Okay. So. whether or not you love Taylor Swift or hate her, you HAVE to give her props for the way she connects with her audience.
I had some major insight into what it means to build a relationship with an entire audience that feels individual, and I was majorly impressed! Read on to learn exactly what she taught me.
We went a few weeks ago and first, I was a little embarrassed and confused that half of the audience seemed to be between the ages of 8 and 13. But anyway, through the opening acts and everything leading to Taylor’s entrance, we felt the build-up. She finally entered, there was fire, there was attitude, there was a giant snake. All the stuff you could hope for from a stadium tour.
But then she did the first thing that surprised me:
She thanked us for coming, saying that there are so many amazing things you could be doing on a Friday night in New York City, but that she was so honored and humbled that we decided to spend the evening with her.
From a marketing standpoint, I was impressed. She wasn’t taking it for granted that we were there, even though she was putting on a great show. She had no air of, “of course you’re coming! This is the place to be.” She said thank you. It was a generous move. It made me feel like my presence was important and noticed. A great way to feel as an audience member.
The second thing I was impressed by:
Was when the concert slowed down a little in the middle. She pulled out an acoustic guitar, she was on a smaller stage. We all had wristbands that would light up to match the music.
At that moment, our wristbands were lit up and she said, “I wanted all of you to wear these because in a stadium with so many people, it’s hard to see everyone. But with these, I can see each one of you. Even if you’re in the very last row.”
I don’t think I’ve ever been to a concert where the performer has taken the time to so well communicate her knowledge that each person there is an individual and that she cares about them.
What if, however big or small our audiences, we were able to make them feel this way too? Important? Noticed? Acknowledged? Cared for?
It was strange, feeling like I left that concert on a more intimate level with a pop star who has over a hundred million followers, but I did. I had the distinct feeling that even though she can’t possibly know each person who attends her concerts or listens to her music on a personal level…she still gets them. She knows they want to be friends. And she shows she cares.
So like the dork that I am, I raised my wristband high in the air, hoping that just maybe, she could see the light coming from my wristband too.
Emma Natter is a business coach and writer. Her work intersects entrepreneurial strategies with the creative process so career hopefuls can find success, impact, fulfillment, and confidence in going their own way.
I’m Emma Natter, a path-to-success paver and art-trained business coach who first shattered her own career expectations by selling out of handmade styling goods from her little NYC apartment. Now as a strategist to thousands of creatives, I teach you to harness your passion so you can do the same.
I truly think all the time, “Taylor Swift needs to write a book on marketing and business development and client care/communication and attention to detail etc etc etc.”
Such a great insight! Yeah Taylor is pretty good at building relationship with her audience and this intimacy you felt is something really hard to do actually. Definitely we can learn from her! Thanks for telling this story, Emma!