I know, I know. You’re probably frothing at the mouth for another Taylor Swift story, but stay with me on this.
Earlier this year, a rumour floated around about Swift starting her own social media network. The stories turn out to be true. Sort of.
A mobile games coming called Glu Mobile has been working with Tay-Tay since at least February 2016 to develop “a-one-of-a-kind digital gaming experience,” based on the experience the firm had developing similar products for Kim Kardashian, Katy Perry and Britney Spears. )The KK app was a success; the other two not so much.)
The project has morphed into a “digital entertainment project…a creative, inclusive and community-driven place for users to better connect with each other…and Taylor.”
Here’s more from Glu CEO Nick Earl: “[The new app is] a deeply social environment where Taylor and her fans are able to better connect with one another while expressing themselves in an interactive community.” Furthermore, “Taylor can see, like and comment on posts!” Quacks like a social network, doesn’t it?
But there’s more. The app will also stream Tay-Tay’s music with “songs added every week” and given her aversion to standard streaming services, this sounds like something above and beyond just integrating Spotify or Apple Music.
Why should we care? Because this should be an interesting test case for artist apps going forward. We’ve all sort of cooled on the concept over the last couple of years, so this arena needs a bit of innovation. If it works, expect others to jump on board.
The Swift Life will launch in beta in selected countries “soon.” Here’s a trailer.