{"id":6964,"date":"2016-05-13T13:33:00","date_gmt":"2016-05-13T13:33:00","guid":{"rendered":"https:\/\/www.designmantic.com\/blog\/?p=6964"},"modified":"2023-09-08T13:02:28","modified_gmt":"2023-09-08T13:02:28","slug":"taylor-swift-apple-music-branding","status":"publish","type":"post","link":"https:\/\/www.designmantic.com\/blog\/taylor-swift-apple-music-branding\/","title":{"rendered":"Taylor Swift + Apple Music = Smart Branding"},"content":{"rendered":"<p>Earlier in April, Apple released an ad which showed Taylor  Swift fall flat on her face. On a treadmill. While listening to Drake and Future\u2019s  \u201cJumpman\u201d on a workout related playlist from Apple Music. The singer then proceeded  to rap when she was still on the floor. And if the grimace on her face is any  indication, she was also in a great deal of pain. Here is the ad.<\/p>\n<div style=\"margin-top:40px; margin-bottom:40px;\" align=\"center\"><a href=\"https:\/\/www.designmantic.com\/logos\/search?utm_source=taylor-swift-apple-music-branding&amp;utm_medium=topbutton&amp;utm_campaign=ctatracking\" target=\"_blank\" class=\"cta-button\" rel=\"noopener noreferrer\">Professional Logo Maker<\/a><\/div>\n<p>As you can see, it starts off well enough.<\/p>\n<p align=\"center\"><iframe src=\"https:\/\/www.youtube.com\/embed\/fK_zwl-lnmc\" allowfullscreen=\"\" width=\"560\" height=\"315\" frameborder=\"0\"><\/iframe><\/p>\n<p>Let\u2019s see that faceplant again.<\/p>\n<p align=\"center\"><a href=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/05\/Taylor-vs-Treadmill.gif\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/05\/Taylor-vs-Treadmill.gif\" alt=\"Taylor vs Treadmill\" title=\"Taylor vs Treadmill\" class=\"alignnone wp-image-6967\" width=\"560\" height=\"\"><\/a><br \/>\nImage Source: Taylor vs. Treadmill Ad<\/p>\n<p><strong>Ouch!<\/strong><\/p>\n<p>The ad ends with the tagline \u201cDistractingly Good.\u201d Basically,  the premise is that any song that is heard on Apple\u2019s playlist is so good that  it can cause even the best of us to lose ourselves in it. The spot became a  viral hit and garnered over 11 million shares in just four days.<\/p>\n<p>This ad was made live back on April 1st and is  one of three similar ads that promote Apple\u2019s streaming services \u201cApple Music.\u201d  In one of her latest ads she also prepares to  go out with Jimmy Eat World and dances like  crazy with a tune by Out to the Darkness.<\/p>\n<p><a href=\"https:\/\/www.designmantic.com\/blog\/interactive-media\/9-lessons-from-apple-design-journey\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Apple\u2019s design journey<\/strong><\/a> has always been an inspiration  for brand experts. It is easy to see why. The brand is known for its creative  ads and for using people that make consumers take notice. Its recent ad  campaign featuring Taylor Swift promoting \u201cApple Music\u201d, is a case in point.<\/p>\n<p>However, it should be noted that this service wasn\u2019t winning  any popularity contests when it was launched ten months ago. It was even  heavily criticized by industry professionals like Bob Lefsetz who explicitly  expressed how much he hated the service during the three month trial period.  Other users seemed to agree. After the trial period ended, Apple  Music only managed to hit 6.5 million paid users.<\/p>\n<p>After Taylor Swift\u2019s ad promoting the service launched, \u201c<strong><a href=\"http:\/\/9to5mac.com\/2016\/04\/26\/apple-music-now-has-13-million-paying-subscribers-up-from-11-million-in-february\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Apple  Music\u201d now has 13 million paying subscribers<\/a><\/strong> which is up from 11 million in  February this year.<\/p>\n<p>Considering that Taylor  Swift criticized Apple once, why would the brand choose her in its  campaigns at all? Simply because she is Taylor Swift, a singer who has a  massive following on social media and is famous for writing lyrics that a lot  of people can relate to.<\/p>\n<p>In a  previous post, we discussed how <a href=\"https:\/\/www.designmantic.com\/blog\/coca-cola-one-brand-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Cocoa Cola\u2019s one brand strategy<\/strong><\/a> is an attempt by the brand to  refresh its image. In this post, we will discuss how Apple uses Taylor Swift to  refresh its own image and promote its <a href=\"https:\/\/www.onestream.live\/?utm_source=designmantic&amp;utm_medium=blog&amp;utm_term=live_streaming\" target=\"_blank\" rel=\"noopener noreferrer\">live streaming<\/a> service.<\/p>\n<div style=\"background:#fff; padding:10px; margin-bottom:10px;\">\n<p>Our panelists for today discuss how incorporating the singer  into the ads is a smart move on Apple\u2019s part.<\/p>\n<ul style=\"margin-left:30px;\">\n<li><span style=\"color:#bf174a\"><strong>Larry Jackson<\/strong><\/span>, Head of Content at Apple Music<\/li>\n<li><span style=\"color:#bf174a\"><strong>Paul Schordt<\/strong><\/span>, Entertainment Editor at Business Insider<\/li>\n<li><span style=\"color:#bf174a\"><strong>Emilee Lindner<\/strong><\/span>, Senior Editor at Fuse<\/li>\n<\/ul>\n<\/div>\n<p align=\"center\"><a href=\"https:\/\/twitter.com\/AppleMusic\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/05\/Larry-Jackson.gif\" alt=\"Larry Jackson\" title=\"Larry Jackson\" class=\"alignnone wp-image-4050\" width=\"700\" height=\"\"><\/a><\/p>\n<h2>Distractingly Good<\/h2>\n<p>We already discussed Taylor\u2019s Swift\u2019s famous faceplant on  Apple\u2019s first ad for its streaming service. A few days after it aired,  <a href=\"http:\/\/www.billboard.com\/articles\/news\/7325346\/taylor-swift-apple-ad-drake-sales-itunes\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><strong>iTune sales for Drake\u2019s \u2018Jumpman\u201d shot up 431 percent<\/strong><\/a>. That\u2019s a staggering  number but it isn\u2019t surprising considering that the decision to feature Swift  was to tap into her massive following on social media.<\/p>\n<p>Apple\u2019s Head of Content, Larry Jackson explains the choice \u2013<\/p>\n<blockquote><p>\u201cTo really get an idea that was simple, informative and funny with hooks is really like writing a song. With an artist that\u2019s got 73 million followers on Instagram, that\u2019s bigger than NBC, CBS and Fox and the viewership of primetime combined.\u201d<\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">I don&#8217;t dislike Taylor Swift or anything but watching her faceplant on a treadmill is super satisfying.<\/p>\n<p>\u2014 Jennie Booxla (@Baxenwald) <a href=\"https:\/\/twitter.com\/Baxenwald\/status\/728008444016496641\">May 4, 2016<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Distracting good. Apple music?  Maybe. Taylor Swift faceplant? Definitely. <a href=\"https:\/\/twitter.com\/hashtag\/mkt380csula?src=hash\">#mkt380csula<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/blogworthy?src=hash\">#blogworthy<\/a>  <a href=\"https:\/\/t.co\/mJHCH44YiS\">https:\/\/t.co\/mJHCH44YiS<\/a><\/p>\n<p>\u2014 Michael Germano (@profmgermano) <a href=\"https:\/\/twitter.com\/profmgermano\/status\/719343236892852225\">April 11, 2016<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Taylor Swift&#8217;s Faceplant Caused Drake&#8217;s Itunes Sales To \u2026 : <a href=\"https:\/\/t.co\/AwAEl3xEpy\">https:\/\/t.co\/AwAEl3xEpy<\/a> &#8230;. <a href=\"https:\/\/t.co\/Zu6yElhSmt\">pic.twitter.com\/Zu6yElhSmt<\/a><\/p>\n<p>\u2014 Henry Clark (@henryclark624) <a href=\"https:\/\/twitter.com\/henryclark624\/status\/717753050190843904\">April 6, 2016<\/a><\/p><\/blockquote>\n<p align=\"center\"><a href=\"https:\/\/twitter.com\/paulschrodt\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/05\/Paul-Schordt.gif\" alt=\"Paul Schordt\" title=\"Paul Schordt\" class=\"alignnone wp-image-4050\" width=\"700\" height=\"\"><\/a><\/p>\n<h2>Dance Like No One\u2019s Watching<\/h2>\n<p align=\"center\"><iframe src=\"https:\/\/www.youtube.com\/embed\/wJ4Ku5EL2xE\" allowfullscreen=\"\" width=\"560\" height=\"315\" frameborder=\"0\"><\/iframe><\/p>\n<p>Apple\u2019s latest ad has a tagline \u201cDance like No one\u2019s  Watching\u201d and was launched on May 12. In the ad, we hear Taylor saying \u201cI love  a quiet night at home\u201d after which she plays \u201cI Believe in a Thing called love\u201d  by The Darkness. The singer then proceeds to dance, like the tagline suggests;  like no one is watching.<\/p>\n<p>Apple\u2019s intention is to use Taylor\u2019s image to sell its \u201cFor  You\u201d playlist recommendations. And it does this by using a singer who is  insanely popular for writing lyrics that everyone can relate to. Here is what  Business Insider editor Paul Schordt,  has to say about it \u2013<\/p>\n<blockquote><p>\u201cTaylor Swift is unmatched in her ability to make audiences feel like she is just like them, and this clip will remind many of a Friday night blasting the speakers at home in solitude (if your home looked really expensive). There\u2019s no doubt that\u2019s what Apple is going for in its race to become the dominant music streaming service.\u201d<\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">But when I dance like no one&#8217;s watching I look nowhere near as chic and hilarious as Taylor Swift.<\/p>\n<p>\u2014 Alex Goldschmidt (@alexandergold) <a href=\"https:\/\/twitter.com\/alexandergold\/status\/730768248468201474\">May 12, 2016<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">This song is THE JAM. &#x1f483;&#x1f3fc;&#x1f483;&#x1f3fc; RT <a href=\"https:\/\/twitter.com\/taylorswift13\">@taylorswift13<\/a>: Dance like no one&#8217;s watching <a href=\"https:\/\/twitter.com\/AppleMusic\">@AppleMusic<\/a> <a href=\"https:\/\/twitter.com\/thedarkness\">@thedarkness<\/a><a href=\"https:\/\/t.co\/FXGBabieQP\">https:\/\/t.co\/FXGBabieQP<\/a><\/p>\n<p>\u2014 Emily Russell (@EmRuss11) <a href=\"https:\/\/twitter.com\/EmRuss11\/status\/730741807676428290\">May 12, 2016<\/a><\/p><\/blockquote>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\"><a href=\"https:\/\/twitter.com\/hashtag\/Protip?src=hash\">#Protip<\/a> &#8220;Only dance like no one&#8217;s watching, really when no one is watching, especially if Taylor Swift asks you in her video&#8221;<br \/>\nYou&#8217;re welcome<\/p>\n<p>\u2014 Iron Man (@Fandango_Cheese) <a href=\"https:\/\/twitter.com\/Fandango_Cheese\/status\/681391593543237633\">December 28, 2015<\/a><\/p><\/blockquote>\n<p align=\"center\"><a href=\"https:\/\/twitter.com\/EmileeLindner\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><img decoding=\"async\" src=\"https:\/\/www.designmantic.com\/blog\/wp-content\/uploads\/2016\/05\/Emilee-Lindner.jpg\" alt=\"Emilee Lindner\" title=\"Emilee Lindner\" class=\"alignnone wp-image-4050\" width=\"700\" height=\"\"><\/a><\/p>\n<h2>Every Song For Every Moment<\/h2>\n<p align=\"center\"><iframe src=\"https:\/\/www.youtube.com\/embed\/DOIQ5i87-Kg\" allowfullscreen=\"\" width=\"560\" height=\"315\" frameborder=\"0\"><\/iframe><\/p>\n<p>Apple also used the Taylor Swift effect in a similar on  April 18th. The tagline this time is \u201cEvery Song for Every Moment.\u201d  In it, the singer is singing \u201cThe Middle\u201d by \u201cJimmy Eat World\u201d and dancing as  she gets ready for a night out on the town. She also says that she \u201cused to  listen to this in middle school.\u201d<\/p>\n<p>Apple reports that the tune has enjoyed a whopping <a href=\"http:\/\/www.thewrap.com\/taylor-swift-apple-ad-gives-jimmy-eat-world-song-1500-percent-sales-boost\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"><strong>1,500  percent lift<\/strong><\/a> since Apple featured Taylor Swift dancing to it in the ad. Emilee Lindner says that the spike  in popularity surprising considering that \u201cThe Middle\u201d came out way back in  2001 \u2013<\/p>\n<blockquote><p>\u201cThe Taylor Swift Effect is real! A few days after Ms. Swift lip synced Jimmy Eat World\u2019s 2001 hit \u2018The Middle\u2019 in a new spot for the Apple Music campaign, the song has creeped into iTunes Top Songs Chart. The little ditty currently sits at No. 32 on the chart. Not bad for a song that came out 15 years ago.\u201d<\/p><\/blockquote>\n<p>Apple Music has experienced its fair share of criticism over the years. Featuring Taylor Swift in its ads is a smart move on Apple\u2019s since it was successful in making \u201cApple Music\u201d more popular than it had ever been.<\/p>\n<p><script async=\"\" src=\"\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<style>\n.twitter-tweet{margin:0 auto;}<br \/>\n<\/style>\n","protected":false},"excerpt":{"rendered":"<p>Earlier in April, Apple released an ad which showed Taylor Swift fall flat on her face. On a treadmill. While listening to Drake and Future\u2019s \u201cJumpman\u201d on a workout related playlist from Apple Music. The singer then proceeded to rap &hellip; <a href=\"https:\/\/www.designmantic.com\/blog\/taylor-swift-apple-music-branding\/\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":6966,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[253],"tags":[],"class_list":["post-6964","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creative-branding"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Branding of Taylor Swift &amp; Apple | DesignMantic: The Design Shop<\/title>\n<meta name=\"description\" content=\"Apple uses Taylor Swift to promote its streaming service, Apple Music. 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Evan is also a design pro, who has shown a predilection towards DIY design projects.","sameAs":["https:\/\/x.com\/https:\/\/twitter.com\/EvanBrownDM"],"url":"https:\/\/www.designmantic.com\/blog\/author\/evan-brown\/"}]}},"_links":{"self":[{"href":"https:\/\/www.designmantic.com\/blog\/wp-json\/wp\/v2\/posts\/6964","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.designmantic.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.designmantic.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.designmantic.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.designmantic.com\/blog\/wp-json\/wp\/v2\/comments?post=6964"}],"version-history":[{"count":13,"href":"https:\/\/www.designmantic.com\/blog\/wp-json\/wp\/v2\/posts\/6964\/revisions"}],"predecessor-version":[{"id":22316,"href":"https:\/\/www.designmantic.com\/blog\/wp-json\/wp\/v2\/posts\/6964\/revisions\/22316"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.designmantic.com\/blog\/wp-json\/wp\/v2\/media\/6966"}],"wp:attachment":[{"href":"https:\/\/www.designmantic.com\/blog\/wp-json\/wp\/v2\/media?parent=6964"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.designmantic.com\/blog\/wp-json\/wp\/v2\/categories?post=6964"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.designmantic.com\/blog\/wp-json\/wp\/v2\/tags?post=6964"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}