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Membership has its privileges. Hmm,

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you should copyright that. This

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is an apostrophe podcast production.

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Time-making began the tradition of selecting

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1927. The

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the most to influence the events of the

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past 12 months. That

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year, the editors of Time had

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on the cover. It

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was an editorial embarrassment, as Lindbergh

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was a global sensation by becoming

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the first person to fly solo

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across the Atlantic. To

2:43

remedy that oversight, Time

2:45

decided to feature Lindbergh as the Man

2:48

of the Year on the cover of

2:50

the year-end issue. The

2:53

tradition thus began. Welcome

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to your 2023 work recap. This

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front payment of $45 for three months plan equivalent

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to $15 per month required. New subscribers only.

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Renew for 12 months to lock in savings.

4:23

Taxes and fees extra. Additional restrictions apply. According

4:33

to Time's editor in chief, the

4:35

man of the year cover sprung

4:37

from the great man theory of

4:39

history, a belief that

4:41

individuals have the power to transform

4:44

society for better or for worse.

4:47

The recipient was usually a politician

4:49

or a titan of industry. 14

4:53

US presidents, five leaders of

4:55

Russia and three popes have been

4:57

recognized. There have

4:59

been controversial choices too, like

5:01

Hitler and Ayatollah Khomeini. Sometimes

5:04

it has been an object like

5:07

the computer in 1982 and

5:09

the endangered earth was named Planet of the

5:11

Year in 1988. Occasionally

5:15

time recognized a group. The

5:18

first time it did so was in 1950 when

5:21

it chose the American soldier as

5:23

men of the year as

5:25

they marched off to fight in Korea. And

5:28

time named American women as people of the

5:30

year in 1975. In

5:37

1999, the title man of

5:39

the year was officially changed to the

5:41

gender neutral person of the year. Although

5:44

the winner that year would be Jeff

5:46

Bezos. Donald Trump said

5:48

he turned down the offer to be person of the

5:50

year in 2017. Time

5:53

magazine replied saying there was not a speck

5:55

of truth to that. Every

5:58

year the time editorial. staff gets

6:00

together to assess the man, woman,

6:02

group, or concept that had the

6:04

most influence on the world. The

6:07

conversations are said to be both

6:09

entertaining and contentious. A lot

6:12

of arguing ensues. But

6:14

eventually, a consensus takes

6:16

place, and the cover

6:18

is revealed every December.

6:29

This year, Time magazine made an

6:31

unusual choice for person of the

6:33

year. The editor-in-chief

6:36

said that every year contained light

6:38

and dark, and 2023 had

6:40

significant shades of

6:42

darkness. In a divided

6:45

world, this recipient found a way to

6:47

transcend borders and be a source of

6:49

light. He said no

6:51

other person on the planet can move so

6:53

many people so well. Achieving

6:56

this feat is often chalked up to be

6:58

an alignment of the planets, but

7:01

that, he said, would ignore her

7:03

skill and her power. Her

7:06

name is Taylor Swift, and

7:08

she is an incredible marketer.

7:30

Taylor Swift is the first entertainer in

7:32

history to receive the title of Time's

7:35

Person of the Year. In

7:37

the center section of the magazine, it

7:39

listed her accomplishments in bullet form. It

7:42

took two pages to cover. Here

7:45

are a few highlights. Earnings

7:49

from her heiress tour are expected to be $4.1

7:51

billion. Only

7:54

female artists to land three number one albums on

7:56

the Billboard 200 in a calendar year.

8:00

Twice. Only female artist

8:02

to replace herself at number one. Twice.

8:06

Just surpassed Elvis Presley for the most

8:08

cumulative week spent at number one on

8:10

the Billboard 200. She

8:13

trails only the Beatles. First

8:16

artist to occupy all top ten spots on

8:18

the Hot 100 in a single week. Cop

8:22

artist on both Apple and Spotify with 26.1 billion

8:24

streams. Most

8:28

Grammy Song of the Year nominations

8:30

in history. Most

8:33

awarded artist in the American Music

8:35

Awards history. Holds

8:37

over 70 Guinness World Records

8:39

as of this writing. Personal

8:42

net worth $1.1 billion. Age

8:46

34. Taylor

8:56

Swift is a remarkable marketer.

9:00

Her ideas are smart, creative

9:02

and surprising. She

9:04

constantly evolves while maintaining a

9:06

consistent brand and nobody

9:08

in the music business works harder at

9:11

connecting with their fans. Unlike

9:13

many other successful artists, she does

9:15

it all with her music. She

9:18

doesn't have branded clothing lines,

9:20

sneakers, liquors or perfumes. She

9:23

does collaborations with other artists and

9:25

partnerships with brands like Capital

9:27

One and Apple. But

9:30

those are strategic choices to expand

9:32

her audience. And

9:34

Taylor Swift controls it all.

9:46

Back in 2005, a

9:49

15-year-old country artist named Taylor Swift

9:51

signed a contract with a company

9:53

called Big Machine Records. The

9:56

deal was for six albums. Subsequently,

9:58

Big Machine Records. records owned

10:00

all her master recordings. Meanwhile,

10:04

Big Machine Records was sold to

10:07

a private equity group called Ithaca

10:09

Holdings, owned by a powerful music

10:11

manager named Scooter Braun. Swift

10:14

had pleaded with Braun for the chance to

10:16

own her work. She was

10:18

then asked to sign a new contract

10:20

saying she would earn one album back

10:22

for each new album she recorded. It

10:26

was an onerous contract. When

10:29

the original six album contract expired,

10:31

Swift signed a new record deal

10:33

with Universal's Republic Records and

10:36

insisted on owning her own music

10:38

going forward. Not

10:40

long after, Braun sold her master

10:42

recordings to yet another holding company

10:45

for $300 million. That

10:48

meant this new holding company controlled

10:51

her master recordings, could decide

10:53

how her songs were used and

10:55

pocket the licensing fees. Taylor

10:58

Swift said the sale was her

11:00

quote worst case scenario and

11:03

said Scooter Braun had repeatedly

11:05

bullied her. Then

11:08

Taylor Swift did something bold.

11:11

She announced she was going

11:13

to re-record all six original

11:15

albums. As

11:19

the songwriter, Taylor Swift was able

11:21

to re-record those albums legally. As

11:24

of this writing, she has released four of

11:26

the six. She added

11:28

the words Taylor's version to the

11:30

album titles to identify them as

11:33

re-releases. Now, normally

11:35

people don't want to hear re-recorded

11:37

versions of favorite songs. But

11:40

here's the thing. Taylor

11:42

Swift's fans embraced the

11:44

re-recorded versions. Those

11:47

re-recorded albums consistently outperformed the original

11:49

releases and all went to number

11:51

one again on the charts. She

11:54

re-recorded all the songs and added

11:57

a few other songs from the

11:59

vault. Swift promoted

12:01

these re-recordings just like new albums,

12:03

with big announcements, full promotion, singles,

12:06

and new merch. It

12:08

was a power move. By

12:11

re-recording her songbook, movie studios

12:13

and advertisers would come to

12:15

Swift to license her music

12:17

now, essentially diminishing the value

12:19

of her old master recordings. Lots

12:31

of recording artists chafe under the

12:33

yoke of bad record label contracts.

12:36

Yet rarely would an artist entertain

12:38

the notion of re-recording their entire

12:40

back catalogue. But in

12:43

the battle of beloved original songs

12:45

versus brand new re-recordings, why

12:48

did her fans choose to go with

12:50

Taylor? Well, there

12:52

is an incredible connection between Taylor Swift

12:55

and her fans. They've

12:57

dubbed themselves Swifties. These

12:59

Swifties have been following Taylor Swift's

13:01

music for years. They

13:04

don't have favorite songs. They

13:06

have favorite eras. Each

13:08

era in Taylor Swift's life has been

13:11

preserved in amber on each album. Swifties

13:14

relate deeply to her

13:16

storytelling. There's also

13:19

a lot of Taylor-king going on. Taylor-king

13:22

is when Taylor quietly watches her

13:24

fans' social media posts. She

13:27

gets to know their names, their lives, their

13:29

ups and their downs. She'll

13:31

comment on their posts and

13:34

blow their minds. Taylor

13:42

Swift is a master at creating

13:44

a community of fans. As

13:47

one writer recently said, she

13:49

manages to scale the unscalable. Put

13:53

another way, she gives out bits and

13:55

pieces of herself to fans that ignites

13:58

her entire base. She

14:00

visits fans in hospitals. She

14:03

sent nurses working on the front

14:05

lines during the pandemic care packages

14:07

with personal notes. She

14:09

has shown up unexpectedly to a fan's

14:11

bridal shower in Ohio. She

14:14

paid off another fan's mounting student debt.

14:17

Swift wrote a charity song called Ronin,

14:20

based on the blog of a mother

14:22

who had lost her three-year-old son Ronin

14:24

to cancer. Swift gave the

14:26

mother a writing credit on the song. It

14:28

reached number 16 on the

14:30

Billboard charts, and all proceeds go

14:32

to a cancer research charity. In

14:38

2004, she staged a Swiftmas

14:40

campaign that went viral, sending

14:43

out hand-picked gifts to fans

14:45

with handwritten cards. She

14:48

invited fans to come and dance in the

14:50

video for her monster hit, Shake It Off.

14:53

She also reached out to fans who

14:55

are being bullied, explained how she relates

14:57

to them, and gave them

14:59

meaningful words of support. So

15:02

when fans see her supporting bullied

15:04

fans, they rallied behind Swift

15:06

when her record company bullied her.

15:09

And that's why her re-recorded album shot

15:12

to the top of the charts. And

15:17

sometimes, Taylor even invites

15:19

her fans over for cookies. Welcome

15:25

to your daily affirmations. Repeat

15:27

after me, working with others is

15:30

easier than ever. I strive for

15:32

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tap the banner to go to monday.com. Have

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out there is all harvested by data

16:03

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Automatically helps you get found in search

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engine so google and there's a spot

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for one night And to suggested floating

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ice not worth half a wonderful for

16:51

every long. Go to

16:53

bluehouse.com/wonder Street. He

16:55

days. Yeah, Randy! Since we founded

16:58

Bombers, we've always center socks, underwear

17:00

and t shirts are super soft.

17:02

Any new ideas? maybe sublimely soft

17:05

or disgustingly cozy? Plane was I

17:07

got a pompous, absurdly comfortable essential

17:09

for yourself and for those facing

17:11

homelessness because one purchase, dick, one

17:14

donated. Wow, did we just read

17:16

an ad? Yes! Bomb! This big

17:18

comfort for everyone. Got Obama saw

17:20

com flash a cat and you thought a

17:23

cast. For twenty percent off your first purchase. Walt

17:36

Disney One said that it's success

17:39

was to give customers everything you

17:41

could possibly give them. And

17:43

Taylor Swift has taken that to heart.

17:46

Here's proof. When. She

17:48

recorded her album titled Nineteen

17:50

Eighty Nine She held would

17:52

see called Sequence Sessions. swift

17:55

literally invited big groups of fans

17:58

to secret listening parties to hear

18:00

the new album first. But

18:02

here's the thing, the listening

18:05

parties were held in Taylor

18:07

Swift's homes. The

18:12

way she chose the invitation list says

18:14

a lot about Taylor Swift. She

18:17

tailored fans on the internet for a

18:19

year, quietly looking for super

18:21

fans who never had the chance to

18:23

see her before. Fans

18:25

who couldn't get tickets to her concerts

18:27

or had camped out on the sidewalk

18:29

for days, only to come up empty-handed

18:32

when tickets sold out, or

18:34

they simply couldn't afford them. 89

18:38

fans in each of the five cities

18:40

in the US and the UK were

18:42

contacted by Swift's team, told

18:44

they were invited to a special top-secret

18:46

event. They were asked to

18:48

meet at a specified spot. Then

18:51

they were bused to a second location.

18:54

They had no idea what they were in

18:56

for. I'm calling you from taylorswift.com and

18:59

we have an awesome opportunity for you. It's

19:01

a nervous excitement right now because we have no idea what's

19:03

going on. Except that we're on a bus and going somewhere.

19:06

What the fans didn't know was that

19:08

they were being bused to one of

19:10

Taylor Swift's homes. Meanwhile, Swift

19:12

was at home baking cookies and getting

19:14

ready for her guests. So this is

19:17

the first of these secret sessions, which

19:19

are little mini living room house

19:21

parties where I'm gonna be playing my

19:23

fans the album first. So

19:26

we wanted to surprise them and they're here,

19:28

they're out like mingling and eating and things like

19:30

that. I'm sure they know something's going on, but I don't

19:32

know if they think this is going on. As

19:35

the fans sat in anticipation in the

19:37

living rooms, Swift popped

19:39

in. Hey, guys! Hey, guys! Then

19:43

she played her new 1989 album, met

19:46

everyone, took pictures with each of the

19:48

89 guests, then

19:51

danced with them all in the living room.

19:54

Check it out on YouTube. There was a

19:56

lot of joy in those living rooms. When

20:00

I saw Taylor Swift explaining her fan

20:02

listening parties on the Graham Norton show,

20:13

Norton and the other celebrities couldn't

20:15

believe she was inviting fans into

20:17

her home. They were shocked.

20:20

But Taylor Swift said she loved it

20:22

and the fans were amazing. Those

20:25

listening parties were bucket list thrills for

20:27

fans and an extraordinary

20:30

act of fan appreciation. I've

20:34

been waiting for Paul McCartney to invite me

20:36

into his living room since

20:38

1967. Another

20:48

thing Taylor Swift does often is create

20:51

hidden Easter eggs in her work. In

20:54

the liner notes in CDs and vinyl

20:56

records, random letters on lyrics

20:58

are capitalized while the rest are

21:00

in lower case. Fans

21:03

realized that if you strung all the capital

21:05

letters together, they were encoded

21:07

messages. In a

21:10

song called Picture to Burn about

21:12

a cheating ex, the letters

21:14

formed the sentence, Date Nice

21:16

Boys. In a

21:18

song called Best Day, the capital

21:21

letter spelled God Bless Andrea Swift,

21:24

a tribute to her mom as her

21:26

parents were going through a divorce. And

21:29

in a song titled Fifteen, the

21:31

letters when strung together said, I

21:34

cried when recording this. But

21:37

the Easter eggs go beyond the lyrics. Every

21:43

Taylor Swift album has its own

21:45

vibe, aesthetic and color scheme. So

21:48

she will start wearing that particular color months

21:50

before a new album comes out. When

21:54

Swift started tweeting red heart emojis,

21:56

Fans instantly knew the next re-recorded

21:59

album was going to be the

22:01

one titled read. Fans

22:03

will been poor super older

22:05

albums looking for clues to

22:07

her upcoming song titles which

22:09

triggers record sales and millions

22:11

of streams. Even

22:16

her videos contain Easter eggs.

22:19

In. One video, there was a dollar

22:21

bill sitting next to Swift, a

22:23

subtle reference to a lawsuit where

22:25

she accused a powerful Dj of

22:27

sexual assault. T sued her

22:29

for three million dollars see countersued

22:32

for one dollar. The. Jury

22:34

sided with Swift in the video

22:36

look what you Made Me Do

22:39

from the Reputation album. There are

22:41

literally thousands of Easter eggs. It

22:44

may take fans decades. define them all.

22:47

Swift. Is patients. She.

22:49

Drops clues that foreshadow things that

22:51

haven't arrived yet, and sands excitedly

22:54

work together to break down the

22:56

codes. As Swift says

22:58

quote, it's really about turning new

23:01

music into an event for my

23:03

fans in trying to entertain them

23:05

in playfulness tbs clever ways. It's

23:09

also brilliant marketing. In

23:20

March of Twenty Twenty Three,

23:22

Taylor Swift embarked on her

23:24

History Making Errors tour. Instead

23:27

of breaking a new album, she

23:29

decided to celebrate seventeen years of

23:31

recording, dedicating a section of the

23:34

concert to each album era. Most.

23:37

Major recording artist travel with one

23:39

huge stage for a concert tour.

23:42

Think. The Rolling Stones Or Katy

23:44

Perry? For the era's

23:46

tour, Taylor Swift created a

23:48

different staging for each of

23:50

the heiress. so for

23:53

a set list of forty four

23:55

songs there's ten distinctive sets for

23:57

the ten different areas designed

24:00

by her in-house Taylor Swift

24:02

Tour production company. The

24:05

Wall Street Journal reported that the tour is

24:07

one of the most expensive and ambitious of

24:09

the 21st century. The

24:12

staging takes about two to three

24:15

weeks to transport and assemble. Because

24:18

of that, Swift is only playing big

24:20

cities and settles in for three or

24:22

four nights in each town. She's

24:25

playing a six-night stand in Toronto

24:27

in November, the first artist to

24:29

ever play six shows at the

24:31

Rogers Centre. It's sold

24:33

out. Over

24:35

300,000 people will attend those concerts,

24:38

the equivalent of a mid-sized Canadian

24:40

city. The

24:42

tour includes 151 shows and five continents. One

24:47

concert stop alone has a waiting list of

24:49

2.8 million Swifties. Her

24:56

team has created powerful marketing for the

24:58

tour. There is a loyalty

25:00

program. Fans who buy

25:02

her albums and merchandise or share

25:04

her content are pushed further up

25:07

the priority list to land hard-to-get

25:09

tickets. There are

25:11

also exclusive pre-show events, surprise

25:13

meet and greets, online contests,

25:16

and Swift engages directly with her

25:18

fans on TikTok providing regular updates

25:21

as the tour progresses. And

25:23

by the way, she's gifting her

25:26

sound technicians, caterers, dancers, truck

25:28

drivers, and other valued tour

25:30

staff over $55 million in bonuses. In

25:44

a brilliant marketing move, Taylor Swift

25:47

brought her eras tour to the

25:49

big screen. The

25:51

three-hour concert film reportedly cost $15

25:54

million to make and Swift

25:56

funded it herself. When

25:59

it came to distributing the movie, her

26:01

team met with Hollywood Studios but didn't

26:03

like the deals they were presented with.

26:06

Then her father Scott Swift had

26:08

a crazy idea. Why

26:11

not skip the Hollywood Studios and

26:13

distribute the film directly to theaters

26:15

themselves. Theater chain

26:17

AMC gladly took the offer, putting

26:20

the film in over 8,500 screens

26:23

in nearly 100 countries. The

26:25

ticket price? $19.89. AMC

26:30

reported the most tickets ever sold in

26:33

an hour. The company said

26:35

it rivaled the excitement of the early

26:37

Beatles films. With

26:39

only two entities sharing profits and

26:42

no middlemen, AMC will make

26:44

43% of the revenues

26:46

and Taylor will pocket the other 57%. Opening

26:53

weekend became the highest-grossing concert

26:56

film of all time, breaking

26:58

in 93 million dollars. The

27:01

second biggest October movie opening ever.

27:05

Time magazine states that Swift stands to

27:07

make about 100 million dollars

27:09

from the movie. And remember this,

27:12

she has released the entire era's

27:14

tour in theaters while the

27:16

era's tour is still in motion.

27:19

She has no fear that it will eat into

27:22

ticket sales as all her shows

27:24

are already sold out. Millions

27:27

of her fans who couldn't get tickets or

27:29

live in small towns are lining up for

27:31

the movie. And fans lucky

27:33

enough to have been to her concert go

27:35

to the movie to see the show up

27:37

close and personal instead of watching

27:40

it on a jumbo screen in the

27:42

stadiums. After only

27:44

seven weeks of release, the film

27:46

had grossed over 250 million

27:49

dollars. The

27:51

era's tour film also helped

27:53

rescue movie theaters who

27:55

had just come off lean pandemic

27:57

years and the Hollywood strikes. Let's

28:08

talk the Taylor Effect. Swift's

28:11

earnings from her tour will be more

28:14

than the yearly economic output of 42

28:16

countries. Time

28:19

magazine reports that Swifties have boosted the

28:21

U.S. economy by $5.7 billion, as each

28:26

concert-goer spends an average of $1,300 each.

28:30

Airbnb even sees record-setting demands

28:32

in each city Taylor visits.

28:36

Recently, she started dating Travis

28:38

Kelsey, all-star tight end for

28:40

the Kansas City Chiefs of

28:42

the NFL. That

28:44

caused his jersey sales to jump 400 percent,

28:48

and his games saw a massive

28:50

increase in viewership. There

28:52

are at least 10 college classes

28:54

devoted to Taylor's music, including

28:57

one at Harvard. And

29:00

in maybe the most Swiftsonian moment

29:02

of all, Taylor released

29:04

8 Seconds of Static on

29:06

iTunes by mistake in

29:09

2014. Those

29:11

8 seconds went to number one in

29:14

Canada. Anyone

29:25

who is 34 and holds over

29:27

70 Guinness World Records is

29:29

clearly a force of nature. Taylor

29:32

Swift is that rare artist who can sell 200

29:35

million records in an era

29:37

when music is virtually free

29:39

on streaming services. She

29:42

is a self-made billionaire without

29:44

any side hustles. She

29:47

is re-recording her entire back catalogue

29:49

to maintain control over her destiny.

29:52

I Heart Radio, the largest radio

29:54

network in America, has agreed to

29:56

only play her re-recorded versions going

29:59

forward. She is an

30:01

artist who locks arms with her fans

30:03

over issues that mean something to them,

30:06

and they lock arms with her in

30:08

return. World leaders

30:10

beg her to perform in their countries.

30:14

She is there to confront the status

30:16

quo. She stood up to

30:18

a powerful music DJ and won. She

30:21

wanted to regain ownership of her

30:23

master recordings and won. She

30:25

challenged Apple and Spotify to pay artists

30:28

in a more equitable way and won.

30:30

She defied Hollywood

30:33

and won. Through

30:36

it all, she is a global

30:38

phenomenon that feels intimate and genuine,

30:41

by going above and beyond the call

30:43

with her fans. And

30:46

that is the definition of

30:48

incredible marketing. When

30:51

you're under the influence. I'm

30:54

Terry O'Reilly. This

31:01

episode was recorded in the

31:03

Terrestream Airstream Mobile Recording

31:05

Studio. Producer Debbie O'Reilly.

31:07

Sound engineer Jeff Devine.

31:09

Research Alison Pinches. Under

31:12

the influence theme by Ari Posner and

31:14

Ian Lefever. Tunes provided by

31:17

APM Music. Follow me

31:19

on social at Terry O. Influence.

31:22

This podcast is powered by Acast.

31:25

And if you'd like to

31:27

read next week's Fun Fact,

31:29

just go to apostrophepodcasts.ca and

31:32

follow the prompts. See

31:34

you next week. Thanks

31:52

for watching! Marketers

32:01

and advertisers, brands big and small,

32:03

you've been after a special someone for a while

32:05

now. You think they're into you.

32:07

I mean, you share the same interests, both

32:10

passionate about the same stuff. Why wouldn't

32:12

they be? Wait. There's

32:15

a moment of silence. It's

32:17

really just you two alone. They're

32:19

waiting. Go on, shoot your shot.

32:22

You've got a voice. Use it now. Hearts

32:24

are racing. Breathing becomes heavier. This is

32:26

your chance to win them over. So

32:29

what are you gonna say? Get closer

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to your audience. Make podcast ads with Acast.

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Head to go.acast.com/closer

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to get started.