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Shue, Jordan E.
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Spring 2023
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2023
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6067_Casper_Marcrum.pdf
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This paper examines various changes to the music industry through the lens of Taylor Swift. Swift's unique marketing relationship with her fans has allowed her to not only achieve worldwide success, but make waves in an industry that has historically undermined their artists. By examining Swift's career as a catalyst for major changes to the way music business conducts itself, the findings show that marketing towards the fandom is what makes a musician successful. Furthermore, the power of the pop star cannot be understated, and neither can the power of a pop star's relationship with their fans. Research on Taylor Swift's career, her fanbase, and her numerous stances against the music industry have proven that the industry must adapt in order to begin an era of fandom-focused marketing with an emphasis on artistic equity.
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