Taylor Swift‘s Trend Tour Wrapped last DecemberAnd fled off a Millions of dollars operate Which led to a greeting to the twentieth star in the spotlight. It will decrease as one of the most specific moments in a modern pop culture.

Now, with two RERECORDINGS album and a secret movie project in The Horizon, Swift, 35, Business review at Harvard University editor Kevin Evars It is called a “big thorn on the way”.

The new Everez book, There is no such thing: Taylor Swift’s strategic geniusSpeaking the creative and commercial decisions that have defined each of the Swift stages. In an exclusive interview with US weeklyHe cited evidence from Swift’s past to predict where she goes from here – and how her business intelligence will help her all the way.

US weekly: This book does a great job that determines how and why Taylor Swift’s fame. Does your book deliberately target non -market demography?

Kevin Evars: I saw the book with fans. Certainly I wanted to appeal to Swifts. They loved Taylor a lot. In general, [the book] We hope to give a voice to things they may not be able to express themselves. But there is also an audience without super rides here. There are many people who ask, “How is this possible? How did you do this?” I think the audience will get a lot of this book.

How does Taylor’s journey embody the daily societal issues facing women as well as the issues that many artists faced before?

When I sat to write this book, I was just trying to remove mystery from this phenomenon. But the more I wrote it, the more I realized that there is so much that Taylor had gone through the fact that she is a woman. Historically, artists who have the rules of fans often are not taken seriously.

Even the Beatles when they started, Petrania was not a love period. Obsessing in the word. It seems as if these passionate fans are not serious, right? They are driven by emotion and not their engine to listen to things that have great artistic value, which is complete BS. Taylor’s early rise in rural music, had many skeptics. The rural gate guards did not believe that there is a real audience for teenagers, especially teenage girls – and that stereotypes have penetrated. I don’t think we will sit here today if she does not have a clear vision of what she wanted to do and was very fun about the desire to write her songs.

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How did the discourse online help you from critics and fans in determining each era from the story of Taylor Swift?

I consider Taylor the first online star. Its rise coincided with the rise of social media, and I believed that it was really necessary to return at the appropriate time and look at what critics say, and what people say online. I think this was very important, especially when a lot of these differences have gone through Kanye West [at the MTV Video Music Awards] In 2009, many of our relationships with artists and opinions about music are formed by what people say online. This was definitely the case with Taylor.

I touched on Kanye. He has been subjected to this huge fall of grace in recent years, while Taylor has been suffering from a huge height. Why do you think she chose not to comment on her Kane’s differences?

I think it is due to the intelligence of her business. She really understands how to manage a personal brand. I don’t know if she considers herself a personal brand or thinks about these conditions, but her actions show that she does so. For me, the wonderful brand revolves around confidence and consistency. So when you look at everything you do, it is all about building confidence with her fans and being as consistent as possible. … Taylor had a good reputation in using the victim’s language and using these differences to develop her fame or popularity. I didn’t see that. If there is anything, it is a complete opposite. She tried to stay away from that as much as possible, but she talked about her in her music. She is a singer and songwriter. It is good for her to do so.

Taylor Swift’s biography is inevitable. Do you think that these early years will be the best era of focusing on it?

I will choose the early era, without a doubt, because it was very unlikely. I know Swift look like Fath HillSmall sister – looks like a central countryside music. But it was weak, and so was it [her former label head] Scott Porchita. Scott had to really defend funding. Together, he conquered rural music. This is a great story.

At the end of the book, I noticed that Taylor burned the house she built and given that something new would come after that. How madness is if her own biography is directed?

At this stage, it is not even rumors that she is directing a movie – if you really don’t do it. Taylor is very secret, it could have done it between stations Trend Tour. Nobody knows what is going on around him. He will not surprise me if he is personal by nature. This is what Swift built her entire career. She knows her fans want great music, but they also want intimate relationship. They want to call. They want to formulate deep relationships with her. Things were usually done by themselves. It does not use external sources of many things for other people.

Related to: Taylor Swift over the years

Taylor Swift began writing songs about love and breaks in the early first decade of the twentieth century, but her talent was quickly recognized by the executives of music who knew it was the real deal. From her first release in 2006 to stages around the world, this star gained her place in the Hollywood A. […]

It returns to this topic that it continued to be raised in the book, which is its focus on controlling the narration. The last controversy was the interest I got by attending NFL games to support Travis Kelce. Do you see this as part of its strategy?

I think it is in Relationship with Travis KelosShe is there to support her partner. She cannot hide in the stands. But at the same time, we reach a position I faced in 2016 with Kanye’s second controversy. It seems loved at the moment, but she also receives a lot of hatred and criticism at the same time. She was beaten in Super Bowl, but three months ago, she was playing on the same stadium for loud applause. There seems to be these dual opinions about them. On the one hand, she receives a lot of flowers at the present time, and deserves it. But there is also a lot of criticism – some of them do not completely control them. The only thing you can do is not to go to football games, but I don’t think it will do that.

You will find a way to make this in music. This is what you have always done. I think this talks about her longevity. She does not go out and speak or complain about it. It turns it into good music. It will not surprise me if I did the same in this case.

Tour’s tour It was huge. In terms of size, do you think this represents the peak of her live performances?

I tried to put myself in Taylor’s shoes when I decided to play three and a half hours in a list of more than 40 songs. This is something you have always done. It is very additional when it comes to its fans. … Tour’s tour It will be difficult to overcome, because in many ways, it was crowned over the past twenty years of her career. It is difficult to imagine that she will be able to bypass this scale, but many people said that in 2014 after its launch 1989. It will not surprise me if I find a way to do this. It does not seem to be satisfied with the current situation.

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I compared Taylor’s profession to fire and winds: Every time she faces resistance, she grows stronger. Now that we settled in the flow era, what is the change of the main industry that you see after that, and how will Taylor’s reaction be?

A few years ago, her popularity rose because she really bowed on broadcasting. She released a lot of music. This is similar to what Star Wars And Marvel did. They have put a lot of content, but now those brands that have great IP are a little struggling. It is really difficult to continue to launch new music and expect fans to love every album the way they liked previous albums. This will be a big change for Taylor. Can you continue to put out a lot of new music every year, or will it have to return to the release of a new album every two years or so? This is the big fork on her way now.

Will you embrace artificial intelligence? Or will she stay away from that?

Traditionally, everything was about originality. It was not really used by Autotune early, or if she did it, you still hear the defects in her voice. She does not mess with her voice much. For her, it is all about communication, intimacy and the way she sings. This seems very conversation, so it will surprise me if I use artificial intelligence in any way to increase its music or sound.

There is no such thing: Taylor Swift’s strategic genius Outside now.