Taylor Swift: The Brand Unveiled - Groundbreaking 12-Year Study Exposes the True Power of Her Music's Commercial Appeal

24 October 2024 - Press release

64,000 Consumers Rank Nearly 200 Taylor Swift Tracks, Revealing the Commercial Truth Behind Her Last 10 Albums and the True Value of the Taylor Swift Brand


Taylor Swift, the pop phenomenon who has taken the world by storm, is more than just a musical icon. But what happens when you strip away the glittering brand and focus solely on the music? A groundbreaking 12-year study by SoundOut reveals the surprising truth about her commercial appeal – and it’s a tale of highs, lows, and the enduring power of brand over music.

The SoundOut Index 2024: Taylor Swift—The Music delivers a comprehensive and eye-opening analysis of nearly 200 Taylor Swift tracks. Over 64,000 consumer reviews, sourced on the day of each release, dissect the commercial performance of her last 10 albums, answering the question: How good is Taylor Swift’s music, really? The results may surprise both fans and industry insiders.

The Numbers Don’t Lie
While Taylor Swift’s brand has skyrocketed to global domination, her music’s commercial appeal tells a different story. Swift’s earlier works consistently outperform her recent releases, even as her fan base has grown. According to the report, Speak Now (2010) remains her highest-rated album, with an impressive 69% rating. In stark contrast, her latest albums have landed as low as the mid-30s, a significant drop that even the twin COVID-era albums, Folklore and Evermore, couldn't fully offset.

Brand vs. Music – The Unseen Force Driving Swift’s Success
This unique study goes beyond the tracks, isolating the Taylor Swift brand from the music itself. The result? Swift’s brand is so powerful that it can elevate the appeal of average tracks into global chart-toppers. This finding sparks a provocative question for up-and-coming artists: Is it more important to cultivate a brand than to create musical brilliance? Taylor Swift’s brand strategy offers an undeniable lesson in navigating the modern music industry – her music, while not as commercially strong as it once was, continues to thrive on the strength of her brand.

An Emotional Journey Through Music
The report also taps into advanced AI-driven analysis to explore 240 unique emotional attributes tied to Swift’s back catalogue. It reveals how her music has evolved, broadening her emotional appeal and solidifying her brand in new dimensions. The emotional profile of her tracks shows why certain songs resonate more deeply with audiences and how her recent work has lost some of the emotional edge that made her earlier hits timeless.

Commercial Appeal vs. Artistic Authenticity
The big question this report answers is whether Taylor Swift has traded her early commercial power for greater artistic authenticity. Can her brand continue to sustain her dominance, even as her music diverges from its earlier appeal? The findings show a delicate balancing act, suggesting that while her musical appeal may fluctuate, her brand remains a fortress.

Discover Taylor’s Top Tracks
The report ranks Taylor’s top songs, benchmarked against over 5,000 other tracks released over the same period, revealing her most commercially successful tracks. Here’s a taste:
1. Mine (Speak Now, 2010 & 2023) – 99% Overall
2. Back to December (Speak Now, 2010 & 2023) – 98% Overall
3. Never Grow Up (Speak Now, 2010 & 2023) – 98% Overall
4. Champagne Problems (Evermore, 2020) – 94% Overall
5. Highway Don’t Care (Two Lanes of Freedom, 2013) – 94% Overall
These top-performing tracks are a testament to Swift’s magic, showcasing the clear correlation between intrinsic track appeal and commercial success.

Which Taylor Swift Track Are You?
SoundOut offers a unique opportunity for fans and brands alike – discover which Taylor Swift track most closely matches your personality! By analyzing every Taylor Swift song within its 240-attribute emotional framework, you can now explore how your identity aligns with her music. Head over to SoundOut OnBrand to find out which Taylor Swift track defines you or your brand.

Download the Full Report here.
To delve deeper into the data and uncover the full story behind Taylor Swift’s musical journey, download the full report.

David Courtier-Dutton, CEO of SoundOut, commented:
"Taylor Swift’s brand mastery has allowed her to transcend the ups and downs of her musical output. The data tells us that while her earlier tracks resonate more with listeners, her brand remains the powerhouse behind her continued global success. She has achieved something that most artists can only aspire to – artistic authenticity and global domination."