Entry #6 "Welcome to New York"

 Taylor Swift is a mastermind when it comes to marketing strategies. Tonight, she will release 1989 Taylors version nine years after the original album was released. You may be thinking, "how can she re release an album when we've already heard the songs?" She has somehow successfully done it in the past and it all part of her plan to own her music.

    Everyone knows this album. You could play pretty much any song and everyone would be able to sing along. So why is Taylor trying to re release it when it has already had its spotlight? Wouldn't it just flop since everyone already knows the songs? Taylor is releasing all of her old albums that she does not own the rights to. By rerecording it, and calling it (Taylor's Version), she is able to re release the music she wrote and have the rights to do what she wants with it.

    She has done this with three of her previous albums all of which have broken records and have grown to become more successful than the original versions. She uses multiples tactics to be successful in releasing these re recorded albums.

    First, she is vulnerable with her fans and clearly states why she want to own the masters to her music. In doing so, she can decide what to do with her music and can make decisions to sell it for things like movies to use.

    Second, she capitalizes on her iconic eras previous success. We all remember the original 1989 era. You could not escape the songs such as "shake it off" or "wildest dreams." You probably saw on social media or the news countless pictures of Taylor being out with her friends and partying it up or how an innocent country girl moved to New York and switched it up. Taylor is recreating this feeling to create nostalgia from the original release. Lately, while on break from her tour, she has been seen out and about with friends, and dating Travis Kelce. This is similar to her lifestyle from the original 1989 era. Not only, is she reliving the moment, she is copying traditions from the original time period. Before the original album was released, she posted pictures of some lyrics from different songs giving us a sneak peak into the writing. She is doing the same thing now on Instagram posting handwritten lyrics from her notebooks that people are assuming are lyrics.

    This brings me to my last point. The re recorder albums are not the same by any means. Not only, can you hear a difference in her voice as she is recording these albums almost a decade later, but she is creating an entire new album as if it is the first time. In her new albums, she makes whole new photos and releases new vinyls and merch. She changes the idea of copying a previous era to making it a new era. 

    Lastly, she release additional songs along with the old favorites called (from the vault tracks). These are songs that she wrote with the original album but did not put on it for a variety of different reasons. Some of these songs have seen massive success such as All Too Well (10 Minute Version)(Taylor's Version)(From The Vault).

    Overall, Taylor is re releasing her old albums and creating a new kind of success that has not been seen before. This has created talk and rumors that other artists will follow in her footsteps. Due to her tactics and ability to reach into our memories she is able to create a new era that build off of the first one we all rememebr.