Case Study- Research into a Universal Music Artist

Copyright:

Taylor has written most of her songs on her own, for example she wrote the songs “Red”, “I Almost Do”, “Stay, Stay, Stay”, she also wrote the whole of her Speak Now album herself. However, there are some songs that Swift wrote with other artists, one example is “Out Of The Woods” which musician Jack Antonoff co- wrote with her. Her songs has been covered by many artists including artist Kelly Clarkson and Labyrinth who both covered her song “Shake It Off.” Six years ago, one of her singles was leaked online which was on one of her songs on her album “Speak Now”, the song was called “Mine” and as soon as it was leaked online her fans knew immediately it was her because of her voice on the audio clip. Also, Swift has never expressed copyright in any of her songs as in many of her songs she plays the guitar and likes to play her own tunes. Swift’s songs used to be available on Spotify until a problem occurred between Spotify and Swift and Taylor decided to withdraw her music from Spotify in 2014. Swift earns $2 million for every song streamed, however her album 1989 was said to have earned $12 million from that album alone.

Ownership:

Swift is signed to record label Big Machine Records (its distributor is Universal Music Group)- it is an independent American record label specialising in country and pop artists. Other artists that are signed to this record label are Laura Marano, Danielle Bradbery, Reba McEntire and many other artists. The main genre produced by BMR is Pop and Country. Unfortunately, Swift has not collaborated any songs on tour/ record with any other artists that are signed with BMR. Swift’ songs are distributed by Universal Music Group. Taylor Swift does have a Vevo Channel that her fans go on to listen to her latest music/songs.

Convergence and Synergy:

Taylor Swift has performed a soundtrack for the Canal+ Group which is within the Vivendi group. However, to promote her album and songs she worked with Target (also known as ASDA in the UK) and Diet Coke. Both of the companies released commercials featuring her, along with snippets of her new songs.

Promotion and Targeting Audiences:

As Taylor Swift normally sings about her life and her relationships, Swift’s songs are suitable to everyone of different ages and genders. Taylor Swift has used above the line promotion by featuring in interviews, for example she was on the Ellen DeGeneres show a couple years ago. Also she used above the line promotion when she appeared in the Illumination Entertainment movie The Lorax as the voice of Audrey. Swift has also used below the line promotion by using social media to promote her music for example she used her Twitter account to promote her music, for example to say when she will be going on tour or when a new song/album of hers is coming out. Swift usually promotes her songs/albums in different countries by going on tour in different countries to sing and promote her music to a larger audience group.

Hardware and Content:



It took Taylor Swift a whole year (from 2013-2014) to record her latest album, 1989, which was recorded in many different studios, for example Conway Studios in Los Angeles, Jungle City in New York, Lamby's House Studios in Brooklyn, MXM Studios in Stockholm; Sweden, Pain In The Art Studio in Nashville, Studio Elevator Nobody in Goteborg;
Sweden and The Hideaway Studio. In her album, 'Red' that was released in 2012 there were 16 tracks, however in her latest album '1989' there were only 13 tracks. On her album 'Red' there was 7 singles, which were; 'We Are Never Getting Back Together', 'Begin Again', 'I Knew You Were Trouble', '22', 'Red', 'Everything Has Changed' and 'The Last Time'. Also, on her album '1989' there was also only 7 singles, which were; 'Shake It Off', 'Blank Space', 'Style', 'Bad Blood,' 'Wildest Dreams', 'Out Of The Woods' and 'New Romantics'.