Later this month on 27th, Taylor Swift will launch her fifth album and first "official documented pop" album - 1989. She is one of the artists who is able to sell record number of albums. She, in previous avatar, was one of the top country singer.
Country music is quite popular in Nashville area. Country music fans are though smaller in number but they are fiercely loyal. Taylor swift brought a lot new new fans to this music community. Her appeal to newer fan base of teenage girls made her music superstar and a force to reckon with.
Now with her first pop album, Taylor has real chance of hurting her loyal base of country fans. She has been innovative in selling her music albums as well as her music shows. She is one of the most accessible celebrities. In her shows, she invites fans for tea parties, comments on fan's instagram messages, posts her cats and family videos.
With this album, she has added another way to connect to her fans - 1989 secret sessions. She looks for dedicated fans on instagram, twitter, tumblr and she invites them over to her various houses for private listening session for her new album. In the age of secrecy of celebs' private lives and her work - any one of fans can release the music titles online - it is remarkable and fresh but risk-prone new approach.
When I connect this approach to Malcolm Gladwell book - The tipping point- How connectors, marketers and maven are required to make a product tip?. She is looking to tap the marketers on the social media who has been in past a vocal fan of her and can act as her brand ambassador for her upcoming album. Whether it works or not remains yet to be seen.
Post script: Yesterday, she launched her new song "Out of the woods" on iTunes. It went to number one within minutes. It is after 1989 lead single "Shake it off" went on top of iTunes charts within minutes.