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Read time: 3.5 mins
Taylor Swift, the biggest pop star in the world, has just released her newest album, The Tortured Poets Department.
It became the first album ever to surpass 200 million streams in a day on Spotify.
Even if you're not a die-hard Swiftie, this is worth paying attention to.
Taylor is not only on another level of artistic pop genius.
She’s a marketing mastermind.
So today, we're sharing a lesser-known strategy from the Tortured Poets album marketing campaign, plus the lessons you can use to grow your business.
Here's what she did:
Two weeks before the launch, Taylor released 5 themed playlists on Apple Music.
The playlists were named after song lyrics from the upcoming album, creating buzz around the album's expected themes of heartbreak, loss, and the juicy details she’s likely to reveal about her ex, Joe Alwyn.
The playlists were inspired by a fan theory that was circling the internet about the new album being linked to the 5 stages of grief:
Here's where her genius truly shines:
Taylor took old songs her fans know intimately, and gave us a totally new perspective on them by including them on these new playlists.
For example:
In the “Denial” playlist (which she called the "I Love You, It’s Ruining My Life") she included songs like "Lover", “Lavender Haze”, and "Snow on the Beach".
These songs were all known as pure love songs.
“Lover” in particular has always been this gorgeous, romantic song that she wrote for Joe.
But now, it’s on the ‘I Love You, It's Ruining My Life’ playlist.
Fans went crazy discussing this because it felt like unlocking clues to a mystery.
And of course, the mystery then extends to the new album:
If you want to really understand the whole story, then listen to Tortured Poets, where more will be revealed, and questions will be answered.*
Here’s one more angle to consider:
By releasing playlists with old songs, Taylor is marketing her whole catalogue here, not just her new album.
She’s increasing streaming revenue from her existing work, WHILE marketing her new stuff.
Honestly. Genius.
So what are the lessons for us?
Here are 3 to inspire your next marketing plan:
1. Tune in to your fans (/customers):
Taylor didn't make up this strategy by sitting in an office.
She evolved it from a fan theory.
By having her finger on the pulse, and the flexibility to weave fan commentary into her marketing, she created much more engagement than a standard marketing campaign would have.
You can do this too.
Engage with your customers and tailor your marketing to align with and build on what they’re saying.
2. Leave breadcrumbs to follow:
People love the challenge and reward of solving a good mystery.
Use social media, email marketing, etc. to generate curiosity and anticipation among your audience, encouraging them to stay engaged and eager for what's to come.
3. Repackage your core offer:
Find creative ways to breathe new life into your existing offer by refreshing or repurposing it in a new, novel way.
Bonus if you can then link it to a new offer as well, like Taylor did.
Feeling inspired?
Let us know what you’ll test out in your next launch.
Happy listening, and speak soon,
Lynne and Steve
*She delivered. What a masterpiece.
P.S. A note from Lynne:
For the Swifties:
Let me know what songs are taking over your life right now.
I keep humming 'My Boy Only Breaks His Favourite Toys' and 'But Daddy I Love Him'.
And 'Who's Afraid of Little Old Me?'.
And 'Guilty as Sin?'
Ugh. How is it that 31 songs can ALL be SO good?
I've never loved an album in its entirety so much so quickly.
It's gorgeous and heart-wrenching.
I can't wait to listen 1000 more times.
For the non-Swifties:
Honestly, you're missing out.
Bye!
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