¿A qué se debe el éxito de Taylor Swift?

0:06 I' m Roberto Pombo welcome to my questions. A half- hurried program sponsored by Kfam theatre much more than theatre, a musical and cultural phenomenon owns the world. Taylor Swift, the singer, has succeeded in getting the U S Congress to legislate on artificial intelligence and everything it touches turns it into gold because of this cultural phenomenon, what lies in its global success. It will have the ability to influence the outcome of the presidential campaign in the United States. For this chapter we spoke with Paula Richullie, journalist of Shock magazine, with writer and teacher Manuel Carreño, with businessman Ricardo Leiva and Daniela Camelo Swifty and public relationist. I am Roberto Pombo and this is chapter eighty- two of my questions welcome. I don' t know if you remember that episode that happened in October of two thousand nineteen in Chile. A panel of experts in public transport recommended that the government of then President Sebastián Piñera raise the price of the Santiago Metro ticket by thirty pesos, reaching a maximum of eight hundred and thirty pesos. As a protest in the capital of Chile there were several days in which high school students entered the subway massively without paying, evading the tourniquets. It all began with a group of about eighty young students from the National Institute who stormed en masse at the stations Universidad de Chile, Bellas Artes

1:41 and Santa Lucía to skip the tourniquets and not pay the ticket. Then the protests spread to other stations another day, forcing several of them to close. The protests transcended the act of evading the passages and followed stronger protests that forced President Piñera to be a retort of the decision to mobilize that evidenced the dissatisfaction of much of the Chileans with his government. This little gesture of student power skipping the subway tourniquets in turn brought me something similar. You' ve heard of the kay poppers. They' re fans and fans of Korean pop bands. They are what are now known as fandom, which is a term that results from the mixture of English words fan and kingdom, that is, a community of followers. But what I was going to do is that Chile reminds me of the Kate Poppers, who have not only been important in the growth of the career of the artists they follow, but have come together as a global social group that can strongly influence the politics of the countries. This has been seen, for example, in the United States, when they boycotted the campaign of the then candidate and president of Unnald Trump, when they reserved thousands of chairs for a meeting of the Republican candidate and when the politician arrived at the event, much of the place was empty, so the event had to be cancelled. And in Colombia they have also had their impact. In May of two thousand twenty- one, while the day of protests was taking place in the country, eruditeism was promoting on Twitter. It was not yet x

3:14 several tendencies that opposed the demonstrations and in favor of the former numeral president. The only thing that was the numeral reason or support to Schmatt numeral, no more unemployment and several more. However, if you went to see the posts with those labels, you didn' t find almost trills on those songs, but videos of Korean pop bands like BTS or Wanna One or Black Ping. The power of a group of organized youth can be very great, and that also speaks of the power of popular culture. But if anyone knows about influences right now, it' s Taylor Swift, an American singer who might well be the most powerful person in the world right now. If you, like me, until recently did not know who is suchor, Sweet, I recommend you to come in, because it is not just a singer, but a marketing phenomenon that was not seen long ago. I' m going to give you an example for a dimension. It was July 20, nineteen hundred and sixty- nine, the then President of the United States, John Fitzer K Kennedy, had entrusted NASA with a mission to perform a manned landing and return to Earth, and that day humanity would see live one of the greatest feats of the human species. Not even the armstrom aboard Pole 11 was the first human to set foot on a celestial body outside planet Earth. He left us a sentence for the story. It' s a small step for man.

4:36 It was a big leap for humanity. To rea. It is estimated that that day, between one hundred and twenty- five and one hundred and fifty million people saw the transmission of that historic moment. Now let' s move fifty- five years forward. February two thousand twenty- four played the fifty - eight version of the Super Bowl, an American football match that pitted the San Francisco Forrinigners against Kansas City Chiefs. There' s a little detail. At the Cansas City Chiefs he played Frederis Kers, who happens to be a couple of Taylor Swift, who on that day was in the Palcos watching him play that day. An estimated one hundred and twenty- four million people in the United States watched the party broadcast. According to Brity magazine, the consumer research firm numerator concluded from a survey that twenty percent of Super Bowl viewers supported the chifs because of suit. The influence of Suite is not only at the level of marketing that also the figure of this singer has transcended and now has political weight. He has heard about deep fakes are videos edited so that the face of a certain person who is not in the video appears as he sees it with the new tools of artificial intelligence. This has become a serious problem recently because of the number of disinformative videos in which they falsify the faces of

6:10 politicians and celebrities, but especially because it has been used to make pornographic videos with the faces of women and their consent. According to the State of Deep Fakes report published last year, pornography consists of the overwhelming majority of online faxes and women account for ninety- nine percent of the people appearing on that content and despite the fact that it was a situation that had gone out of control, especially in the United States, there had not been any talk of legislating on this new technology until the victim of one of those unfortunate instances of pornographic video editing was Taylor Swift. Immediately the issue went from being a debate on social networks and media to having a real political impulse. It just happened.

6:58 The White House said that the explicitly manipulated images of singer Taylor Swift circulating on social media were very alarming and urged Congress to take legislative action against the phenomenon. In a social network statement X said he was actively eliminating the images and taking appropriate action against the accounts involved in their dissemination and formed a group and partisan of legislators from the U S House of Representatives who introduced the Law Banning Rebuttals, Falses and Unauthorized Duplications of Artificial Intelligence on January 10. This is not the first time SWIFT has influenced politics. In two thousand eighteen, during the U S presidential campaign, the singer posted on her Instagram account, in which at that time she had one hundred and twelve million followers, a post inviting them to register and go out to vote. After that, Foud Orc said that nearly sixty- five zero Americans, including eight to twenty- nine years, registered to vote in the twenty- four hours after publication, and a few days later, the number rose to more than one hundred and two thousand records. This was repeated last year when the artist published another similar message and the reaction was thirty- five thousand new registers to vote, an increase of twenty- three percent over two thousand twenty- two. But if you want to finish convincing yourself of the political weight that the singer has acquired, it is enough to say that an announcement of her support to some of the

8:33 presidential candidates could define the elections in the United States. Already in the previous elections suit and its audience. His support for two Democratic candidates for Congress cost him the attack of several Republican politicians and Donald Trump himself. That same year, Swift criticized Tennessee Republican Senator Marsha Blackburn and had Trump answer her. Auro Comillas is a tremendous woman. I' m sure Taylor Swift doesn' t know anything about her. Cierro Comillas already added that Sweve' s music now liked him about twenty- five percent less. In this new presidential campaign, the singer' s possible support for candidate Joe Biden has become a rumor. But the curious thing is the noise and media weight that has had the assumption of backing, as if that anointed him immediately as winner Hobona var kennek Firm Orden de dern Actor, Ken Spears and Betonio en ne suaf g Infirmations Casa fuera vale r Or so much so that the Republican pre- candidate, Donald Trump wrote on his Truth account the social network of his own economic group Agropomillas firma and I was responsible for the Music Modernization Act of Taylor Swirth and all the other musical artists. Joe Biden didn' t do anything for Taylor and he never will. There' s no way he can back corrupt Joe Biden, the worst and most corrupt president in our history, and be disloyal to the man who made him so much money. On top of that, I

10:05 like her boyfriend Travis, although he may be liberal and I probably can' t stand Cierro Comillas, a powerful and multimillionaire politician and entrepreneur begging in networks for the backing of a singer. I think there was never before that a singer' s public opinion could have so much political burden on celebrities' political positions there has always been a great debate. They are said to be disconnected from reality and therefore biased. I looked for the writer and teacher Manuel Carreño to ask him what has been the role of artists, celebrities and influencers in electoral politics. That' s what he told me. It seems to me that sometimes it' s kind of funny, that celebrities are often asked, and not just music stars, but athletes, even in their political opinion in Colombia, in the world, and they kind of get very hard if they decide not to get into politics, but if they do and the political position isn' t in line with what people expect, then they also get hard.

11:07 So it seems to me to me, but in that I do have a fairly simple view, and it is that, of course, you can have political ideas, and of course, you are in your right to express them and you want them to, but you can also not do so if you don' t want to. My point is, I don' t understand this thing about them being a model. I don' t think pop stars are a model, an example, or millions of people and everything. But finally, they' re people and I don' t think you should ever miss that. And it seems to me that, in addition, we are making a mistake as a society if we believe that the people who should guide us politically, because they are the pop stars who, finally, do not necessarily have to know about those issues. Then there are some who decide to get into political issues and it' s fine too. But then, those who don' t want to do it, because I think that it ' s okay and that it should also be important within each star, be responsible for what it says, knowing that that can affect many people who soon don' t have the issue so clear. And if the power of suite in politics is quite important in the economy, it may be more so.

12:18 Let' s start with the basics. In August of two thousand seventeen, Forms reported that Taylor varies two hundred and eighty million dollars. Then, in June of two thousand twenty- three, Fort revealed that his net worth had increased to seven hundred forty million dollars, compared to three hundred sixty- five million dollars of two thousand twenty and now, from February of two thousand twenty - four, Blumberg reported that Taylor' s net worth is officially one hundred million dollars. It is a kind of midas queen and something important to highlight is done by Forms magazine itself when it points out that Swif' s net worth is not derived to a large extent from rental secondary activities such as beauty brands, fashion lines, alcohol investments, etc, but that, as the magazine pointed out, it is a rare feat that Suez' s multimillionaire status was achieved to a large extent thanks to music. According to that same magazine, more than$ 500 million of the Swiss fortune comes from musical royalties and tours. It is estimated that he won$ 190 million after taxes in the first stage of being Tur his world tour and another$ 35 million with the first two weeks of screenings of the corresponding Taylor Swift concert film by r s You and at that point we need to pause to talk just about his movie already mentioned. Tailos Swift from Ears Tour is a film or documentary if you want to collect the artist' s experiences along his touring villone, but it

13:50 became more than that. The film quickly broke AMC' s record, the network theater company that projected its argument I brought in early ticket sales on the first day twenty- six million and with more than a hundred million dollars in global presales and according to the movie chain, it is already one of the most sold concert movies in the box office. And to make this singer' s fortune, it' s enough to say that her cat Olivia Benson has an estimated value of ninety- seven million dollars. According to Alla Baut Cats. As I would say, the economic impact of this woman' s career is such that the economic success of her tour. He deserved a report from the U S Federal Reserve in which he explains that suif concerts have triggered revenue from tourism and cities like Philadelphia. Only the singer' s three concerts in that city, before almost sixty- eight zero spectators in each, provoked a kind of mini hotel boom. According to data from the company str and FISIT Philadelphia, ninety- five percent of the more than fourteen zero hotel rooms available in downtown Philadelphia were booked, with rates ranging on average from$ 447 per night. An occupation not seen since May of two thousand nineteen, for the day of the commemoration of the fallen Memorial Day, is that the entertainment industry was one of the most benefited by the containment of the pandemic in Colombia.

15:18 For example, the indicator of economic follow- up in October of two thousand twenty- two reflected that the majority of production was driven by the arts and entertainment industry, which grew forty- six percent in cenual terms. He received two percentage points. It is enough to see the massive attendances to concerts to realize that it is so. How important in economic terms was the entertainment in the world after this question to businessman Ricardo Leiva. Entertainment became a tremendously relevant economy and industry and although ever- born was fully focused on entertaining. Today, entertainment has two fundamental foundations of growth. The first thing is that the people of the entertainment world became media and by sharing in media we have talked about celebrities often influencers sell in some cases far more products and have more reach than many of the media. So the influence has to do with influencing people to make attitudes, making decisions, today, buying decisions. Also because entertainment was mixed with even education issues. The world of exhibitions, itinerant exhibitions around the world are edutainment and the EDU tmn that education with entertainment, so that entertainment became a tremendously relevant economy today, tremendously influenced and powered by technology,

16:49 certainly by networks and by that democratization of networks, where there are no longer all who own everything, but each person has the possibility of how personal entertainment influence both politically, economically and altitudinally people, of course, Suiz would not have all this influence if it were not for its cultural impact. So you can get an idea of what it' s been like, I' ll tell you a couple of news stories about it. Post- concert amnesia exists and is something that thousands of Taylor Sweet fans have noticed. According to Time magazine, after several Swith concerts last year, many of the attendees turn to social media platforms like Reddit to describe their inability, to remember small details or even large parts of the program. One person wrote that he had waited six months for the concert and when he finished his brain tried to convince him that he had not been there. Another wondered if they had dissociated themselves during it and described feeling guilty for not leaving with more vivid memories. The article collects several testimonies of followers who do not remember having been in the concert of the songs and, if not for the videos recorded with their cell phones. They ' d think it was a massive hallucination. Of course, there is already a scientific explanation for this. According to Ewan mcney, associate professor at the

18:23 Department of Psychology at New York State University in Albany, as levels of body stress increase in response to exciting or distressing factors, memory- associated neurons begin to activate indiscriminately. That makes it really hard to form new memories. Another sign of its impact on its followers is that at a SWIFT concert in Seat in July last year, the ground moved so strongly by the movement of the seventy- zero attendees that it recorded signals in a nearby seismometer equivalent to an earthquake of magnitude of two- three, the seismologists said. And just to finish this stunt of achievements, Taylor Swift now has more number one albums than any woman in history. I confess I' m not the most attentive listener and it' s been Taylor Swiet' s music. That' s why I looked for a pure Daniela Camelo suisty, to ask her what Taylor Swift ' s music has made her so famous. Taylor Swit' s music has made her famous for four main reasons. The first, the lyrics and storytelling told by Taylor herself, She is where the music industry is currently, thanks to which absolutely everything is composed by her, based on her personal life and stories in podcast stories. Then everything finds art, everything finds music, and that allows the collection with its genuine fans, because you really understand that she is feeling what she is singing. Two versatility. Taylor started in the country

19:56 world, but then went to pop, which has been his most successful moment ten years ago. In two thousand fourteen he has made electro pop, he has made indie, he has passed through various genres in the ten albums that he currently has eleven. So this has allowed him to attract a wide variety of audiences that can connect with his various musical styles. Three, the relationship with the fans. Taylor says his most important relationship is with fans. And you can tell because, in fact, a time when Taylor, through social media, was very connected to the fans, he was strutting them, inviting them to his house, making them cookies and letting them listen to the records for the first time before anyone in the world. Then she has been building a very close relationship with the fans, allowing for a very close affection for her. Beyond the artist, it is towards the person and four. The marketing strategy to use the drama a little bit favor and is that Taylor, all the bad things that have happened to him in his personal life has made them art. Then this generates a lot of connection with people, because they have been able to take advantage of every moment when someone wants to hurt them or in drama with Kine and West drama with Kim Kardashan, when they did not allow him to buy the rights to their albums. All this, she has transformed it into something positive and her music her life. So this allows people to connect with her. To talk about Taylor Swift' s success, we need to talk about the connection of his followers and followers. The Suistis with the singer. Swift' s life has been an open book for all.

21:30 Like many celebrities, you always know who their partners are and their lives become public heritage. Suif' s personal dramas have also become the dramas of his followers, who feel it as their own and do not hesitate to take as a personal enemy whoever messes with the singer. And the cases have been several, but in order not to count them all, because it doesn' t reach the time, I have to count the most important case of Scooter Brown. In two thousand nineteen, after Swift let Mashane Records live, record label where he recorded his first six albums, Scooter Brown, an employee of the label, acquired them, which meant that he now had control of most of the singer' s work, which he had been trying to buy back his own masters. The artist posted on her Tambler account quotes. Now Scotter has stripped me of my life' s work that I didn' t get a chance to buy it. Basically, my musical legacy is about to fall into the hands of someone who tried to hold it. I' m closing Comillas. However, the artist made an artistic and marketing movement that seems made by a chess player. Trift has rewritten those first six albums and released them with a slightly different title. All Suiftes in the world then know that the Taylors Streft songs they must listen to and download are those of their new versions, which come with the added Taylors Version, and not those that they recorded with Bigmahon Records, for example, with their album or ons nine hundred eighty

23:00 - nine Taylous Version. Taylor Swift reached first place on Billboard two thousand and in January completed sixty- eight weeks at the top of the Billboard two hundred, surpassing the record that the bis presty had this, as a result, helped the singer achieve the biggest debut record to date. As I said before, his life story has become that of his fans. So, when the story that inspired his song Old To Well became known, a song of spite that talks about a love breakup. After an intense brief romance, the Swifts began to hate actor Jake Jellenghal who inspired the lyrics. How much the about exhibition of the life of Taylos Street has to do with its artistic success and connection with its followers. I asked Paula Richullie, Chuck magazine journalist. I think that the exhibition of Teller Swift' s life has been very good for his artistic success, since the way he narrates the stories of his relationships has allowed him to create a very authentic and very genuine connection with his fans.

24:11 Everything that happened, for example, with the red scarf that explained to him in the house. Well that kind of anecdotes and that kind of situation, because they resonate a lot with their fans and make them feel part of these stories as well. On the other hand, I feel that there is something in which she has been very skilled, and it is in generating expectation about her personal relationships. Every time you have a new couple, then you talk about how to make the song, how to make the album. Then she had to capitalize on it very well so that the attention focused only on her, on the personal, but also on her music. That was something she had to take advantage of very well. How to direct the conversation to go towards her music, which is, then, what she lives on at this point. I only have one question left, the one in the million.

25:04 What is the reason for Taylor Swift' s high level of success and power? The question has already been asked by several people, including academics. Harvard Gassette magazine at Harvard University published the article What exactly makes Taylor Swift so great. For example, the poet and literature teacher at Harvard Stephan and Berth were asked how good a composer Swift is, and Bert responded that she has a fantastic ear to understand how words that have many different gifts fit together as a repository both on the macro and the micro level. Alexandra gold, a clinical psychology fellow at Harvard Medical School, was asked why she seems to have a base of voting followers who feel intensely connected to her and her music. And Cold replied that it is by identification, that is, although there are cases of it that may not seem very identifiable the celebrity and lives a life different from that of its fans. What the lyrical content sings and the emotions that underlie the lyrical content are very related to many people. Dr Gale Stever is a professor of psychology at Empire State College and has studied fandoms for thirty- five years. She says that among the fans of votes there are three more common motivations, the talent of celebrity, the physical appeal or sensuality and the qualities of hero or model to follow. According to Stever, this is no

26:37 different than how we get to know someone I open quotes, whether it' s a media personality or our neighbor next door, we only know what he directs in showing us and create attributions based on these perceptions, something called perception for sociale closing quotes. For Emmy Schandler, Associate Professor of Public Relations at Boston Suite University, she is famous for publishing Easter egg tracks, as they are also told in their Instagram posts, about new music, ironic references, past fights and more. It also offers fans access to pre- sale tickets for their concerts, as well as the first listen to their tracks. These kinds of gifts create a notion of exclusivity, even though there are millions of fanatics. The reasons for Swift' s success are several. His talent, his narrative, his connection to his fandom, and also, his vision of Marketing has to be said. It has managed to amass great power not only economic, cultural and political, but also to have at its disposal a large number of people who follow it loyally. Few have been the leaders in history in achieving that level of impact on people. However, it has been even less of a match for him, and let us hope that she too is going to be. This phenomenon is new to me and does not fail to amaze me of what a fandom is capable of to a group of organized people.

28:02 I' m indebted to listen more to Taylor Swift' s music to understand its relevance. I am Roberto Pombo and this was chapter eighty- two of my questions. See you in the next chapter from now on. This chapter of my questions is available on all podcast platforms. This episode was made possible by the Kfam Theatre. Much more than theater Direction Roberto Pombo, Production general, juan Abel Gutierrez, editorial advisor, Daniel San Pedro Espina, scripts juan Abel Gutierrez and Johnny Rodríguez. Field production Marcela Salazar and Lucía Beltrán. Post- production of audio Carlos Bernar