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Taylor Swift and the Life of an Announcement
19 million.
That’s how many views Taylor Swift’s podcasting debut has amassed on YouTube.
That’s not to count the 1.3 million live viewers who crashed YouTube when the viral New Heights episode first aired. Or the 379 million views clips of the podcast have received on Instagram.
Unlike her album releases of the past (which often involved cryptic countdowns and social media posts), Swift shared the news of her 12th studio album, The Life of a Showgirl, by joining her boyfriend Travis Kelce on the podcast he co-hosts with his brother Jason.
In what was one of her most candid and lengthy interviews to date, Swift revealed her album’s title and cover art while sharing details on its theme, her collaborators and her recording process.
Before the episode even dropped, brands across industries joined the conversation online by posting their own renditions of the veiled promo art Taylor used on her social media (a glittering orange lock over a gradient green background) – and making it go viral.
And, Baby, That’s Marketing for You
Throughout her career, Swift has challenged the traditional model of album announcements and releases. From her surprise drop of the first Reputation single at the VMAs to announcing Taylor’s Versions onstage at the Eras Tour, fans – and the music industry – never know exactly what she’s going to do next.
The Life of a Showgirl is no different. Swift has never been one for long interviews. But in the podcast format, she was able to make the announcement more personal and engaging for fans – and provide even more content for traditional media outlets to cover.
For marketers, it’s a reminder that not all news has to be shared through a press release. Announcing via a podcast or a video on social media is going to have different results. When making those decisions it’s important to weigh the audience you’re trying to reach, the type of news you’re sharing and the tone you’re trying to set.
A podcast provides the opportunity for a more authentic, honest and candid conversation. There’s more room – in this case minutes – to expand on key messages and drive home your brand story.
Going on a sports-focused podcast with a majority of male listeners was a risk for Swift. But the exposure paid off for both her and New Heights.
