About case study 1 Essay

Unlike Sam Smith and Liam Gallagher who maintain and develop a traditional marketing and publicity campaign (Music Week) Taylor Swift has become a generically legend with A track record of five #1 singles as a lead artist and five (out of six) #1 albums (Chris Ming), her most recent album drop “Reputation” in conjunction with the accouncement of the her “Reputation World Tour”. Taylor Swifts brand is maintained by her based which mainly teenage girls’ audience as one critic states about “Look what you made me do “is the fifth number 1 single off Taylor Swift’s career. It’s also a failure… where Reputation will likely sell a few million copies to her broad base of hard-core fans while nonetheless being dismissed by critics.” (Chris Ming). Taylor Swift has created a “second-to-none marketing machine” (Chris Ming) allow them to develop into a cultural Icon. She has the ability to make a drastic change in her “core sound” (PR Daily) allowing Taylor Swift to move from a country music to pop music. Taylor Swifts Marketing Campaign marketed the “reputation” album to the extent of in the first 24 hours of its release “Look what you made me do” was played 43.2 million times. Other Achievements upon the drop of the “Look what you made me do”, Within 30 minutes Taylor was No.1 on the iTunes Chart and setting first day Spotify streaming records with 8 million streams. (Adele Cehrs) The record-breaking “Reputation” Album resulted 400",000 pre-orders. 1.22 Million Copies were sold within the first week, becoming the best-selling album within 2017 (Chris Ming). As Vulture reported “… Less than a week after its release, Swift’s “Look What You Made Me Do” has broken all sorts of streaming records, and it only really needed a day to do it. According to Nielsen, in just 24 hours, the official video racked up 43.2 million views after its debut during the VMAs, making it the biggest debut of any video in YouTube history” (Beki Winchel) Target Market Taylor Swift launched a successful marketing campaign Which was a mix of Social Media activities and TV Appearances. 18th August 2017 Taylor wiped her social media accounts including Twitter, Instagram, Facebook and Tumblr accounts clean effectively putting in montion a whirlwind of speculation rumours about a potentional release to her 250 million followers. Inconveniently this date is the 3 year anniversary of “Shake it off” and the “1989” Album release (Variety). Cryptic videos of a “Snake moving its tail” (Variety) and “a snake striking” (Variety) on all social media platforms. On August 23rd Taylor Swift announced that on the 10th November the “Reputation” album would be released surprising fans and industry observers expecting a Friday release similar to previous albums. On August 24th “Look What You Made Me Do” released at 11:30 pm Eastern Time on Spotify, Apple Music and iTunes. The song provided a dark and threatening tone, finger pointing towards Kanye West causing a social media conspiracy regardless of the negative feedback for Kanye Wests Fan and positive feedback from Taylor Swifts fans backing her. Regardless “Look What You Made Me Do” became No.1 on iTunes and Streaming Services (Variety). A press release was created to announce the song and details regarding pre-ordering the “Reputation” Album and excusive partnerships. A teaser to “Look What You Made Me Do” Music Video was Launch on the American morning show “Good Morning Amercia” and Instagram on the 25th August. Taylor Swifts marketing partially relays on Taylor Swifts “power is creating drama that gives fans access to her celebrity feuds with A-listers like Kanye West and Katy Perry, the revolving door of relationships and breakups and her ever-changing group of friends in her inner girl squad” (Forbes). She was portrayed as a villain or big bad guy providing a "superhero act to become a conniving, cowardly villain" (Forbes). Taylor Swift has made an “effort to ‘beat the bots” for her reputation album launch built and feed her currently fan base but communicating through social media prompting to her “Swifities” (Angela Allan). Taylor Swift and her Management team introduced a “beat the bots” system encouraging her fan base to conduct a range of tasks to prove loyalty with their money by developing a “Us vs Them” Positioning eg. US= Taylor Swift and her Fans vs Scalpers and Bots (Christopher Ming) . This was achieved by “Swifities” twitting about buy the Reputation Album to spending USD$60 for a snake ring or other merch allowing feel close to Taylor Swift and increase their chance of gain concert tickets their status is being updated as Christopher Ming stated “By doing different activities, I “boost” my account and get priority access to tickets to her show” (Christopher Ming). Taylor Swift and her team know that ticket to her concerts are sold out with seconds as (Christopher Ming) states “Given that concert tickets sell out in a matter of seconds in some cases, earning rewards is a fan’s only way of guaranteeing that they’ll be able to go to a live show” (Christopher Ming). Ironically the biggest boost a Swiftie can achieve is buying an album in a world where 60% of music is consumed music through streaming is 60% of consumption within the United states and Music Videos on YouTube both contain free options. As Taylor Swift wrote in the WSJ “In the YouTube generation we live in, I walked out onstage every night of my stadium tour last year knowing almost every fan had already seen the show online. To continue to show them something they had never seen before, I brought out dozens of special guest performers to sing their hits with me. My generation was raised being able to flip channels if we got bored, and we read the last page of the book when we got impatient. We want to be caught off guard, delighted, left in awe",” Taylor Swift and her marketing team have developed and know their Target Market and maintaining their interest through her Loyal Program. Marketing Products/ Partners: Taylor Swift has been forging relationships and deals with partners within various industries including Diet Coke, Apple and Keds. The Launch of the reputation album especially when “look what you made me do” dropped her appeal to lucrative partners deals (Forbes). To market and distribute to major TV include the use of Prime Time shows to promote the album. Further use of ESPN college football network hitting her young audience (Forbes) were part of a multi-year deal signed with AT&T Taylor and her team used more traditional means of Marketing through the use of an exclusive deal within Target in the United States providing a exclusive album and Magazine

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