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Taylor Swift‘S. Eras journey wrapped last Decembercapping off a a multi -million dollar run That paid tribute to the 20 years of the supermarket in the spotlight. It will go down as one of the most defining moments in a modern pop culture.
Now, with two re -login album and a secret film project on the horizon, Swift, 35, has reached what Harvard Business Review editor Kevin Evers calls “a big fork in the way.”
Evers’ new book, There’s nothing like this: Taylor Swift’s strategic geniusChronicles the creative and business decisions that have defined all stages of a Swift career. In a unique interview with Weekly USShe quotes evidence from Swift’s past to predict where she goes from here – and how her smart business will help her along the way.
Weekly US: This book does a great job outlining how and why behind Taylor Swift’s fame. Does your book target the non -Swiftie demographic?
Kevin Evers: I saw that the book had two congregations. I definitely wanted to appeal to swifties. They’ve loved Taylor so much. For the most part, (the book) hopes to give a voice to things that they might not express themselves. But there are also an audience of non -swifties here. There are many people who ask, “How is this possible? How has she been able to do this?” I think that audience will get a lot out of this book.
Kevin Evers.
Institute of Management Studies/YouTubeHow does Taylor’s journey incorporate the everyday social issues that women face as well as the issues that many female artists have faced?
When I sat down to write this book, I was just trying to define the phenomenon. But the more I wrote it, I realized that so much that Taylor had gone through was very specific to the fact that she was a woman. And historically, artists with female fan foundations mainly do not necessarily get that seriously.
Even the Beatles when they started out, Beatlemania was not a term of expiration. Mania is in the word. It’s as if these very passionate female fans were not serious, right? They are emotion driven and not their campaign to listen to things that have great artistic value, which is a complete BS. And Taylor’s early progress in country singing, she had many doubts. Country singing porters did not believe that there was a real audience for teenagers, especially teenage girls – and broke through that stereotype. I don’t think we would sit here today if she didn’t have such a clear vision about what she wanted to do and she was so previous to want to write her songs.
After 152 dating across 54 cities and five continents, about 7,000 songs, more than $ 2 billion in ticket sales, innumerable friendship bracelets and dozens of inventory attendees, Taylor Swift’s Eras Tour will finally end on December 8 in Vancouver, British Columbia. It has been an exciting journey nearly two years for Swift. Professionally, she (…)
How did the discourse on -le from judges and supporters help you define all ages from the Taylor Swift story?
I consider Taylor our remarkable superstar at -lein. Her rise was in conflict with the progress of social media, and I thought it was essential to go back in time and look at what critics were saying, what people were on -le saying. I think that is very important, especially when he went through many of these arguments as with Kanye West (At the MTV Video Music Awards) in 2009. So many of our relationships with artists and music opinions are shaped by what people say on -lein. And that was definitely true with Taylor.
You touched on Kanye. He has had this huge fall of grace in recent years, while Taylor has had an exponential increase. Why do you think she has chosen not to comment Kanye’s arguments?
I think he goes back to their business enthusiastically. She really understands how to manage a personal brand. I don’t know if she considers herself a personal brand or thinks in those terms, but her actions show that she does. And for me, a great brand is about trust and consistency. So when you look at everything she does, it’s about building trust with her fans and being as consistent as possible. … Taylor had a reputation for using victim language and using these arguments to grow his fame or popularity. I didn’t see that. If anything, this is the complete opposite. She has tried to stay away from him as much as possible, unless she spoke about in her music. She is a singer-composer. He is good in his right to do so.
Biopic Taylor Swift is inevitable. Do you think these early years would be the best age to focus on?
I would choose the early age, without a doubt, because it was so unlikely. I know that Swift looks like Faith hillLittle sister – looks like she’s straight out of the central casting of a country singing. But she was a subtle, and so did (her former label -head) Scott Borchetta. Scott really had to skateboard for funding. Together, they defeated rural music. And that’s a great story.
At the end of the book, you noted that Taylor was burning down the house that built and theory that something new is coming next. How crazy would she be if she directed her own biopic?
At this point, she’s not even sure she directs a movie – if she’s not already done. Taylor so secretly could have been made between the stops of the Eras journey. No one knows what a purpose is. It would not surprise me if he was personally in nature. That’s what Swift has built her entire career. She knows that her fans want great music, but they also want intimacy. They want a connection. They want to build deep relationships with her. And she’s always got used to doing things herself. She is not outsourcing many things for other people.
Taylor Swift began writing songs about love and breakdown in the early 2000s, but her talent was soon recognized by music executives who knew she was the real deal. From releasing its first record in 2006 to cracking stages worldwide, this star has won its place in Hollywood’s music scene. (…)
It goes back to that theme that you grew up in the book, which is its focus on narrative management. The latest argument was the comment he received by going to NFL Games to support Travis Kelce. Do you see that as part of his strategy?
I think she’s in a relationship with Travis KelceAnd she’s there to support her partner. She can’t hide in the stands. But at the same time, we arrived at a situation that faced back in 2016 with that second Kanye argument. She seems to be dear at the moment, but she also receives a lot of hatred and criticism at the same time. He was boiled in the Super Bowl, but three months before, she played in the same stadium for non -oral approval. These dual views appear to be about it. On the one hand, she receives a lot of flowers at the moment, and is well deserved. But there is also a lot of criticism – and there is some of that that has no control over it. All he can do is not go to the football games, but I don’t think he would do that.
She will find a way to do this in the music. That’s what she has always done. And I think that’s talking to its longevity. She doesn’t come out to talk or complain about. She turns it into good music. It would not surprise me if she did the same in this case.
Eras journey are huge. In terms of scale, do you think that sets out the highlight of her live performances?
I tried to put myself in Taylor’s shoes when he decided to play three and a half hours in a set list of over 40 songs. This is something she has always done. She is very additional in terms of her supporters. … Eras journey Going to be difficult to excel, because in many ways, it was the culmination of the last 20 years of her career. It is hard to imagine that she will be able to exceed that scale, but many people said back in 2014 after she released 1989. It would not surprise me if she found a way to do it. She does not appear to be satisfied with the status quo.
As the Eras tour ends, Taylor Swift is already thinking about what’s next. Swift, 34, documented the largest moments of her Eras tour that has broken a record in her official book The Eras Tour, released on Friday, November 29.
You compared Taylor’s career with firing and wind: every time she faces resistance, she has grown stronger. Now that we are settling in the streaming age, what big change in the industry do you see happen next, and how will Taylor respond?
A few years ago, her popularity scoured because she really leaned to stream. He released so much music. This is similar to this Star Wars and he did Marvel. They put out a ton of content, but now those brands with a great IP are struggling a little. It is very difficult to continue putting new music out and expecting fans to love every album the way they loved the previous albums. This will be a big change for Taylor. Can she still put so much new music out every year, or will she have to go back to release a new album every two years? That’s the big fork in the way for it right now.
Will she embrace ai? Or will she stay away from that?
Traditionally, she has all about authenticity. She did not actually use autotune early, or if she did, you still heard the imperfection in her voice. She is not a mess with her voice too much. For her, it’s about the connection, the intimacy, the way he sings. It sounds very conversational, so it would be a surprise to me if she used Ai in any way to add to her music or voice.
There’s nothing like this: Taylor Swift’s strategic genius Out now.
