Is there really a “Taylor Swift effect”?

Simply listing the records that Taylor Swift has set in recent years would go beyond the scope of this text. A documentary explains the hype surrounding the singer with its own “Taylor Swift effect”.

Aaron Thiesen’s (not necessarily critical) film attributes their success to extensive songwriting talent, business acumen and bold choices for artistic freedom. Of course, the focus is also on the relationship with her fans, who as Swifties have long since become their own pop myth.

You can see pictures from the early years of Taylor Swift’s career. You learn a lot (but not really much!) about childhood and youth and which places in life were important to them. Her first producer Steve Migliore and an art teacher, who shows old drawings and a very early concert recording of her at the age of 11, talk about the young, ambitious artist. Country singer Pat Garrett also explains why a lot of things started in his band, but the solo future could already be glimpsed back then.

But is there really a “Taylor Swift effect”? In any case, there is no magic at work that helps the musician achieve such heights, but rather hard work and understanding for the wishes of an industry that calculates with desires. The documentary explains why Swift understood early on how social media could become a push factor for her musical career. The documentary does not ignore the fact that there is a clever marketing machine behind the publishing practice of their records – including the reworking of older songs.

Is Taylor Swift political?

Things get particularly interesting when it comes to whether Taylor Swift is something of a political hope, especially for a young generation of women. We remember: Before the election of Donald Trump, it was speculated that the singer could possibly bring about a preliminary decision for the Democrat by publicly voting for Kamala Harris. As we know, things turned out differently. Nevertheless, the film dares to argue that Swift’s voice has enough influence and her fan base is large enough to influence political and social debates.

Even if the alleged “Taylor Swift effect” perhaps only exists in the media that constantly hyperventilates over the age of 35, the film shows above all how well the musician manages to maintain the balance between authenticity and marketing, artistic self-expression and commercial demands.

“The Taylor Swift Effect – Pop Icon and Political Hope” runs on Friday (October 17th) at 9:45 p.m. on Arte and is available until November 10th Media library of the station.