COLLINS: The icon who is Taylor Swift
-
Share on Facebook
-
Share on Twitter
- Copy Link
I WILL TELL YOU WITHOUT HESITATION that I am a huge Swiftie. I have followed the career of Taylor Swift since she was a young teenager going door to door trying to get a deal so her songs would get some airplay. Since her early material was country and I am a big country music fan, I saw many of her videos many times over.
Watching her marketing strategy was incredible. She rose so fast that she was able to attract some pretty well-established stars to share the screen — Luke Bryan, J-Lo, Ed Sheeran and many others.
She is of one mind in terms of production. She has a tremendous vision of how things will look. Beyonce may be the only person with as much drawing power as Swift. And businesses will be the first to tell you that an appearance by Swift is a license to print money.
Her three shows in Vancouver in two weeks are expected to each draw about a billion dollars in economic impact. That’s no chump change. And it tells me concert-goers are willing to spend good money if the product is worth it. And in Taylor’s case, it certainly is. Perhaps Elvis and the Beatles are the only entertainers who could rival Swift’s impact on the business. And they came at a time when rock and roll was in relative infancy. For Swift, she had to ascend beyond the already-established pop culture. And for businesses looking to the point where they can make the biggest return, they have to study the trends.
