What Taylor Swift taught me about community & brand building
What Taylor Swift taught me about community & brand building
Creating magic: From surprise songs to friendship bracelets
I’m sure there’s no need for me to introduce you to Taylor Swift.
But… a short intro might still make sense: Taylor Swift is often considered one of the most successful female artists in music history. With hit albums, record-breaking tours, and a big cultural impact, Taylor Swift has achieved both amazing commercial success and widespread critical acclaim. Her influence extends beyond music into fashion, film, and social activism, cementing her status as a cultural icon.
So, what’s behind her incredible success?
Having been a fan of her music for years (on and off), I finally had the chance to experience one of her concerts this summer. The Eras Tour was simply magical. I was bloooown away by her show, her fans, and the energy in the “room”.
I totally get it now.
What makes her successful? I believe it’s not just the love for her craft, but her exceptional skills in community and brand-building that have propelled her to such heights. Taylor Swift's fans, affectionately known as "Swifties," are more than just a fanbase — they are a passionate, dedicated community integral to her success. Swifties are renowned for their loyalty, creativity, and enthusiastic support, making them a unique and influential group within the music industry.
Taylor Swift’s approach to community and brand building offers us founders and marketers valuable lessons. By incorporating elements of surprise and delight, being highly opinionated and values-oriented, focusing on the little details, and creating real experiences, Taylor has built a loyal and engaged fan base.
Here’s a closer look at how Taylor Swift has masterfully fostered a passionate community and built a successful brand:
Building a Narrative
Storytelling: Taylor is a master storyteller. She crafts compelling narratives through her music and interactions, making fans feel part of an ongoing story. E.g. Taylor often writes about personal growth and empowerment, encouraging her fans to embrace their individuality and overcome challenges. Many songs tell complete stories with a beginning, middle, and end, often drawing inspiration from classic literature or fairy tales.
Consistent Themes: Her music and public persona consistently reflect themes that her audience can identify with. By weaving these themes into her music, public statements, and social media presence, Taylor Swift creates a rich, multi-dimensional narrative that her fans can engage with on many levels. This approach not only strengthens her bond with her audience but also ensures that her work remains relevant and impactful over time.
Authenticity and Transparency
Authentic Communication: Taylor’s direct and heartfelt communication style makes her fans feel connected on a personal level.
Transparency: She openly shares her journey, struggles, and triumphs, making her more relatable and trustworthy. E.g. Taylor has been transparent about her public battles, such as her fight for artists’ rights against streaming services like Spotify and her legal battle to regain ownership of her master recordings. By sharing these struggles, she highlights the importance of artistic integrity and control.
Opinionated and Values-Oriented
Personal Beliefs: Taylor shares her beliefs and values openly, creating a community that aligns with her principles. E.g. in her speeches and interviews, Taylor often emphasises the importance of self-respect and personal empowerment. She encourages her fans, particularly young women, to stand up for themselves and their rights.
Political Activism: She publicly endorses political candidates and speaks out on social issues, which resonates with many of her fans.
Engagement & Interaction
Active Engagement: Taylor engages with her fans through social media by replying to comments, liking posts, and even joining fan conversations.
Fan Inclusion: Inviting fans to secret listening parties and considering their feedback in her work makes fans feel valued and heard. Her efforts to connect on a personal level and acknowledge her fans’ contributions reinforce the sense of mutual respect and admiration between her and her Swifties.
Empowering the Community
Fan Empowerment: Highlighting fan-made content and encouraging fan participation empowers her community. E.g. Taylor created a Spotify playlist called “Songs Taylor Loves,” featuring covers of her songs by fans. This not only showcases fan talent but also gives them exposure to a broader audience.
Advocacy and Support: Supporting causes important to her fans aligns her values with those of her community.
Community Feel: Taylor creates a deeply connected and engaged fanbase. Attending a Taylor Swift concert feels like being part of a larger community, with shared rituals and collective enthusiasm.
Surprise and Delight
Surprise Songs: On her “Eras Tour,” she performs two surprise songs each night, keeping each concert unique and exciting.
Easter Eggs: Taylor is known for embedding hidden messages in her lyrics, music videos, and social media posts. Fans love deciphering these clues and speculating about their meanings. E.g. In the “ME!” music video, Swift revealed the title of her album “Lover” through a series of colorful letters. Or in “Look What You Made Me Do”, fans found numerous references to her past music videos and public events.
Creating Exclusive Experiences
Special Events: The “Secret Sessions” are private album listening parties where selected fans get early access to her music. By creating exclusive experiences, Taylor offers her fans unique opportunities to connect with her and her music on a deeper level.
Personal Touch: Sending personalised gifts and handwritten notes creates unforgettable moments for fans.
Immersive Experiences: Swift’s concerts are not just performances; they are immersive experiences with elaborate storytelling, visuals, and audience interaction.
Rituals
Concert Rituals: Taylor’s concerts are filled with rituals, like Swifties wearing costumes related to her music videos or specific eras of her career.
Fan Chants and Sing-Alongs: Certain lyrics and parts of songs have become communal experiences where fans chant or sing along in unison.
Swiftmas: During the holiday season, Swift surprises fans with personal gifts, a tradition fans eagerly anticipate.
Friendship Bracelets: A standout ritual among Swifties is the exchange of friendship bracelets. Inspired by Taylor's song "It's Nice to Have a Friend," fans create and trade custom bracelets, often featuring personal messages or references to Taylor’s songs. This tradition not only fosters a sense of community but also allows fans to connect with each other on a personal level, creating lasting bonds and shared memories.
Details, Details Details
She’s a true artist. By focusing on the little, not-so-little details in her album designs, merchandise, and concert productions, Taylor ensures that every aspect of her work aligns with her artistic vision and creates a memorable experience for her fans. Her meticulous attention to detail enhances the overall impact of her music and performances, making each release and show a thoughtfully crafted event.
Album and Merch Design: Taylor pays meticulous attention to the design of her albums and merchandise, ensuring they reflect her artistic vision.
Concert Production: Her concerts are known for their elaborate production, with detailed staging, costumes, and visual effects.
Consistency and Reliability
Last but not least, she’d never be this successful for such a long amount of time without hard work and dedication. She’s providing regular updates and consistently delivering high-quality work. This is how she’s built a strong, trustworthy presence in the music industry. Her reliability in communication and output has contributed significantly to her enduring success and deep connection with her audience.
Regular Updates: Consistent updates and interactions maintain a strong presence.
Reliable Releases: Delivering high-quality work consistently builds trust and credibility.
By focusing on these elements, Taylor has created a deeply loyal and engaged fanbase that supports her career with unparalleled enthusiasm — much for us to learn & incorporate into our day-to-day business… let’s get to work!
Enjoyed this article? You might also like my latest article about “How to get from 0 to 100k users - The tactics behind Bento's community-led growth”.