The publication of Taylor Swift’s new album Midnights on October 21 will serve as more proof of her skill as a businesswoman and marketer.
More than 83 million people have seen Swift’s own videos on TikTok in which she names the songs one at a time after taking a ball out of a bingo machine. On Instagram, her post announcing her album earned 8 million likes. Many of her clothing, accessories, and phrase choices have secret meanings that thousands of fans have speculated about.
The excitement around the release of Swift’s 12th album demonstrates that she is a brilliant marketer in addition to being a talented songwriter. She is already among the best-selling recording artists of all time because to her marketing expertise. Swift uses an ever-evolving burlesque performance of selectively divulging details while retaining an air of mystery and excitement, unlike many musicians who stick to a tried-and-true playbook (social post, press junket, tour).
Her marketing approach incorporates insights that transcend the music and entertainment sectors. Companies and CEOs may surely benefit from studying her promotional approach, much like Ryan Reynolds’ success in advertising after Deadpool.
Taylor Swift Is Continuously Evolving.
Swift first out on the music world as a country artist from Nashville almost twenty years ago. Her personal style consisted largely of cowgirl hats, boots, and long hair.
She has gone through several self-reinventions since then. She once appeared at the Victoria’s Secret Fashion Show and hung out with supermodels in the glitzy year of 1989. (most notably Karlie Kloss). With all-black attire and songs like “I Did Something Bad,” she embraced an edgy persona for 2017’s Reputation.
A more indie, cottage core vibe was present in Folklore and Evermore (2020). Swift styled her hair in a straightforward braid and wore loose-fitting flannel. She worked with well-regarded, less well-known musicians including Haim and Bon Iver.
With songs like “Lavender Haze,” visuals shot in low light, and a collaboration with singer Lana del Rey, the Midnights era tends toward a dreamy, mystical vibe.
These clever image changes keep her fan base interested, and clever partnerships can increase both her fan base and her critical appeal. Swift discussed the pressure she feels to constantly reinvent herself in her 2020 Netflix documentary Miss Americana.
Swift claimed that women artists “had to remake themselves, like, 20 times more than the male artists, or else you’re out of a career.”
According to management expert André Spicer, Swift has mastered this ability, which is essential in the digital age. “Being interesting is a key asset in our digital economy,” writes Spicer. “Curating the ideal selection of intriguing people, events, and things to share through our social media feeds has become an ongoing hunt in our free time.”
Swift exploits “easter eggs”—hidden, self-referential messages that fans are eager to locate, decipher, and share—one of Marvel’s cleverest strategies. The wildly popular superhero series Marvel employs a similar strategy, as shown in the scene in which Dr. Selvig alludes to S.H.I.E.L.D. from The Avengers in the movie Thor. Fans who want to learn more commonly Google these sources.
Using easter eggs, according to Ian Ausdal of WIUX, “works marketing wonders” for franchises and artists because “consumers like the sensation of triumph when they figure out a riddle.”
People search for hints in an artist’s earlier works to learn more. This increases the streams and sales of prior releases and gives them to the audience in a novel way. A musician’s fan base enlarges as a result, says Ausdal. The artist’s popularity grows to previously unknown people as followers collaborate to decode hints.
Swift used tree emoji and French braided her hair prior to the release of Evermore, which eventually turned out to be a nod to the album’s aesthetic. Fans assumed that her re-release of Red would be her next album after she just tweeted a red love emoji. Swift has taught her followers to hunt for the hidden message in each red carpet appearance and social media post by employing this strategy.
She recently explained how the clock is made up of the four different Midnights vinyl releases. Fans were ecstatic about this fact, which will likely increase album sales as they rush to purchase all four copies.
She has previously sold a variety of products to support her albums and songs, from dish towels to opal earrings. Her creations are in high demand because of their excellent craftsmanship and unique designs. Strategic commercial connections also benefit from her attention to detail, claims marketing and career expert Christopher Ming.
Working with companies like Elizabeth Arden, Diet Coke, and Apple Music “feels like no-brainers,” Ming says. But to make advertisements for United Postal Service, Papa John’s, and NCAA Football successful, a certain amount of marketing innovation is required. However, they all did.
Most likely, Swift and her team—especially publicist Tree Paine—have already been successful in making Midnights a huge hit. Swift has been a musician for almost 20 years, and her clever marketing tactics will probably ensure that she continues to be successful for many more.
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