With the Eras Tour bringing in 180 million euros to Milan’s economy alone, Taylor Swift’s success is no fluke but the result of a masterful communication strategy. From songwriting to her relationship with the fandom, every step has been calculated and genius, leading her to headline more than 150 sold-out shows and join the exclusive billionaire club.
Songwriting: how Taylor Swift combines poetry and pop
It’s important to remember that none of this would have been possible without her innate talent as a singer, but more specifically, as a songwriter. Although some people dismiss Swift for only singing about her breakups, linguists found that the most used noun and theme of her songs is “time”. This study clearly highlights the reason why her songs resonate with people of all genders, sexual orientations and ages. Her songs are stories, they’re introspective and address emotions and feelings we all experience or have experienced in the past.
Experts in music theory generally agree that Swift’s music is more complex than some may believe. Associate Professor and Chair of Popular Music at the University of Oregon, Toby Koenigsberg, describes the star’s music as “familiar yet distinctive, accessible but not trite”.
Not only is she able to talk about universal experiences in a nuanced yet harmonious way, but her lyricism is also impeccable. Through the use of literary devices and rhetorical figures she has essentially created multiple albums of “sing-along” poetry.
«Cold was the steel of my axe to grind
For the boys who broke my heart
Now I send their babies presents
Gold was the colour of the leaves
When I showed you around Centennial Park
Hell was the journey but it brought me heaven»
–Invisible Strings, Taylor Swift
Genres: from country music to indie folk
Another reason Swift is a master of communication is her ability to change genre. From country music to indie folk, there’s likely an album for everyone’s taste in music. While genre-shifting was not invented by Swift, she has shown tremendous foresight in deciding when to make these changes. For instance, her first pop album 1989, strategically released in 2014 at the height of EDM’s popularity, satisfied a craving for dance-pop music that also authentically represented the artist’s persona.
Furthermore, her jump to indie folk with the release of Folklore and Evermore coincided with the 2020 lockdowns. As people were forced to slow down and stay home, the melancholic descriptions of nature and imaginary characters provided an escape from the insular monotony of the lockdown.
Brand: how Swift built her brand
This incredible foresight not only benefited the singer in genre changes, but it also served her well in building her brand. Unlike other pop-stars who chose to distance themselves from their fans, Swift has maintained a close relationship with her fandom.
Before her enormous success following the pandemic, Swift often invited a small group of her biggest fans to her home to preview the latest album. Even today, during the Eras Tour, she selects a fan from the audience to receive the hat she wears during one of the numbers. This lucky person is seldom randomly picked from the crowd, but rather carefully chosen. Swift has a reputation for showing support to fans who speak about her on social-media, further solidifying her bond with the fandom.
This close relationship is one of the main reasons she was able to cultivate a core group of loyal fans. But, more importantly, it helped her appear more kind and likeable in the eyes of the public.
Another strategic choice in communicating her image came in 2016, when Taylor Swift spoke out publicly against Donald Trump. Despite being advised against it, due to her country music roots and thus strong connection with American Republican states, the choice only managed to positively boost her brand.
When it comes to business moves Swift is credited with having had one of the best ideas of the industry. After losing the rights to her masters to her former record label, the singer decided to re-record and distribute all of her old albums. This was a game changer. In doing so she reacquired the rights to her masters but also managed to generate excitement around the old albums by adding unreleased songs, often featuring other famous singers.
Cultural impact: a momentous occasion
Needless to say, Taylor Swift’s incredible music catalogue, paired with her business acumen, have given her the Midas touch. The Eras Tour, which came to Milan this past weekend, has been described as a momentous occasion in culture. Celebrities, politicians and royalty alike have attended so far and the boost it has given to local economies is unmatched.
If there’s one thing brands can and should learn from Swift’s success is that with quality products, authenticity and foresight the sky’s the limit.
