Taylor Swift is a true marketing genius on the scale with Steve Jobs. As a result of her marketing brilliance, Swift has catapulted into a place where few pop singers ever go. To date, the love song diva has sold more than 22 million albums worldwide and over 50 million downloads, so arguably it’s safe to say she is the biggest female musical talent on the globe. But to her she’s not big enough as her upcoming marketing campaign suggests.
It’s as if she got a hold of Steve Job’s playbook from his “Think Different” campaign – which told the world that Apple was capable of thinking as differently as geniuses.
Swift is thinking different, and if you don’t believe she is just follow how she plans to sell “Red.”
With the Six-time GRAMMY Award winner’s highly-anticipated fourth studio album, Red, arriving in stores on October 22nd, Taylor has first engineered several national TV appearances to coincide with the release week.
What’s more, the 22-year-old has managed to organize a select group of Twitter followers and Facebook friends to join her in New York, where they will literally “follow” her during her release week events, providing live updates to millions of fans around the world via social media postings. Taylor currently has more than 19.7 million Twitter followers and 34.9 million Facebook likes.
If music moguls are not watching this ingenious maneuver, they will miss out on learning how to market artist in the new social media communication age. The singer is a one women marketing machine.
It’s a no holds barred media blitz. Taylor will be live in Times Square for ABC’s “Good Morning America” on both October 22nd and 23rd (7:00 a.m. ET/PT), and on the 23rd she will be the lead guest and perform on “The Late Show with David Letterman” (11:35 ET/PT on CBS).
On the 24th Taylor will be live on ABC’s “The View” for a performance and chat, and on the 25th she will make a special concert appearance on the “The Ellen DeGeneres Show.”
On the 26th, she will guest on ABC’s “Katie” with Katie Couric, and that same evening she will be featured on ABC’s “All Access Nashville with Katie Couric – A Special Edition of 20/20” primetime special (9:00 ET/PT).
Also, the week of October 22nd will be “Taylor Swift Week” on “Entertainment Tonight,” and Taylor will also be interviewed next week on “Access Hollywood,” “E! News,” and “Extra.”
In addition to her TV appearances that week, Taylor will sit down for a live Q&A session with an audience at the Sirius XM studios in New York. “Sirius XM’s Town Hall with Taylor Swift” will air live on The Highway on October 22nd at 2:00 pm ET. And, on the 24th, Taylor will visit Scholastic’s New York headquarters, where she will again this year take time out from her busy release week schedule for a special literacy event as part of their “Read Every Day” literacy campaign.
After the New York media events, Taylor will return to Nashville, where she’ll take part in the Taylor Swift Worldwide Radio Remote presented by Papa John’s. With 72 stations broadcasting live from Music City on Friday, October 26th, the radio event will cover four formats–Country, CHR, Hot AC, AC–and five continents, with stations from as far away as South Africa and New Zealand. In addition, Taylor Swift fans are fully engaged in the launch of Red, with more than 300 radio contest winners receiving VIP experiences at several of Taylor’s media stops.
Taylor is featured on the cover of Rolling Stone’s current Hot List issue, as well as on the November covers of Glamour and Marie Claire UK.
Red is already making huge inroads at both radio and retail. Individual digital paid song download sales have already exceeded 3.8 million, and the album’s lead single, “”We Are Never Ever Getting Back Together” has been officially certified Double Platinum. “Never Ever” spent 3 weeks at #1 atop Billboard’s all-genre Hot 100 chart, topped the iTunes charts in 32 countries, and set a new record for the biggest digital sales week ever for a female artist. In addition, four more songs from Red, “Begin Again,” “Red,” “I Knew You Were Trouble.” and “State of Grace” have been released on iTunes, with exclusive previews on “Good Morning America,” and all topped the all-genre iTunes charts within hours of release.
And if her plan wasn’t enough, we learn that Swift may have intentionally leaked a song or two of “Red” onto the internet, while claiming it someone that received a pre-released version.
Swifts official website is telling fans that they may have noticed that stuff has leaked from her new album from those who received an early version. The statement goes on to say, “I know you are really excited about that and you want to listen to it like right now, because you still haven’t get the album and I accept that but please respect the hard work Taylor made on this album. She’s been hardly working on it for 2 years! Please respect this and wait until Monday, so you have it in your hands. It would be so nice of you, thanks.”
The campaign onslaught is just like something Job’s would have unveiled. The pop singer has left no stone turned down. When it looks as though she has errored it pretty clear the leak was deliberate. Though the statement sounds sincere, Taylor is too detail oriented to not have even planned this little episode. Job’s couldn’t have planned it any better. And I would just mark it up as part of her epic genius.
Contributor D. Chandler