Taylor Swift performs during "The Eras Tour," Monday, Aug. 7, 2023, at SoFi Stadium in Los Angeles. (AP Photo/Chris Pizzello) A New Era of Influence: A Swift Take on Branding, Computer-Generated Influencers and Deepfakes
A-list celebrities like Taylor Swift are not the only ones leveraging their influence to promote and sell products and services. Streamers, vloggers, and other creatives are using their platforms to influence today's consumer trends. However, a steep rise in the use of GenAI and computer-generated influencers brings with it new marketing risks and considerations for celebrities, influencers, and businesses alike.
May 20, 2024 at 04:14 PM
9 minute read
In no uncertain terms, 2023 was the year of pop icon and IP rockstar Taylor Swift. A household name for her music and sold-out concerts, Swift is known for leveraging intellectual property protections to grow and secure her brand. In 2023 alone, she secured the highest-grossing tour to date with a revenue of over $1 billion, a film that grossed over $250 million and recognition as "2023 Person of the Year" by Time Magazine. Whether it is registering "Swifties" with the U.S. Patent and Trademark Office or rolling out "Taylor's Version" for her entire discography, Taylor Swift's use of the law to protect her curated brand has played a key role in her sustained success.
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