By Michelle Starnes
While we might not be aiming to captivate audiences on a global tour like Taylor Swift, there’s a goldmine of branding wisdom to be gleaned from her meteoric rise. Dive in with our team as they share their personal concert experiences and uncover the branding magic behind this superstar.
Whether you’re 5 or 65, you’ve likely been swept up in the Taylor Swift tidal wave. If not, surely you’ve heard of the Eras Tour – a phenomenon so massive it crashed Ticketmaster and has projections of grossing an unprecedented $1.6 billion.
Why does Taylor have this magnetism? Abi Peguero, our account assistant, and I dive deep into our personal concert experiences to share insights on how Taylor Swift became a branding titan, and we look ahead to see what lessons our marketing agency can learn.
Abi’s Night with Taylor
Abi’s journey with Taylor began in childhood, but it was the Folklore and Evermore albums during the pandemic that truly solidified her fandom. Those albums, along with the time Abi found on her hands during the pandemic, inspired her to dust off earlier Taylor Swift albums and start listening again. At that point, she was determined to hear it live. At Levi’s Stadium in Santa Clara, California, she witnessed a sea of eager Swifties, from friendship bracelet-clad teens to fathers donning dad-themed TS merch. Every inch of the venue echoed the same buzz of excitement.
The performance was a visual treat, filled with engaging set changes, dancers and astounding visuals. And Abi, despite being high up in the nosebleeds, felt completely immersed.
Michelle’s Taylor Adventure
I’ve always liked Taylor Swift, even back before the streaming days. In fact, Taylor’s Fearless album was the last CD I ever bought, 15 years ago. I’ve always been inspired by how she grew through adversity and broke barriers over the years. I gained a respect for her dedication to her craft, amazing work ethic and grit.
So when my friend invited me last minute to SoFi Stadium (last minute as in “come down today and we’ll go to the concert tonight!”), I couldn’t resist. We even managed to find time to buy a pink sparkly dress for her 11-year-old daughter to wear to the show. The atmosphere was electric the entire four hours that Taylor performed. Thousands wore Taylor-themed outfits, and synchronized light-up bracelets illuminated the venue. Taylor’s authenticity in sharing her life experiences, wrapped in masterful lyrics and tunes, resonated deeply with all of us.
The next morning, reflecting back on our experience and the phenomenon of Taylor Swift, we were struck by the unusual genuine connection between this superstar and her audience. We were one of 70,000 in that stadium, but it still felt like a very personal experience for each of us, hanging out with our friend, Taylor. Though the show itself was amazing at every turn, filled with special effects and pyrotechnics, that connection was even more extraordinary.
What Taylor Teaches Us
Building a brand takes time, self discovery, perseverance and the willingness to take risks and sometimes be vulnerable. Let’s break down Taylor’s success to the basics of brand building to evaluate our brands and see where opportunities may lie.
- Know Your Audience: Taylor’s brand evolution reflects her growing, diverse audience. It began with country vibes, appealing to a younger demographic, and matured over time. For brands, understand and adapt to your changing audience.
- Brand Personality: Taylor’s authenticity shines through her music. Similarly, brands should craft unique narratives, diving into self-discovery and staying true to their identity.
- Strategic Vision: Taylor always has a strategic pulse on what her fans want. Whether it’s teasing new albums on social media or surprising fans with live previews, she expertly keeps her audience engaged.
- Perseverance: Taylor faced her share of public criticism. But she rose above, realigning her focus on what she controls best – her music. Similarly, brands will face challenges, but perseverance and adaptability will pave the way to success.
In essence, brand-building, like Taylor’s journey, requires self-discovery, adaptability and resilience. It’s not about massive budgets or flashy campaigns. It’s about forging genuine connections and staying true to your essence. Whatever comes next from Taylor Swift, it’s undeniable that her brand, like her music, has forever changed the industry’s landscape.
If you are interested in talking about how you can strengthen your brand, we would love to talk to you! Reach out through email to [email protected].