnight before Midnights… 🥹🌌https://t.co/jjqUNkpPke pic.twitter.com/d3geVkYUVp
— Taylor Swift (@taylorswift13) October 20, 2022
