Apple Music finds the best way to tap into Taylor Swift fever, gain huge new platform


In June, Apple Music found an enemy in Taylor Swift. But now, they’ve reached an agreement that Apple can boast about.

Following the end of the sensational, super-successful 1989 World Tour, Taylor Swift herself announced a “surprise” on social media for her fans: a video of the Sydney show on the 1989 World Tour, peppered with interviews and footage from Swift’s dozens of musical guests, and available exclusively on Apple Music.


The teaser video above was posted to Taylor’s various social media channels, reaching her collective audience of a hundred million people. The 1989 World Tour Live will become available on December 20, just a week after the tour wrapped in Sydney, and a week after the singer turned 26.

The exclusive property of Apple Music, The 1989 World Tour Live is a surefire way for the music-streaming service to not only tap into a new millions-strong audience of dedicated Swift fans, but also to repair the relative damage caused in June, when Taylor herself criticized the company for failing to pay artists during its three-month trial period.

Who could forget that iconic letter posted on the singer’s personal Tumblr page? Within that now-infamous letter, Swift became the spokesperson for fellow artists—unsigned and signed—who may be struggling to make a living making music. She took the responsibility of standing up for the people in her industry, even though she was not at a financial disadvantage herself (far from it!). And within 24 hours, Apple reversed its decision, and decided to provide adequate compensation for artists during that trial period.

Back in June, Apple made a circumspect decision that may not have been based solely on doing what was right. They literally quaked under pressure from the queen of pop, and they didn’t stop there. Taylor, in an interview with Beats 1 (available to stream on iTunes), revealed that Apple reached out to her about filming the tour and releasing the video shortly after their first “altercation.” Clearly, Apple is dedicated to establishing a lucrative professional relationship with the woman who, arguably, dominates the entire music industry.

Unlike Spotify, which Swift also criticized, Apple isn’t content to let Swift fever slip through their fingers. Providing The 1989 World Tour Live exclusively on Apple Music is a guaranteed way to build their userbase, and ingrain themselves deeply into the Taylor Swift fanbase. Not one Swiftie will pass up the chance to buy and watch the live concert video, and therein lies the genius of Apple. This was a major coup for the behemoth tech company.

Lisa Lo Paro
Lisa is a freelance writer and bibliophile living on the outskirts of New York City. She likes 2 a.m. with a good book, takes cream in her coffee and heavily filters her photos. Check out her blog The Most Happy, her Instagram, and Twitter.

Simon & Schuster is writing the Taylor Swift book of your wildest dreams—that you can contribute to

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