How to do marketing (Taylor’s version)

Taylor Swift is the first person to become a billionaire primarily from songwriting and music sales. She’s recorded four live albums and 11 studio albums — and then re-recorded four of them note by note when music empresario Scooter Braun bought the rights. Her total album sales currently stand at around 212 million, and her songs were streamed over 77 billion times on Spotify in 2024 alone. 

She’s performed on six world tours, one of which — The Eras Tour — was recorded and became the highest-grossing concert film of all time. She also has 12 other recorded concerts and documentaries under her (sequined) belt. She’s been named Person of the Year by Time magazine, and set or broken 30 world records - for award wins, Billboard chart placings, album sales, concert sales… and more too numerous to mention.  

Taylor Swift is an incredibly talented songwriter, of that there is no doubt. But in a career that officially began with her first solo release when she was just 16 years old (although, by then she’d already been signed to Sony/ATV for two years and was, unsurprisingly, the youngest artist ever to do so), the 34-year-old has outsold — in some cases, by a very significant margin — artists renowned for their incredible songwriting abilities. Stevie Wonder, ABBA, Fleetwood Mac, Prince, George Michael, Bruce Springsteen… Swift’s songs have sold more than most of the globally recognized greatest songwriters of all time, across genres. 

The Taylor Swift phenomenon has transcended the limits of music and has a geopolitical power and considerable economic reach

So how did a country music fan from Pennsylvania become such a global superstar who — according to Esade senior lecturer in marketing David López-López — “can even affect the geopolitical stability of a region”? 

Transcending music

“The Taylor Swift phenomenon goes far beyond music,” López-López told El País in April. “She has transcended the limits of the music industry and has a geopolitical power and considerable economic reach.” 

This is no hyperbole: there’s even a term to describe Taylor’s financial impact. Swiftonomics is “the phenomenon where Swift is able to create ripple effects in both local and large-scale economics around her specific actions,” explains Dipika Rao in Global Business. 

López-López expands the argument: “Take the case of Singapore,” he says. “The city bought the exclusive rights to her six concerts in Southeast Asia, with an expected $370 million generated from tourism and a 186% increase in flights during her first stay.  

“Neighboring countries such as Thailand and the Philippines feel disadvantaged by what they consider unfair competition, underscoring the economic and geopolitical disparities in the region.” 

That’s quite an impact for a singer of any age, genre or level of success. “Swift's ability to mobilize the masses and generate global fervor is evidence of the power of artists to influence the economy and society worldwide,” López-López says. 

The making of a marketing genius

Music aside, Taylor Swift has consistently delivered a masterclass in marketing. Developing her brand, continuously refreshing it while retaining an all-important familiarity, connecting with audiences and adapting to their changing needs — her strategy has been a stratospheric success. 

"Her ability to share intimate stories such as love, heartbreak or infidelity, as well as universal emotions such as living life, youth or friendship through her music allows her to engage in a meaningful way with her followers, which contributes to her success in both marketing and music," López-López told Forbes. 

Taylor Swift has left an indelible mark on modern marketing practices

"Initially, her music and marketing was focused on teenagers. But how long does adolescence last? Five or eight years? So she tries to ensure that the fans who leave adolescence continue to be adult fans, while also hooking new teenagers and remaining relevant to all age groups.”, he claims. 

The magic formula

As any marketing expert will confirm, appealing to all of the people all of the time is an almost impossible task. But López-López, writing in the newspaper El País earlier this year, describes how Taylor Swift has managed to achieve the unachievable.  

“Through her history, music, lyrics, relationship with fans or personal relationships, the artist allows us to list five master lessons in music marketing,” he explains.  

“First, orientation to the audience and generation of community — Swift has demonstrated exceptional mastery in understanding and serving her audience. Second, she delivers close-up content, with a strategy based on providing personalized experiences to the audience that make them feel valued and part of a welcoming community.  

“Third, she has strong branding with a powerful narrative and empathy marketing, weaving captivating storytelling throughout her career and turning each album into a chapter in her personal story. She’s transitioned through musical genres with lyrics about love experiences and personal challenges that connect with people online and offline in an omnichannel strategy. 

“Fourth, with the strategic partnerships she’s established with musicians and brands, Swift has expanded her fan base and reinforced her brand image, reinventing herself without losing her brand coherence. And finally, she’s the master of generating expectation. Swift keeps her followers intrigued with teasers, surprise releases, exclusive pre-sales and multiple other complementary actions that generate a whole different world that every Swift fan wants to be a part of. 

“Taylor Swift has left an indelible mark on modern marketing practices,” López-López concludes. “Her work showcases the transformative power of strategic branding and community engagement, and it’s a lesson every marketer can learn from.”