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Sheldon H. Jacobson is a professor of computer science at the University of Illinois at Urbana-Champaign. This column was distributed by Tribune News Service.
The name Taylor Swift draws almost everyone’s attention. A modern-day music icon, her concerts are marketing dreams, selling out everywhere they are performed. Though her music is listened by people across multiple demographics, her relationship with Travis Kelce, the two-time Super Bowl winning tight end for the Kansas City Chiefs, has created a wider swath of interest in both her (and football), crossing age and gender boundaries that have never before been observed.
Swift has already had an enormous impact on society. Wherever she holds a concert, the economic impact is significant, giving cities the incentive to attract her to their area, part of the broader “Taylor Swift Effect.” This is akin to how cities once worked to woo Southwest Airlines to their airport, effectively increasing flight options and reducing airfares across all airlines, as well as providing an economic incentive for companies to relocate.
Yet is Swift destined to be the greatest music personality of all time? It depends on what data and measures one uses.
She has already won 14 Grammy Awards across a wide swath of categories, with a long runway before her to win many more (she just turned 35). The Grammy Award list leader is Beyonce, with 32 Grammys. Time will determine where Swift finally settles amongst this distinguished group of musical artists.
Then there are Diamond awards for songs and albums, those that sell 10 million units. Given that in today’s digital world, music is no longer purchased physically, but downloaded electronically, the Recording Industry Association of America defines one unit as 10 permanent track downloads or 1,500 on demand audio or video streams. As of September 2023, Swift had sold 200 million units worldwide with two Diamond certified albums.
By comparison, the Beatles sold 600 million (physical) albums with six Diamond certified. Swift’s trajectory suggests the Beatles numbers are likely a stretch, but doubling her current units is certainly well within her grasp.
Of course, the 1960s and today are very different. Music artists now have many advantages that prior music artists did not enjoy. The most significant among these is social media embedded in the digital economy.
Social media can amplify a person’s image and persona. Everything gets rapidly shared around the world, literally at the speed of light. Think what Beatlemania would have been like if the internet and social media had existed back then.
Yet such numbers give a very narrow picture of the value that Swift’s songs have accrued, and the breadth of her work that have reached the highest levels of acclaim. Indeed, her most important contributions may be the intangibles that she has brought to society.
When she was named the Time Person of the Year in 2023, given to the person they deemed to be the most influential person of the year, she was the fourth youngest ever so named (following only Queen Elizabeth II in 1952, Mark Zuckerberg in 2010, and Greta Thunberg in 2019). She was also the first musical artist ever to receive this designation.
Swift may be a pop music artist, yet her trajectory suggests that she is more akin to a movement.
Her influence across society is immeasurable and appears boundless. When an ad portraying Swift supporting Donald Trump for President was released in August, it was quickly debunked as an AI-generated fake. This ad symbolizes the influence that Swift clearly has in the eyes of political parties, hoping to leverage her status to sway her fans.
As Swift’s Era tour has now ended, she has stated that having a family is a priority. Even if her music performance career takes a pause during this time, the Swift movement will not stop. It will transform into something different than holding concerts and meeting her fans one-to-one. Social media is a vehicle that can ensure that her influence will be no less significant, albeit delivered in a much different way.
It is refreshing when a performer attempts to give her audience more than they paid for. “Under promising and over delivering” is her mantra.
So will Swift be the greatest music personality of all time? The data suggest that this is possible, though somewhat of a long shot. However, it is too early to make such an assessment. More importantly, her movement transcends her music, even if music is her calling card.
What is more important is that the Swift movement has generated influence that other music artists never even thought about.
Betting against Swift, the movement, is a risky wager. She may not have planned to create a movement, yet that is what she has become the face of, embracing it with fervor and intent. Acknowledging what she is accomplishing, as she sets an example for what future entertainers may follow and emulate, is a legacy that she is most certain to leave. The numbers speak for themselves.