(from Billboard, October 29, 2012) It is no secret that Taylor Swift is making her name known in the music industry. The reigning CMA Entertainer of the Year has been spending several weeks promoting her new album, “Red.” Swift has gone on morning, afternoon, and late night talk shows, as well as multiple radio stations in preparation of her fourth album. One of the ways Swift promoted her new album was doing a multi-station broadcast which was held at Nashville’s Pinnacle Building. During the broadcast, Taylor discussed “Red,” gave each station a signed red guitar for a giveaway, and took interviews from all around the world.
Over the years, Taylor Swift’s music has been reaching more than country radio stations. John Zarling, Big Machine Label Group Vice President of Promotion and Media Strategy, said, “I would say it’s about 60% country radio, 20% top 40 or hot AC, and 20% international. We’ve got Germany, Spain, Mexico, and two from South Africa. We also had New Zealand, and a couple of phone interviews from India, so we’re trying to reach everywhere we can.” Seventy-two stations flew to Nashville to cover the broadcast. Each radio station was able to use all the interviews Swift gave, and any other content throughout the broadcast, for their personal websites.
Swift is not stopping at radio stations or talk shows for promotion. Papa John’s has recently become her new marketing partner. Papa John’s owner and founder, John Schnatter, said, “It’s amazing how the two brands complement each other, but more importantly, she’s just a good person.” By partnering with Papa John’s, whenever someone orders the $22 “Taylor Swift Pizza Party” special, they receive a large one-topping pizza that is accompanied with a copy of Swift’s “Red.”
Even with the past success Swift has encountered, she seems to continue to be humble by the support she received. She said, “It’s the craziest feeling that they are all here for me. It’s amazing.”