As a Music Business student, one of the main artists you hear about when discussing the business is Taylor Swift’s. Whether you love or hate Taylor Swift’s music, it is hard to deny her power in the industry as she is a leader in so many ways. Her album 1989 broke records for how many copies she was able to sell. This was particularly impressive for a couple of reasons. One being the fact that she was able to sell so many records in the digital age of Spotify and YouTube. Certainly her sales were impressive considering how listener’s other options were essentially limitless on these streaming services. Additionally, the majority of her fan base is made up of young adults and teenagers. This is important because these are the same people who regularly steam music the most. To convince this age group to go out and buy a physical CD or digital download is an accomplishment in itself.
When she returned recently with her record, reputation, she had high hopes of once again breaking records. She accomplished this and it is largely due to her and her teams very impressive digital marketing efforts.
She first hinted to her fans that something was coming when she wiped clean her entire instagram – unfollowing everyone and deleting all of her old pictures and profile photo. This got people talking and questioning if new music was going to come out. In the next couple of days, she offered more to talk about by posting a couple of cryptic photos. Eventually this led to her dropping her first single which later included a music video. The music video broke the record for most views in the first day. This was largely accomplished because of how many things were going on in the video. The video included many cryptic messages and symbolism that her biggest fans were able to dissect.
Later, once her album formally dropped, she recorded videos of her purchasing her own album in a Target and posted this to her instagram story. Target was exclusively selling “lookbooks” that were packaged with her album of which their were two additions. This encouraged fans to go to Target themselves and make the purchase of not one, but TWO copies of the album. This led to increased sales and more records broken.