Taylor Swift: the 25 year old that conquered country music at 18 and has conquered the world with her newest pop album. Touring with what could be the most successful career-defining crossover ever, Taylor has racked up some extremely impressive stats.
She did 85 shows in 8 months – hitting every continent except Africa (one day Tay-Tay). The biggest tour of the year, she grossed more than 250 million dollars, playing to over 2.2 million people. There were almost 100 celebrity guest appearances from rock legends Steven Tyler and Mick Jagger through to Julia Roberts, Ellen de Generes through to the USA soccer team – ensuring that no matter how much the fans had researched the show, they never knew exactly what they were going to get.
Interestingly, the full-length filmed concert is going to be aired on the newly introduced Apple Music platform. If you weren’t aware, Taylor wrote a blog addressing their 3 months free trial period in which they were not going to pay any of the artists whose music may be streamed. It garnered huge publicity and, despite its respectful tone, it drove the message home. I particularly liked the line, “We don’t ask you for free iPhones. Please don’t ask us to provide you with our music for no compensation.” Apple has apparently worked with Taylor since then to improve the strategic model for this new streaming endeavour and, in turn, also offered to capture her live tour so that all the fans who were not able to see it could have a look.
For someone who has some experience in producing live shows, I can tell you that there was no expense spared. Each song has a different edge to it. The lighting, costumes and set is definitely top class, if not revolutionary. One absolutely over the top feature is a catwalk that stretches to a B-stage, which actually raises and rotates out across the crowd. The show is interactive, with every attendee having their own bracelet that lights up and can be synchronised to the music, making for some awesome wide angled shots.
Despite all the flare, however, Taylor ensures that music is the focus. Since almost every song has a different set and most of them have been remixed (masterfully, I may add), there is a very strong emphasis on the message in the music. One might think it could be a little stagnant as a result, but I don’t think so. Taylor is no newbie to this industry and no matter what lighting, graphics or pyro might be incorporated, the music is what got her there and the music is what will keep her there for as long as she wants.
I have never heard Taylor Swift sing better. As a vocal coach, I have sometimes struggled with Taylor’s songs when students want to sing them because as simple as the melodies are to carry the lyric, they require consistent energy over the break of your voice. But she nails each song with a great deal of passion.
If you are a Taylor Swift fan, I suggest you download Apple Music and watch the free show. It is not only a great window into Taylor’s world. It is also a technological moment in history – opening up streaming to a whole new market. Well done Apple Music. Very well done Taylor Swift. Thank you both for what you have done for the music industry. Happy listening!