What makes Taylor Swift the powerhouse she is? We could be here all day attempting to answer that and the truth would come down to a mix of hard work, luck, and strategy. The first two you already know—but what about that last one?
More importantly, what if you could tap into those same strategies and mimic them for your next music release?
I wanted to look at what makes her latest album, The Tortured Poets Department (TTPD), not just another chart-topper, but a cultural phenomenon.
First, a little background
TTPD isn’t just an album; it’s a full-on emotional journey. Swift has mastered the art of making her fans feel like companions on her artistic journey, and she’s been doing it well before she was famous. With each release, she invites us into her world, creating an emotional connection that goes beyond what most of us would consider typical fandom.
Strategic Collaborations: Power in Partnerships
Swift and her team understand the power of collaboration. By teaming up with artists like Post Malone and Florence and the Machine, she taps into their fan bases while expanding her own. Cross-promotion amplifies her reach, turning TTPD into a cultural conversation.
Fan Experiences: Making Memories Matter
Exclusive fan experiences elevate TTPD from just another album to a cultural event. The Spotify Pop-Up installations engaged fans in immersive experiences fostering excitement and intrigue. Again, fans felt like they were a part of something here.
By integrating Easter eggs, (which we know Swifties LOVE) she transformed listening into something active rather than passive; a treasure hunt, a search for clues, and the eagerness to be the one to discover these things. It kept fans eagerly exploring every detail—which means more listens, streams, and conversation.
Playlists: Setting the Mood
You already know that playlists are an integral part of your PR strategy, and Swift knows this too. Partnering with Apple Music for the “Stages of Grief” playlist adds depth to the album’s themes. Each playlist, representing a stage of heartbreak, is accompanied by a personal message from Swift, which only serves to, yup, you guessed it, make fans feel even closer to her.
Including Fans: The Swift Effect
Swift’s greatest asset is her bond with her fans. Love her or hate her, you can’t deny that fans feel a part of her day to day and this is very much by design.
By inviting them behind the scenes and sharing glimpses of her creative process and her life as a whole, she cultivates a sense of belonging. Fans aren’t just consumers; they’re collaborators, which fosters a community built on shared experiences.
Authenticity and Consistency
Swift’s release schedule is relentless, yet she never compromises on authenticity. By staying true to herself and her artistic vision, she creates trust and loyalty among her fans. They know that with every release, they’ll get a piece of her soul and her truth. This only fuels the closeness and reinforces the bond fans feel with her.
So, is it a masterclass in PR?
Of course! At first glance ,these things might not read as typical PR — if you’re still thinking all public relations for musicians means is blogs and playlists and hoping someone reviews your album you might want to re-evaluate that.
Taylor Swift’s PR strategy for “The Tortured Poets Department” is a masterclass in building anticipation, engagement, and loyalty. All PR related.
By leveraging strategic collaborations, immersive fan experiences, curated playlists, and sticking to her authenticity, Swift has transformed her album into more than just music—it, and really the entire Swift brand has become a cultural phenomenon.
You can’t deny her that. She has created something that will, regardless of your personal feelings about her or her music, last forever.
Final thought: As fans, we’re not just listening to TTPD; we’re experiencing it. It’s a full on expression of self and that’s what you want for your fans each and every time they listen to your music.
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If you’re gearing up to release music in the next six months, now’s the time to start planning and getting in touch—I’ve got experience in everything from one-off release strategies to full PR campaigns, and spots fill up fast! Just fill out this form and let me know what you’re working on.