PP 4 - Wild Card

Taylor Swift in International PR

It is no surprise at all that Taylor Swift reigns supreme as the media darling this year. Her Eras Tour has become a cultural and economic phenomenon that hasn't been seen before. It's projected to gross $1 billion, making it the most successful financial tour in music history. Whether you're a swiftie or not, you can't deny her and her team's business prowess and savvy communications strategies. 

From reclaiming ownership of her music to igniting a media firestorm around a 10-minute song and associated short film, Swift is a master of controlling the narrative. Since 2019 she's been in the process of re-recording her first six albums to regain control and artistic autonomy. Tagging each song and album as "Taylor's Version" prompted her fans to update their playlists and stream only the re-recordings of her back catalog. As a result, the streams of Taylor's versions have far exceeded the originals. 

And when Swift released "Red (Taylor's Version)" in 2021, the re-recording included a never-before-heard 10-minute version of longtime fan favorite "All Too Well". With lyrics laced with intimate anecdotes, pointed descriptions, and imaginative metaphors of a past love interest, the extended version engaged Swifties to do what they do best: dissect and surmise. As rumors swirled, Swift remained silent, letting her fans weave an intricate web of timelines and theories about who the mystery man could be. This is a testament to Swift's incredible ability to control the narrative, even when she's not engaging in it. 

Swift is a master at direct-to-consumer marketing. Through her exclusive meet-and-greets, Secret Sessions, and active presence on social media, it's evident that her fans' wishes are always at the heart of every decision she makes. As a result, her fans valiantly defend her in times of crisis and serve as a powerful PR engine. For example, ahead of the "Midnights" release last October, Swift shared "Midnights Mayhem with Me", a series of videos that revealed each of the album's 13 tracks using a bingo machine and numbered balls. This kept fans on the edge of their seats, resulting in her most successful album drop to date. Most recently, for the release of her concert film, "TAYLOR SWIFT THE ERAS TOUR", Swift cut out the Hollywood middle man and went straight to AMC theaters - a smart business move as it not only got the film (and fans) to the theater sooner but also boosted Swift's revenue. 

Despite her icon status, Swift is effortlessly relatable. Her self-deprecating humor, honest lyrics, genuine compassion, and deep interest in her fans' opinions make her feel like a best friend. She's unabashedly herself and has an unparalleled ability to connect with fans through real-life storytelling and vulnerability. 

Swift seems to understand that a personal brand is a promise, and her promise consists of being authentic and transparent with the public. Swift's foray into football as the girlfriend of Travis Kelce and a new diehard fan of the Kansas City Chiefs. On NFL broadcasts, Swift doesn't appear to put on a fake show for football fans. On the contrary, she comes across as just another fan, ingratiating herself with a totally new audience, but in the same old ways - authenticity and transparency. The visceral excitement of the NFL resonates with millions of fans, and Swift embodies that same energy. 

Because Swift has allowed herself to be swept up in NFL fandom, she has conveyed a unique sense of humanity and even humility that many didn't expect. She's gone from the star attraction at sell-out concerts to just one of tens to thousands of fans at a given stadium, bringing her down to a more personal, relatable level. She has grown her own brand and even grown the brand of the NFL by bringing her audience to the Chiefs. 

Swift loves to engage fans by hiding Easter eggs in her lyrics, music videos, performances, public appearances, and promotions. Her latest tour is no exception. The costumes, props, elaborate stage design, and dance moves hold clues about future projects, eliciting wild analyses, speculation, and fan theories on TikTok about what these cryptic messages could mean. Through her storytelling and stagecraft, Swift infuses elements of suspense. On the Eras Tour, she keeps her fans guessing and then delights them by playing surprise songs at every show. 

I have been a fan of Taylor Swift since I was a little kid and for me, it is incredible to see that she keeps on being in the spotlight day after day. This proves that her team's PR strategies are working very well and if I could guess I would say that she will remain in the spotlight for many years to come.