Published on January 31, 2022, at 10:49 a.m.
by Gabrielle Jolly.
It feels like 2012 again with songs like “22” and “I Knew You Were Trouble” listed on the top music charts of 2021. Famous singer and songwriter Taylor Swift has once again become the talk of the music industry with her second rerecorded album release: “Red (Taylor’s Version).”
With “bad blood” between Scooter Braun and the acclaimed songwriter, Swift vowed to rerecord the original six albums that are now owned by a third-party music group. Fans responded with unwavering support and heavily encouraged others to stream Taylor’s version instead of the original recordings. By cultivating a strong relationship with fans over time, Swift is now able to rely on the support of a loyal army that is willing to join the battle of artist ownership in the music industry.
Swift took to social media to promote the release date of “Red (Taylor’s Version),” which quickly generated buzz from her devoted supporters. The singer’s first tweet announcing the album discussed the overall theme of heartbreak in her work, as well as a red scarf emoji. Fans immediately connected a variety of Swift’s strategically aligned lyrics to her past relationships, all while creating mass social media engagement among different publics.
Many large corporations like Starbucks, Target and Olive Garden joined in on the conversation regarding “Red (Taylor’s Version)” with fun posts involving song lyrics and inside jokes from the fanbase. This widespread engagement created even more discussion among avid fans and a multitude of new listeners who were intrigued by the mass media buzz. Swift’s production of “All Too Well: The Short Film” with Dylan O’Brien and Sadie Sink also reeled in new listeners due to the popularity of the two actors and the innovative integration of the music and film industries.
Fans and industry professionals describe Swift’s new sound as “mature” and “reflective,” since the fanbase has grown up alongside the original albums and songwriter herself. Diehard Swifties from 2008 are able to relate to the same songs they loved when they were preteens all the way to their late 20s, fostering sentiments of nostalgia and reverence for Swift’s unique business model.
While the rerecording of previous music seems unconventional, Swift has capitalized on this opportunity to reconnect with fans and expose present-day issues within the music industry. Through the reclamation of her work, Swift has strengthened her relationship with loyal fans while harnessing new listeners along the way. Taylor Swift’s brand remains indestructible with mass social media engagement, powerful lyrics and the courage to challenge the corporate music industry.