Table of contents
- The Power of Taylor Swift's Brand
- Unconventional Marketing for the 'Reputation' Album
- Building Fan Loyalty and Engagement
The Power of Taylor Swift's Brand
In contrast to Sam Smith and Liam Gallagher, who adhere to conventional marketing and publicity campaigns (Music Week), Taylor Swift has ascended to the status of an iconic legend, boasting an impressive track record of five #1 singles as a lead artist and five out of six #1 albums (Chris Ming). Her latest album, "Reputation," was unveiled alongside the announcement of her highly anticipated "Reputation World Tour." Taylor Swift's brand primarily revolves around a teenage girls' audience, as one critic noted that "Look what you made me do" marks the fifth #1 single in Taylor Swift's illustrious career. Nonetheless, it received mixed reviews from critics, despite the assurance of selling millions of copies to her dedicated fan base.
Taylor Swift has masterfully crafted a peerless marketing machine (Chris Ming), transforming herself into a cultural icon. Her ability to undergo a profound metamorphosis in her "core sound" (PR Daily) allowed her to transition from country music to pop music seamlessly. Taylor Swift's marketing campaign for the "Reputation" album was nothing short of extraordinary, as "Look what you made me do" amassed a staggering 43.2 million plays within the first 24 hours of its release.
Unconventional Marketing for the 'Reputation' Album
Upon the release of "Look what you made me do," it took merely 30 minutes for Taylor to top the iTunes Chart, breaking first-day Spotify streaming records with 8 million streams (Adele Cehrs). The groundbreaking "Reputation" album amassed an impressive 400,000 pre-orders and sold 1.22 million copies within its debut week, securing its place as the best-selling album of 2017 (Chris Ming). According to Vulture, Swift's "Look What You Made Me Do" shattered numerous streaming records within a week of its release, making it the most significant video debut in YouTube history, garnering 43.2 million views after premiering during the VMAs (Beki Winchel). Taylor Swift's marketing strategy included a brilliant blend of social media engagements and television appearances. On August 18, 2017, she wiped her social media accounts clean, creating a whirlwind of speculation and rumors among her 250 million followers about a potential album release (Variety). Cryptic videos of a "Snake moving its tail" and "a snake striking" were posted on all her social media platforms.
On August 23rd, Taylor Swift surprised fans and industry observers by announcing the release of the "Reputation" album on November 10th, deviating from the usual Friday album release tradition (Variety). The single "Look What You Made Me Do" was released on August 24th at 11:30 pm Eastern Time on Spotify, Apple Music, and iTunes. The song exuded a dark and menacing tone, igniting social media conspiracies surrounding Kanye West, but regardless of the divisive feedback, it soared to the top of iTunes and Streaming Services (Variety). The release of "Look What You Made Me Do" was accompanied by a press release detailing the pre-ordering options for the "Reputation" album, along with exclusive partnerships. Additionally, a teaser for the song's music video was launched on the American morning show "Good Morning America" and on Instagram on August 25th.
Building Fan Loyalty and Engagement
Taylor Swift's marketing approach partly relies on creating drama that offers fans insight into her celebrity feuds with A-listers like Kanye West and Katy Perry, her tumultuous relationships, and her ever-changing group of friends in her inner circle (Forbes). She was portrayed as a villain, providing a captivating "superhero act" that transformed her into a cunning, enigmatic character (Forbes). Taylor Swift has made conscious efforts to engage with her fans, fondly referred to as "Swifties," through social media prompts (Angela Allan).
Taylor Swift and her management team introduced the "beat the bots" initiative, encouraging her fans to undertake various tasks to demonstrate their loyalty by positioning themselves against scalpers and bots (Christopher Ming). Swifties tweeted about purchasing the "Reputation" album and even spent money on merchandise like the snake ring, fostering a sense of closeness to Taylor Swift and enhancing their chances of acquiring concert tickets. This strategy earned them priority access to her live shows, considering that tickets sell out within seconds (Christopher Ming). Ironically, in a world where streaming constitutes 60% of music consumption within the United States and offers free options, purchasing an album holds significant value.
As Taylor Swift eloquently expressed in the WSJ, she recognizes the challenge of captivating an audience in the YouTube generation, where most fans have already seen her shows online. To continue surprising and delighting her fans, she introduced numerous special guest performers during her stadium tour (WSJ). Through these creative marketing tactics, Taylor Swift and her team have astutely identified and catered to their target market, sustaining their interest through a Loyal Program.
Taylor Swift has forged valuable partnerships with various industries, including Diet Coke, Apple, and Keds. The launch of the "Reputation" album, particularly with the release of "Look What You Made Me Do," further enhanced her appeal to lucrative partner deals (Forbes). She effectively utilized prime-time TV shows and ESPN college football network, targeting her young audience (Forbes), and inked an exclusive deal with Target in the United States, offering an exclusive album and magazine to further promote her work.
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