Taylor Swift’s aggressive marketing guarantees success – no matter what the music sounds like

By Annayah Prosser, Assistant Professor in Marketing, Business and Society, University of Bath

Taylor Swift’s new album, The Life of a Showgirl, has been released to much fanfare. While the album’s critical reception has been mixed – with reviews ranging from a flop to a masterpiece – the album is all but guaranteed to hold the number one spot in music charts across the world this week thanks to a carefully plotted marketing campaign.

Swift is a global phenomenon and, as a lecturer in marketing, business and society, I am one of many researchers exploring the social…

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