10 things progressives can learn from Taylor Swift
By Benjy Cook, Chief Executive Officer @ Lunda and self-proclaimed 'Swiftie'
Glossy online content is not just in the world of the rich and famous, political movements and actors are equally responsible for creating and disseminating this brand of highly scripted and polished content that audiences find unrelatable and unauthentic. Taylor is a normal person and people love her for it. This is an non exhaustive list of how she does it:
1. Authenticity
Taylor is a regular person. Or at least she tries to be, as normal a ‘Time Person of the Year’ could be. Watching clips of her on YouTube or via social media, you will not see a mega polished celebrity persona. You will see a genuine person, who has ups, downs, who is not afraid to be perceived as not “cool”, etc. She talks and treats people the same no matter who they are, and doesn’t hide or couch her thoughts behind honeyed words.
2. Direct Contact
Taylor Swift was an early adopter of social media, starting with MySpace and then moving to Twitter, Tumblr, Instagram, and finally TikTok. She consistently ranks among the top 5 users on these platforms because she prioritizes direct engagement with her fans. Recognizing early on the importance of bypassing traditional media gatekeepers, she has maintained control over her connection with supporters. This strategy has not only allowed her to thrive in the digital age but also to navigate challenges, such as issues with her music label, with greater independence. When artists have direct contact with their audience, they are less reliant on intermediaries.
3. Heroes and villains
Art, like politics, often features heroes and villains, despite reality's complexities. Taylor Swift frequently incorporates this dynamic into her songs, often depicting romantic conflicts. Beyond her music, her career also mirrors this narrative structure, such as the 2009 incident when Kanye West interrupted her award speech, casting him as a villain in the public eye.
Political movements can benefit from a similar approach by framing their cause or candidate as the hero and opponents as villains. While not always fair, this storytelling technique can make for a more compelling story.
4. Mythology
Over time, the hero and villain dynamic in Taylor Swift's career has evolved into a kind of mythology. She often depicts herself as overcoming various adversaries, from Kanye West to Spotify, Apple, and her former management, in a series of high-profile conflicts. These stories have become almost mythical, similar to legends like St. George and the dragon. This narrative is strengthened by her direct connection with fans, which allows her to communicate her side of events independently, without relying on record labels, media, or other intermediaries. This connection has been crucial in shaping and sharing her story.
As Martin Luther King Jr. said, the arc of history is long, but it bends towards justice. Make sure to always place your movements or community’s story on the arc of history - until it finally evolves into a shared mythology that empowers and motivates your supporters.
5. Movement Generosity
Taylor's always very willing, even if she hasn't been directly wronged, to represent others who have been wronged. There are several examples in Taylor's career where she has done this. One of these is the Apple music letter. Apple was cheating artists out of the royalties that they really deserved from the platform, and they were using their immense power to do this. Taylor, as a huge artist who doesn't need the moneysaw the her fellow artists that were really suffering and who couldn’t make a living as a musician. So she used her power, and she pulled her album from Apple and wrote an open letter. Apple caved almost instantly.
The lesson here for movements is the importance to help and support other value aligned movements. It's important for the eventual change you want to see, it's important in how other progressives and their respective parties and organizations community will see you. Lastly and most importantly right now they might need you, but later on you're going to need them.
6. By the people, of the people, for the people
If the @taylorswift13 account posts something, it's Taylor posting it, probably on her iPhone (covered in cat stickers and glitter with candy stuck in the buttons - See? Authenticity!). However, in 2012, during an album launch, she created "Taylor Nation," an unofficial fan account. She handed it over to a few teenage fans, saying, "Here's your account, you are now Taylor Nation. I'll retweet you and support it, but you run it." Some of these fans still manage the account over a decade later. Taylor Nation can comment on things that Taylor herself might not want to address directly.
There is a parallel in politics, unofficial groups like the "Ed Markey Reply Guys" and "Friends of Bernie Sanders" operate independently of the politicians they support. These accounts can say things that the official campaigns cannot, due to reputational or legal constraints. Because they're fan-controlled, they can respond quickly without an approval process, making them adaptable in the fast-paced world of social media. This immediacy is crucial, as being timely is often more important than crafting the perfect response.
7. Consistency
The concept of "Eras" in Taylor Swift's career ensures complete message consistency. Each era is defined by a specific theme, reflected in her songs, album art, fashion, and public statements. Whether it's a TikTok video, an online poem, or a new song, everything aligns with the era's message. If it doesn't fit, it doesn't go out.
In politics, message discipline is crucial, especially in today's fragmented media landscape. Every piece of communication—be it a banner, image, video, or speech—must consistently convey the same message, tailored appropriately for each medium.
The Reputation Era - marked by monochrome, snakes and tabloid headlines. All these are about the moment when the mainstream media and others turned on Taylor and made her out to be a villain.
The Lover Era - Pastels, summer vibes and soft colors and romantic feelings pervade this era where Taylor delves into the many facets of love.
8. Every moment is a moment for motivating the base, and then asking them to do something
Every time you will see Taylor speak in public, whether during an interview or accepting an award - you will hear her thank the fans. This is not only because she is authentic in her gratitude, but also because she knows it’s important to make sure fans always feel valued and appreciated. She usually won’t stop there though - she will many times ask the fans to do something; from continuing to being kind and serving as an example to others, to buying an album, to even signing a petition.
Every moment is a moment for motivating, celebrating and thanking the base - never for resting on your laurels and always for setting the next challenge for you and your movement.
9. Everyone is welcome
Taylor Swift is a controversial figure. There are a lot of people who hate Taylor Swift. Taylor Swift is a controversial figure; some people love her, while others hate her or have only recently become fans. Regardless of when or how someone became a fan, everyone is welcome. There are no litmus tests—whether you prefer her early or recent work, it’s all good.
Progressives should not have litmus tests. If we want to grow, we should let people change their minds. That's the only way to grow as a person and as movement. Some of your supporters won’t agree with you on every policy point or position. But as long as they share your values, as long as they want to be a part of the movement - you should let them. It’s bigger than any one of us.
10. Have more fun than the trolls
You might have been told to not feed the trolls, and to just ignore them. Well, Taylor doesn't quite ignore them. She doesn't name them or call them out. What she does is make sure to have more fun than them, and make the world know it. That’s when the world realizes that the trolls are the kind of sad losers - because she’s having more fun than them.
It's much more attractive to be a Swiftie with glittery friendship bracelets than to be a troll on the internet complaining about Taylor. Don’t stoop to their level, but do make sure you are constantly engaging your fans and making it more fun to be a supporter than a troll.
Keep moving. Keep learning. Keep growing
You'll win in the end: Just like Taylor.
