Taylor Swift Has Way More Control Over Her Career Than People Think

When you think of Taylor Swift, her career, and her skill-set, a few obvious things come to mind. She is an exceptional lyricist, a wonderful storyteller, and a skilled singer. At just 30 years old, Swift has an enormous amount of of accolades under her belt. The Lover artist has seven highly-successful studio albums, record-breaking songs, and several Grammy Awards to name a few.

Taylor Swift celebrates career and performs at Jingle Ball 2019
Taylor Swift | Photo by Theo Wargo/Getty Images for iHeartMedia

Lately, Swift has also been getting more involved with film. With an upcoming role in the film adaptation of Cats and her own Netflix documentary, Taylor Swift: Miss Americana, coming to Sundance Film Festival in January, Swift is constantly exploring new mediums. But, what most people fail to give Swift enough credit for is her genius marketing and PR strategies along with her creative concepts.

The Lover music video

Fans or not, most people know that Swift writes or co-writes all of her music. She has also occasionally written for other popular artists. A few years back, Swift famously penned her ex-boyfriend Calvin Harris’ hit song “This Is What You Came For” featuring Rihanna. But, what most people don’t know is that Swift is also the creative mind behind all her music videos as well. A great example of this is the music video for “Lover”.

The concept for the “Lover” music video actually came from another T.Swift song, “You Are In Love.” One of the lyrics to that song (which was featured as a bonus track on the deluxe edition of 1989) is “So it goes You two are dancing in a snow globe round and round.” All it takes is one look at the “Lover” video, which begins and ends with a snowglobe, to know that Swift’s mind was responsible for the concept.

Tours, marketing, and more

But, Swift’s mind isn’t just responsible for music and music videos. She’s also responsible for everything from the way her music is marketed, to packaging, merchandise, tours, and even colors. It was Swift’s idea to make four deluxe editions of Lover featuring excerpts from her diaries over the years. In a recent interview with Billboard, Swift got candid about how her creative ideas get executed and seen through to fulfillment.

Taylor Swift has tons of control over her career

“From a creative standpoint, I’ve been writing alone a lot more. I’m good with being alone, with thinking alone. When I come up with a marketing idea for the Lover tour, the album launch, the merch, I’ll go right to my management company that I’ve put together,” Swift confessed, sharing that most of her choices and decisions start with her these days.

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Once Swift has an idea of what she wants, she relies heavily on a team of people to see it through to completion. “I think a team is the best way to be managed. Just from my experience, I don’t think that this overarching, one-person-handles-my-career thing was ever going to work for me. Because that person ends up kind of being me who comes up with most of the ideas, and then I have an amazing team that facilitates those ideas,” the 30-year-old admitted. It’s great that Swift has so much creative control over her career these days. With her marketing and PR prowess, we’re sure she’ll continue making waves in the music industry in the new decade.