Branding and Marketing an Artist: The Phenomenon of The Brand That is Taylor Swift
Description
This thesis explores the strategies utilized when branding and marketing an artist. This idea was inspired by how Taylor Swift's Eras Tour has captured headlines consistently for over a year now. This thesis will discuss how aspects of Taylor Swift’s brand - her core values, fan engagement, co-creation, fear of missing out, scarcity appeal, and nostalgia - have promoted her success. The thesis will then consider what marketing and branding elements led to this phenomenon that an aspiring, or developed, artist can learn from and implement in their career.
Date Created
The date the item was original created (prior to any relationship with the ASU Digital Repositories.)
2024-05
Agent
- Author (aut): Haenszel, Alexis
- Thesis director: Gray, Nancy
- Committee member: Wormley, Alexandra
- Contributor (ctb): Barrett, The Honors College
- Contributor (ctb): Dean, W.P. Carey School of Business
- Contributor (ctb): Department of Management and Entrepreneurship
- Contributor (ctb): Department of Finance