5 Thought Leadership Lessons For CEOs From Taylor Swift
In 2023, no one sold more albums, concert tickets, or copies of Time Magazine than Taylor Swift.
Since releasing her first album at 16, the 34-year-old has risen to status of global megastar. Her most recent album, Midnights, her concert film Eras, and her ongoing tour of the same name broke records. Pundits have coined the term “Swiftonomics” to describe the effects of Swift and company arriving in town. The entertainment world hasn’t seen a phenomenon like Swift in decades.
How did she do this? And what can leaders learn from the Nashville, Tennessee native?
Champagne Problems: don’t underestimate the power of humor
After Time made its Person of the Year announcement, Swift on Instagram joked:
Time Magazine: We’d like to name you Person of the Yea-
Me: Can I bring my cat.
Fans called her reaction “humble” and “down-to-earth,” further cementing her popularity both in and outside of her millions of followers.
It turns out she was only half-joking. When the magazine appeared in early December with three different covers featuring Swift, one showed the singer in a black leotard, with hip cocked and, draped around her shoulders, Benjamin Button, her feline.
The takeaway for executives and thought leaders out there: a little humility and ability to poke fun at yourself can go a long way.
Karma: champion the people around you
2023 wasn’t only a banner year for the young singer. It was also a boon to her employees.
The pop star doled out about $55 million in bonuses for the dancers, caterers, drivers, riggers and more who worked on the Eras Tour, a source told People.
One trucking company that was hired by Swift told CNN that its drivers each received a surprise check worth $130,000 (US$100,000) over the weekend as a thank-you gift, complete with a handwritten note from Swift.
Michael Scherkenbach, founder and CEO of Shomotion trucking company said nearly 50 truckers received the six-figure bonus. He called it a “life-changing” amount of money.
Certainly, the billion-dollar pop star has the money. But that doesn’t diminish the generosity of the act. And no doubt it means that she can count on the loyalty of all of those employees when, and if, the going gets rough.
Swift’s not the only leader elevating team members, of course. Recently, Walmart CEO Doug McMillion began offering store managers company stock to make them feel like owners, not to mention performance bonuses that can reach up to 200% of base salary. The lesson: for thought leaders, it can be better to give than receive.
Bigger Than the Whole Sky: when things go wrong, be authentic
Before the singer went onstage for the first of three Eras concerts in Rio de Janeiro in November, a fan in attendance had to be rushed to the hospital, where she died. The region was experiencing an extreme heat wave, with temperatures soaring to 103 degrees Fahrenheit, but with a heat index that made it feel like 125.
Following news of the death of 23-year-old Ana Clara Benevides Machado, Swift wrote on social media: “I can’t believe I’m writing these words but it is with a shattered heart that I say we lost a fan earlier tonight before my show. I can’t even tell you how devastated I am by this. There’s very little information I have other than the fact that she was so incredibly beautiful and far too young.”
Later, she wrote, “I’m not going to be able to speak about this from the stage because I feel overwhelmed by grief when I even try to talk about it. I want to say now I feel this loss deeply and my heart goes out to her family and friends. This is the last thing I ever thought would happen when we decided to bring this tour to Brazil.”
Swift’s quick and emotional response countered any blowback the singer might have received. Her own grief came across as authentic, and for the most part the media and fans accepted her message.
CEOs and executive thought leaders should take this lesson to heart. In the face of adversity, setbacks or stumbles, prompt, authentic communication can not only defuse controversy but can also win new supporters.
The Story of Us: community is everything
As we write this, bad actors have flooded the internet with AI-generated pornographic images of Swift. In retaliation, fans countered by posting innocuous images for suspect search terms on social media.
How did Swift grow such a passionate fanbase?
Swift is an expert at making her fans feel like they’re part of a club. She fills her albums, lyrics and videos with Easter eggs and references to her personal life, including boyfriends, breakups, and favorite TV series.
Another example: in the weeks leading up to the release of her 2014 album 1989, she held a series of secret mini-concerts in different cities to preview the record. Invited fans got to meet Swift and taste her homemade cookies.
For executive thought leaders, the takeaway here is all about the power of lowering the drawbridge and sharing personal, human details with your audience. Regardless of industry, community is built around passion and emotion, not product.
Look What You Made Me Do: take control of the narrative
Far from being a pawn of The Man, Swift has taken control of her music and career.
The best-known example is her ongoing move to take control of her early recordings. In 2020, music mogul Scooter Braun bought the company that owned the master rights to her first six albums. Swift began re-recording those records, giving her control over the master rights to new recordings.
The so-called “Taylor’s Versions” have not only been popular but made fans excited for old material, thus propping up her Eras Tour, which has so far grossed over $1b.
“I think that is one of the most genius branding moves anyone has ever done,” said University of Oregon’s School of Music and Dance Senior Instructor Larry Wayte. “I can’t think of another way you can be so ruthlessly capitalistic, while also reclaiming power for artists and drawing a blueprint for other musicians in the future.”
For business thought leaders, the lesson here centers on seizing control of the narrative, rather than letting it control you. In the face of external pressures and pushback, Swift found a creative way to take reins and reframe it to her advantage.
One thing’s certain: 2023 belonged to Taylor Swift, and we may be marching to her music for some time to come. CEOs and executives looking to build their thought leadership footprint would do well to take note.
