Strategic Communication & Managing Media is a very good class because I learn a lot from this class such pop culture, politics, social media, music, public relationship and sports. We talked about popular media, for example, Taylor Swift, David Letterman, Brian Williams, Jon Stewart, Caitlyn Jenner, Donald Trump, Jon Stewart, and Jared Fogle. I remember we need critical thinking. That is rely on reason rather than emotion, and a critical thinker is by nature skeptical that are active, not passive. Therefore, not critical as in negative.
Actually, I very like to talk about Taylor Swift because she is very popular and work with music in popular culture. Of course, she is also famous in China, and many of my friends listen to her songs. “Taylor Swift born December 13, 1989, she is an American singer-songwriter and actress. Raised in Wyomissing, Pennsylvania, she moved to Nashville, Tennessee, at the age of 14 to pursue a career in country music. She signed with the independent label Big Machine Records and became the youngest songwriter ever hired by the Sony/ATV Music publishing house. The release of Swift’s self-titled debut album in 2006 established her as a country music star. Her third single, “Our Song,” made her the youngest person to single-handedly write and perform a number-one song on the Hot Country Songs chart. She received a Best New Artist nomination at the 2008 Grammy Awards.” (Wikipedia) In the past ten years, Taylor Swift has gone from a little-known country singer in cowboy boots to a global pop star whose latest album, ‘1989’, is touted as helping keep the music industry afloat.
The seven-time Grammy winner has yet to write an open letter on her Tumblr page to Google-owned YouTube about her disapproval of its free service and actually wants listeners to download her music from the video-sharing website. The reason YouTube receiving seemingly preferential treatment is the economics of YouTube make more sense for the 25-year-old and other artists looking to protect their future revenue, because YouTube videos serve a major promotional purpose. On YouTube, Swift is able to monetize her videos in more ways than Spotify and Apple can provide. Marketing is a large component of YouTube, because it’s a way for artists to get noticed and earn money. Swift is vehemently against a model that does not charge users to listen, because despite Spotify’s Premium service, the company offers a free level of streaming that she dismisses as a “grand experiment.”
In short, she has been successful in communicating her brand. “From the age of 16 when Taylor Swift released her first album, she’s been writing about ex-boyfriends and being in love. Especially with the release of her fourth album, ‘Red,’ when she was hit hard by the media who made her out to be a boy-crazy, vindictive ex-girlfriend.” (Morgan Chessman) While this would have been enough to cause a lot of artists to change their song lyrics, she didn’t. She’s not going to change that, and is going to stick by what has always made her successful. And with ‘1989’ we’ve seen her do just that. She stuck to her founding principles, her brand.
She’s got catchy song lyrics that stick in your brain and a clothing style that causes envy. She was named People Magazine’s best dressed celebrity after all. It’s that Taylor has been able to build a brand around her name and sell it to an international audience. “It’s people’s connection with her brand and the curiosity around it that allowed her 1989 album to sell 1.287 million copies in its first week and break countless records.” (Morgan Chessman) She always Build solid brand partnerships. When Taylor was getting a lot of bad press about dating too many men, she stopped dating and spent her free time with friends. She’s now known for being best friends with people like Lena Dunham and Lorde, celebrities who are praised for being strong feminists. This started to change public perception of who she was. Media stopped portraying her as a boy-crazy girl and instead portrayed her as everyone’s best friend.
By building relationships with highly respected people, she was able to change her image. Beyond having strong relationships with highly respected young celebrities, she also built relationships with some of the top brands, including Diet Coke and Target. With her last several album launches, Target exclusively sold extended versions of her albums. This was a smart move for Target, as her biggest fans would want the extra songs and buy from them, and a great move for Taylor who would have big companies help advertise her newest album launch.
All in all, I must to say that I’m a fan of Taylor Swift for her music, but I’ve always found her marketing techniques and overall showmanship to be fascinating, and a great model for what works in the marketing world. I’m glad I’m not the only one who has ever thought of Taylor Swift in this way. And finally I want to say that artists have an absolute right to be paid for their work and protected from piracy.