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The superstar’s fame has been analysed

Taylor Swift

Taylor SwiftGetty

Taylor Swift’s concerts in Madrid have evidenced the impact that the American artist has on her fans. Her success in the music industry is indisputable and ‘Equipo de Investigación’ investigated the reasons for her very high cache and the volume of her fortune, which amounts to 1.1 billion dollars. David Lopez, professor and digital marketing expert, unpacks the reasons.

Taylor Swift’s success is textbook, according to modern marketing theory. First of all, the singer relies on the active listening she has with her followers. Swifties, bridging the emotional bonding gap, are her customers, as they could be for any other company. “She has constant feedback with them. She uses hashtags for them, surprises them and generates motivation for them,” reflects David Lopez

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Taylor Swift’s storytelling

The expert also points out another of the determining elements in today’s communication: storytelling. Explaining a story generates a greater bond than selling a product, and Taylor Swift excels at this. “Each of her albums is a chapter of her life, that’s how she has been weaving her storytelling. It’s a constant reinvention,” he said. In fact, each album is an era, in reference to a vital stage of the singer.

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Her fans are devoted, as could be seen at the concerts in Madrid, with high ticket prices and endless queues at the entrance to the Santiago Bernabeu. On the other hand, the singer has also been able to position herself skillfully with agreements with key brands and artists. David Lopez points out that the artist has not hesitated to position herself politically, an area that could be delicate.

Spotify revenues

On the other hand, ‘Equipo de Investigación’ has also delved into the music reproduction platform Spotify, the most popular of the moment. According to the experts consulted, artists could earn between 3,000 and 5,000 euros on average for every million plays. In addition, it is not enough to press play, but each song must be listened to for a minimum of 31 seconds in order to be monetized.