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- AQ #31: 2023 (Taylor's Version) - Marketing Lessons from Swiftonomics❣
AQ #31: 2023 (Taylor's Version) - Marketing Lessons from Swiftonomics❣
Decoding Taylor Swift's meteoric rise in 2023 that was 17 years in making, and what modern marketers and entrepreneurs can learn from it
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First things first, you and I just had our first-ever three weeks break between these editions. A lot happened in my life in these last weeks, and for good.
I traveled to spend time with my loved ones after months. I accepted a new job, taking a big leap of faith when an old friend ran into me after years and persuaded to work with him. And then I spent last couple of weeks at my new office getting to know my new colleagues and settling in before coming back to start working remotely full-time.
Yes, I did it. I have found a fully remote job without any compromises on anything. If you know me personally, you know what that means to me.
Oh, and did I mention, there has been a lot of media interest around this?
Phew!
‘tis the season of reflections, slowing down and just letting the fuzzy festive feeling takes us over.
And that’s why I decided to push back on the originally planned topics and trade those in favor of writing about something that’s been on my mind throughout the year, along with millions of Swifties.
So let’s look at the phenomenon that the TIME Person of the Year, Taylor Swift is.
Let’s try to learn a thing or two from one of the most iconic artists of our times - Taylor Swift, and the impact her Swiftonomics has had on the year.
This one is going to be quite a (joy)ride, get ready.
Hey Taylor, look what you made me do🫶❣️
2023 (Taylor’s Version) - It’s Taylor’s world and we all are just living in it
You could be a hardcore Swiftie, or a reluctant one, a long-time devotee or a recent convert, a hater or a not-so-interested one or even someone annoyingly scratching your head wondering what the fuss is all about.
You could love her, loathe her, admire her or diss her.
What you can’t do is ignore her.
Of course, unless you’ve been living under the rock this year. And that’s not an exaggeration by any means.
2023 will go down the history as the year of Taylor Swift, and her all-round record-breaking success as an entertainer.
2023 was simply Taylor’s version of the world and we all just lived in it. And there is no way that Aha! Quotient wouldn’t talk about the very deserving “Person of the Year” before drawing the curtains on this very eventful year.
So here we’re.

Swiftonomics - Beyond the Music and Why Taylor Swift Matters
Taylor Swift has had an unbelievably fabulous year.
She was ruling everywhere, at Grammys and all other prestigious music awards, concert tours, cinema halls, billboards, streaming services, merchandising, in economic and political discourses and discussions, university courses, public offices, and even in professional football stadiums.
And if you’re still wondering why you should care about the phenomenon that she is, let’s look at some of her mind-blowing achievements through the year:
Kicking off the year with her 12th Grammy win, Best Music Video for “All Too Well : The Short Film” which she wrote, composed, sang, directed and starred in.
Ruling the world with her record-shattering Eras Tour, the highest-grossing and the most successful tour in the history with sold-out stadiums, and it still is going on.
With her Eras Tour in 2023, Taylor Swift brought joy, jobs and business wherever she went.
Making the world bow down, from cities and streets temporarily changing their names to Swift City to Swiftie-apolis to ERAzona as an ode to her Eras Tour, to world leaders falling over each other to invite her to perform in their cities/ states/ countries, to even changing regressive laws.
All-time chart domination by becoming the only living artist to have five albums in the Top 10 of the Billboard 200 albums chart at the same time.
Changing the archaic business practices with her innovative, bold and smart business moves. Owning and releasing the blockbuster - The Eras Tour Movie. In less than a week, it became the highest-grossing concert movie in the history as recognized by Guinness Book of World Records, 2023.
Unparalleled domination on music streaming. She is most popular and most streamed artist across streaming services like Spotify, Apple Music, YouTube music etc.
If Swift were a record label, she would stand as the fourth largest in the U.S. by revenue from her touring, merchandise, streams and other sources.
Becoming a billionaire, largely thanks to her sold out shows during the Eras Tour. This is a rare feat for an artist, even rarer to have made her billion largely from her music, instead of other side hustles.
And the last but not the least, Time magazine named Swift its "Person of the Year".
Swift did not just rule the entertainment business; she lifted local economies, encouraged voter registrations and even her romance brought more viewers to professional football.
The University of Melbourne in Australia recently announced that it will host a three-day event, Swiftposium 2024, where experts and researchers will examine her impact on subjects ranging from fandom and pop culture, to economy.
At each Eras Tour stop, she donated thousands upon thousands of dollars to local charities.
But my favorite among all the things that she did this year is this -
Taylor Swift doled out bonuses to everyone on her Eras Tour team, to the tunes of ~USD 55 million.
Even each truck driver transporting equipment has reportedly received bonuses to the tunes of USD 100,000 along with a hand-written note by Taylor Swift thanking them for their services.
That’s life changing, and that’s being a solid business person and leader.
Tayloring Our Way to 2024 - Lessons for a Modern Marketer
Before we step into the new year, let’s unpack what makes Taylor Swift such an unprecedented phenomenon, and some key lessons we all can learn from one of the biggest entertainers and pop culture icons of our times.
Let’s go.
#1. Authentic Storytelling - The Heartbeat of Swiftonomics
I've always tried to be really honest with my music and my life. There's just something about honesty that makes a song connect with people.
Swift's rise to stardom didn't begin with catchy tunes alone; it was fueled by the authenticity embedded in her storytelling. From the debut album Taylor Swift in 2006 to the more recent Taylor's Version drops, her ability to encapsulate the human experience in her lyrics is a hallmark of her success.
Taylor Swift’s ascendancy in the music industry can be attributed, in large part, to her unparalleled ability to spin authentic narratives.
When consumers are increasingly drawn to authenticity, Swift's approach provides a roadmap for creating compelling and authentic brand stories.
Fearless Vulnerability
In 2008, Fearless not only won Album of the Year at the Grammys but also showcased Swift's willingness to share vulnerable aspects of her personal life.
Tracks like Love Story and You Belong with Me resonated across demographics, laying the groundwork for a fanbase that would grow with her.
Evolving Maturity
As Swift evolved, so did her storytelling.
The evolution from Red to 1989 marked a pivotal moment in Swift's career. Her narrative shifted from youthful heartbreaks to a more mature exploration of love and self-discovery.
This progression mirrored her personal growth and resonated with an audience navigating similar life stages.
#2. Reputation Redemption - Controlling the Narrative and Reclaiming Identity
But I got smarter, I got harder in the nick of time
Honey, I rose up from the dead, I do it all the time…
Swift's journey is a lesson in the art of controlling the narrative and reclaiming one's identity in the face of challenges, and in the public eye. In an era where public perception matters, the ability to shape your narrative is a powerful marketing tool.
Taylor Swift’s "Reputation" era in 2017 was a masterclass in reclaiming one's narrative.
In the face of public scrutiny, she confronted controversies and naysayers head-on, turning them into a narrative that she controlled instead of it controlling her.
The album's darker tone and tracks like Look What You Made Me Do turned the narrative, showcasing a fearless approach to reclaiming her reputation.
Media Management
Swift's response to controversies and media scrutiny reflects a strategic approach to managing her public image.
For marketers, this underscores the importance of having a killer media management strategy in place, especially in times of crisis.
Narrative Reinforcement
Swift's Reputation era was a masterstroke in narrative reinforcement.
By directly addressing controversies through her music and visuals, she not only reclaimed her narrative but also turned perceived negatives into strengths.
Marketers can learn to use storytelling as a tool for narrative control and reputation management.
Brand Consistency
Despite evolving creatively, Swift maintains core elements of her brand identity.
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