Taylor Swift is not only one of the leading stars in the world. She is also a marketing innovator — as exemplified by her recent decision to abandon Spotify.
Here’s one perspective on Swift as a marketing pioneer from Knowledge@Wharton:
If you’re ready to ‘party like its 1989,’ you’ll have to talk to Taylor Swift first. The pop star recently applied to trademark that phrase and others related to her songs — a move that marks a shift in the industry, as artists, songwriters, and music publishers increasingly become independent brands. But the case also raises questions about where artists and industry players might cross the line and damage their reputations.”
“Swift’s trademark quest could work out fine, or it could backfire, according to R. Polk Wagner, a professor at the University of Pennsylvania Law School, whose specialties include copyright and trademark law. ‘She could trademark every line from her lyrics, but there are real limits,’ he said. ‘Every time she does that, she is risking money and risks [her] reputation. Twitter She has to walk a careful line between being an aggressive brander, promoter and builder of the Taylor Swift brand and crossing that line into aggressively suing her fans and customers.’”