Taylor Swift made an instagram and became a "traffic master"
After three years, Taylor brought not only a new concept music album, but also an "instagram" exclusive to her and her fans
2017 is gradually drawing to a close. Summing up the European and American pop music scene in 2017, many people may first react that this year is a year of" rising Yang and declining Yin "in the American music scene. Looking at this year's billboard singles list, male dominated hip-hop music accounts for half of the country, and the last hope of female solo singers this year is almost all pressed on the" moldy "Taylor Swift released in November.
as one of the most eye-catching albums to be released this year, Taylor Swift's" reputation ", which has kept fans around the world waiting for three years, has attracted the attention of the world in every move: from emptying social media in the early days to" mysterious "street photos that can't be photographed face to face, it can be said that before the official announcement, mummy and his team have been doing their best to create" TS6 " The mystery of the game has satisfied fans' appetite. After the official publicity of the album and the release of the first single, the huge traffic brought by the previous "hunger marketing" also allowed the publicity plan of the whole team to proceed steadily
Just as she was always at the forefront of pop music, Taylor this time brought not only a new concept music album, but also an "instagram" exclusive to her and her fans
Strong> here, live broadcast to "Meimei" /strong > /p >
As a customized app that focuses on fan social networking, Taylor has built a new set of exclusive personal expression package taymoji in the swift life. The expression package is based on two MVs released from "1989" and the new album "rreputation" three years ago. In order to improve the interest and user stickiness of the app, fans can only unlock the collection step by step in the process of using the app to get all taymoji
Taymoji
in addition to publishing photos and videos and making friends, for fans, the difference between the swift life and mainstream social platforms is that they can get Taylor's latest exclusive photos and videos. Recently, along with the app, there is a private video of Taylor when he just started preparing for his new album last year. These exclusive information can undoubtedly bring more fan traffic to the swift life.
however, Taylor also held back a" big trick "for this exclusive app. In order to publicize the swift life, which is about to be launched, Taylor himself" flashed "and commented on the fans' ins live broadcast for many times. After the app is launched, the fans' information release or live broadcast will not only be a simple social behavior, but also may be more for the sake of getting a personal visit of Aidou. The random" flop "of idols will become" mold powder " Our biggest expectation in the process of using app
Under such a battle, Taylor's involvement in scientific and technological products does not seem to be a simple play
Strong > when star IP meets technology products /p >
In 2014, Glu and Kim Kardashian jointly launched the nurturing game Kim Kardashian: Hollywood. In the game, people can simulate Kardashian's Hollywood celebrity life by dressing up and dating. Once the game was launched, it quickly became popular and maintained a long popularity. Once topped the global IOS game download list in July that year, this success also gave Glu a taste of star IP
Kim Kardashian: Hollywood
subsequently, in 2015, Glu cooperated with Katy Perry, the" fruit sister ", to launch the music nurturing game" Katy perry:pop ", in order to replicate the glory of the previous year, but the effect was not satisfactory. Despite the setback on the fruit sister, Glu did not stop digging into the IP value of stars, and still launched the IP game with Britney Spears and Kardashian's other two sisters later.
《Katy Perry：Pop》
as for why he is so happy with star IP, the CEO of Glu said:" the benefits of games developed around star IP are higher than those of film and television series IP games, because everyone wants to experience real game characters. "
In addition to games, star IP has also appeared in the hardware market. In the domestic market, artists with different positioning such as Han Geng, Jay Chou and Cui Jian have launched their own mobile phone brands. The main selling point is neither configuration nor appearance, but the built-in surroundings of various stars: such as randomly loaded star photos, videos, themes, etc
Han Geng and Geng phone
however, these products can't escape the fate of thunder and rain and finally disappear from the market. Take Han Geng as an example, in 2013, Han Geng didn't follow the trend with" Geng phone " Launch Geng phone for the slogan, with built-in Han Geng app, which can grasp the latest trends of Han Geng in real time, and the price is more than 2000 yuan. However, after being sought after by fans for a short time, the low cost performance brought a lot of questions about money, and the price plunged rapidly, and the product ended in failure
Strong> is the new era of we media for musicians coming
In the context of the failure of many "front cars", how much chance does Taylor have to win in the field of science and technology this time
Comparing the game strategies of Kardashian and fruit sister, we can find that Taylor chose a more potential and risky entry point - social networking. The cultivation game of Kardashian and fruit sister launched by Glu uses the IP of stars as the selling point of the game itself, while the swift life bypasses traditional social media such as twitter and Weibo to build a bridge between fans and Taylor - not only a platform for fans to obtain Taylor's latest information, but also a platform for Taylor and his team to centrally operate and maintain fans. The fundamental difference between the two lies in: one is that technology companies promote products with the help of IP, and the other is that artists operate fans with the help of platforms
in the era of media explosion, information distribution has become increasingly accurate and fragmented. The decline of the era of Popular Idols has become inevitable, and the distribution of fan groups has become increasingly stratified. Fan stratification may not be a good thing for the development of newcomers in the whole pop music world, but for artists who already have sufficient fan resources, it is no different from providing convenience for them to gather fans and centralized maintenance.
for most musicians, the most obvious change in this era is the self-Media of musicians. Weibo or Twitter has become an important platform for artists to release information and interact with fans, and the communication cost has been greatly reduced. The most typical case is Jacky Xue's" Song depends on people's fire " , taking the identity of Duanzi player as the starting point, we continued to establish our own personality tag, and introduced the traffic brought by Weibo Duanzi to music works, successfully "saving the country with a curve"
Jacky Xue
in the context of the declining influence of traditional media, it is not easy to achieve large-scale fan attraction by relying on high-quality works alone. In the era of mass media, with the help of the power of social media, it is possible to build an artist centered fan ecosystem, and it can also become a two-way platform for artist publicity and fan consumption.
for head artists (such as Taylor) with a large number of fan resources, setting up their own interactive platform can further bypass traditional social media to achieve more vertical interaction with fans. It can be said that Taylor's customized app this time is a" physical "of musicians' self media Explore, and even dare to guess that Taylor after the self-supporting social app may really be self-supporting music streaming
editor: Mary