Why is the Taylor Swift streaming movement the brightest yet
The likes or dislikes, you must give Taylor Swift accessories for his mastery of the pop culture news cycle. She knows how to play - and win - the game better than maybe any other star in the game today ... and maybe never.
You've no doubt heard the news that Taylor Swift has just authorized non-Apple streaming services to resume playing its music. I can say with confidence that you have heard it because the news is everywhere. It has run on Twitter and other social sites continuously since the news was announced, and you can find the most popular titles on virtually all business, entertainment, gossip and news sites.
Although the show was presented as a celebration of Swift's certifications for 10 million worldwide sales of its 1989 album and 100 million song downloads, it was not long before people noticed suspicious timing: on the same day , Swift's longtime nemesis, Katy Perry, drops it New album, witness.
Swift fans immediately hailed the move as "the ultimate shadow:" revenge for Perry talking to Swift at NME, James Corden and others after the so-called diss track "Swish Swish". In reality, it was probably. Swift and her team are among the most calculating in the world, which is part of the reason why she is the famous celebrity of the planet. But, do not take your breath for a confirmation of Swift on the issue. She has been virtually silent on social networks since February, except for a tweet of condolence following the terrorist attack in Manchester and some Instagram shouts for friends, which means she once again dominated the conversation Pop culture without having to say a word. The deployment was as close as possible.
The truth is that Swift's move was probably imminent, and Witness's timing was only a brilliant marketing strategy (even if it was insignificant). 1989 is now directly in the territory of the "catalog", after spending the last months at the bottom of the Billboard 200 (and some weeks, not even included) since its release more than two and a half years ago. The consumption in circulation helps to determine the positions of Top 200 and 1989 was seriously disadvantaged by being excluded from the world's largest streaming service. Last week, for example, 1989 sold 1,903 copies in the US, but received a credit for 4,158 copies of album sales, thanks to 1.6 million feeds on Apple. This amount was enough for Swift to put the number 191 on the board. Similar catalog titles of Kendrick Lamar and Drake sold fewer physical copies, but with more than 10 million streams, each landed at Nos. 59 and 71, respectively.
Swift's return to streaming on the day of Witness's release not only contributes to stealing Thunder from pop-rival Perry, but also raises what would have been an intermediate level story to publicize the news across the planet . Swift dominates conversations and mindshare with no extra effort: no new music, no video, not even tweet. She will undoubtedly appreciate a huge bump on the charts next week, as well as millions of fans rush to broadcast her songs. And while it is virtually impossible for Swift to accumulate enough flows to the Top Witness on the Billboard 200 (it would take hundreds of millions of streams), it has captured the narrative ... and sometimes it's even more important .