Taylor Swift's mobile app for super fans

Taylor Swift's mobile app for super fans

Taylor Swift's mobile app for super fans

Earlier this year country pop sensation Taylor Swift teamed up with Mobile Roadie and Brightcore to design and create an interactive mobile application for Android and iPhones. Big Machine, Taylor Swift's record label, launched the app in March 2010 for Taylor's so-called "super fans." They saw an opening in the market whereby fans want to be able to interact with the artist and enhance their experience when downloading music, buying concert tickets or merchandise and watching music videos via mobile web.

The application is highly interactive and sends notifications directly to fans whenever Taylor tweets, update her status on Facebook or updates the application, or pages linked to it, in any way. It contains tour information and allows fans to upload photos of themselves at Taylor's concerts and share it with fellow fans. It is available in 10 different languages, features video streaming and even gives you the option to choose between various downloadable ringtones. Convenience is the name of the game when you are able to stay informed while on-the-go!

The main target group for this app is mobile-savvy super fans whose favourite form of communication is via mobile devices. Big Machine Records focused mainly on word-of-mouth advertising for the app, believing that the app is a "marketing tactic within itself". They wanted to give artists the option of packaging and delivering their music to fans in new ways. The app gets updated regularly, which keeps fans interested.

The app seems to be a huge success with a positive impact on Taylor Swift's career. Interaction on her website increased, past albums are still experiencing growth in sales because of the application, her fan base increased and she is now, with the help of her fans and Big Machine Records, the best selling digital artist of all time!

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