Taylor Swift’s new album proves she’s a business genius

Swift’s own videos, in which track names are announced one by one after a ball is drawn from a bingo machine, have amassed more than 83 million views on TikTok. Her album announcement post received 8 million likes on Instagram. Thousands of fans are posting their theories about the hidden meanings behind their outfits, accessories and word choices.

The excitement surrounding her 12th album release proves that Swift isn’t just a great songwriter: she’s an unparalleled marketing genius. Her promotional skills have already made her one of the best-selling recording artists of all time. While many artists follow a tried-and-true script — social post, press party, tour — Swift employs an ever-changing burlesque act, selectively divulging details while maintaining an aura of mystery and excitement.

Their strategy includes marketing lessons that go beyond the music and entertainment industries. Like the commercial success of Ryan Reynolds afterwards Dead PoolBusinesses and CEOs could undoubtedly benefit from studying their advertising book.

Taylor Swift is constantly reinventing herself

Almost two decades ago, Swift emerged as a country singer from Nashville. Cowgirl hats, boots, and big hair were a big part of her personal style.

Since then she has reinvented herself many times. There was the glamor 1989 Era in which she appeared in the Victoria’s Secret Fashion Show and surrounded herself with supermodels (most notably Karlie Kloss). For 2017 CallShe took on an edgy personality with all-black outfits and songs like “I Did Something Bad.”

folklore and always (2020) reflected a more indie cottage core vibe. Swift wore loose-fitting flannel and styled her hair in a simple braid. She has collaborated with critically acclaimed, less mainstream artists such as Haim and Bon Iver.

That midnight Era leans towards a dreamy, mystical vibe, evidenced by tracks with names like “Lavender Haze”, videos shot in low light, and a collaboration with songwriter Lana del Rey.

These sophisticated image changes keep their fan base interested, while strategic collaborations can expand their fan base and critical appeal.

In her 2020 Netflix documentary Miss AmericanaShe spoke of the pressure she feels to keep reinventing herself.

“The female artists I know have to reinvent themselves about 20 times more often than the male artists,” Swift said, “or you’re out of a job.”

Swift has mastered this skill, which is crucial in the digital age, noted management expert André Spicer The guard.

“Being interesting is a valuable asset in our digital economy,” Spicer writes. “Our free time has become an endless search to curate the perfect selection of interesting friends, experiences and objects to share via our social media feeds.”

She employs one of Marvel’s smartest tactics

Swift uses “Easter eggs” — hidden, self-centered messages that fans love to find, analyze, and share.

It’s a similar tactic used by the hugely successful superhero franchise Marvel, such as: Thorif dr Selvig refers to SHIELD The Avengers. Fans often google these references to understand more.

The use of Easter eggs works “marketing wonders” for artists and franchises because “consumers love the sense of accomplishment when they solve a puzzle,” writes Ian Ausdal of WIUX.

“To find answers, they look for clues in artists’ previous work, which increases streams and sales for older releases and markets them to the public in a new light. This leads to the growth of an artist’s fan base,” writes Ausdal. “As fans work together to find clues, excitement about the artist spreads to people who were initially unknown.”

before alwaysUpon its release, Swift styled her hair in a French braid and used tree emoji, which were later revealed to reflect the album’s styling. The simple act of tweeting red heart emojis led fans to suspect her re-release of Red would be her next album.

Using this tactic, Swift has trained her fans to look for the hidden meaning behind every red carpet appearance or social media post.

Smart merchandising and business partnerships

Swift merchandise goes beyond the typical t-shirts and keychains.

She recently revealed how the four separate vinyl editions of midnight form a clock. This detail wowed fans – and will likely boost album sales if they decide to buy all four editions.

In the past she has released everything from tea towels to opal earrings to promote her albums and songs. Fans rave about the quality and design of their pieces, which sell out quickly.

Her attention to detail also extends to strategic business partnerships, writes Christopher Ming, marketing and careers expert.

“Sure, collaborating with brands like Apple Music, Elizabeth Arden and Diet Coke feels like a no-brainer,” Ming writes. “But it takes a certain amount of marketing ingenuity to do campaigns with the work of NCAA football, the United Postal Service and Papa John. But they all did.”

Swift and her team, particularly publicist Tree Paine, have probably already done so midnight a big success. Nearly two decades into her music career, Swift’s clever marketing strategy will likely cement her renewed success for years to come.

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