Thursday, November 06, 2014

Taylor Swift's 1989 #Taylurking

Taylor Swift has just sold the highest number of albums in the US in the first week of release of any artist since 2002, for her album 1989, and all this at a time when teens generally don't buy music.

One contributing factor was how she leveraged her social media channels, including Facebook (70m likes), Twitter (46m followers) and Instagram (13m fillowers).

The cover of 1989 features a Polaroid picture, and fans are allowed to create their own version through this page on her site.  When you do so you have to register with an email address, and effectively join a mailing list.

It can then be shared on social channels, and Taylor (or more likely her social media team) is regularly #Taylurking in channels and tweeting a selection of these pics, and pics of fans holding physical copies of the album.

Superfans have also been encouraged to buy multiple copies - there are different polaroids in the packaging to collect.
At the same time she's taken all her music down from Spotify - you have to buy it to listen to it (although its possible that it will return once the sales have fallen off a bit).

Very smart marketing

Update - Spotify has responded to Taylor Swift removing her songs in good humour, including creating this playlist:

No comments:

Related Posts with Thumbnails