Whoda thunk. The same sappy, love-sick, boy crazy young girl who brought tweens lyrics like “It’s a love story baby just say yes” and “He’s the reason for the tear drops on my guitar” would turn into an bad***, strong, professional, & independent ultra-mega-super-star.
I must admit, my affection for her has traveled like a roller coaster. As an emotional, small-town teenager myself, I loved her. As a young adult, towards the end of Taylor’s country career, I found her extremely annoying. But as an adult who appreciate strong, positive female role models and savvy business-women, I adore, envy, and respect her.
The woman’s a straight-up marketing genius. She’s authentic, engaging, and relatable. She goes above and beyond to show her customers (fans) that she appreciates their business (obsessions). She’s got the hyped-up release thing down pat. Plus I just feel like I could chill with her, in my sweats, at her NYC apartment, drinking Diet Coke, eating pastries & being totally cool with each other’s love of cats. Tay, if you’re out there, hit me up.
But seriously, can we talk about her 1989 album release tactics? Specifically on Instagram, T-Swiz had fans SHAKING (get it?) (if not just shake it off…) in anticipation of her album’s release with her gradual postings of song lyrics. Some examples:
You get the “picture.” (Ha, I kill me.) Not only was she super engaging with fans online, but offline she literally invited fans to her house(s). Yes, into her home. She had her team scout out the true, die-hard Swifties via different social channels, and then invited them to “Secret Sessions” at her home where they could meet Swift & her kitties (!!!) and listen to the 1989 album before anyone else. This “Swiftie hunting” continued past album release, and Tay would follow up on certain fans’ questions or concerns with things like money, hand-written letters and/or thoughtful gifts. She was (& still is) truly engaged and so so so down to earth.
The real question, though: did all of these tactics actually work?
During the first week that 1989 was released, Taylor had $1.287 million in album sales. That’s the highest-grossing week for an album since the release of Eminem’s “The Eminem Show” in 2002. I think it worked. And I must admit, I helped out those numbers! I think that was the first physical CD I purchased since “From Under the Cork Tree” by Fall Out Boy in 2005. Yikes.
Now, Swizzle is at it again with the launch of her “Bad Blood” music video. Have you seen these insane images with mega-stars she’s been sharing? So far, the lineup consists of some major names along with some bad*** images:
- Taylor: Catastrophe
- Lily Aldridge: Frostbyte
- Zendaya: Cut-Throat
- Haley Williams: The Crimson Curse
- Gigi Hadid: Slay-Z
- Ellie Goulding: Destructa X
- Haliee Steinfeld: The Trinity
- Lena Dunham: Lucky Fiori
- Kendrick Lamar: Welvin Da Great
- Karlie Kloss: Knockout
- Serayah: Dilemma
- Jessica Alba: Domino
- Martha Hunt: Homeslice
- Ellen Pompeo: Luna
- Mariska Hargitay: Justice
- Cara Delevingne: Mother Chucker
- Cindy Crawford: Headmistress
- Selena Gomez: Arsyn
The music video will air May 17th during the Billboard Music Awards, and you bet your Swiftie butt I will be waiting & watching (and posting an update!) And it’s not like I’m this major, crazy, Taylor-obsessed fan. I just am truly intrigued, and all of the exciting lead-up is definitely to blame. I fell for it – hook, line and singer (that’s how it goes, right?) (can’t stop won’t stop) and I’m not ashamed.
T-Swift, you keep doing you, and keep showing the world that even if you started out as a boy-crazy, hormonal, crazy teenager (like we all did), you will get past that and blossom into a smart, talented, professional & inspirational woman if you try.
Here’s the video with some Buzzfeed commentary. Guys, I’ve gotta girl crush. So many powerful women in one place. Can’t. Stop. Watching. That is all.