Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

What Taylor Swift’s Spotify Breakup Means for Consumerism

What Taylor Swift’s Spotify Breakup Means for Consumerism Blog Feature

November 8th, 2014 min read

taylor_swift_spotify_consumerismLooks like Spotify is the most recent name to be added to Taylor Swift's long list of highly publicized break ups.

The seven year relationship came to an end last week when Swift cleaned out her belongings and unapologetically left Spotify in the past, leaving many of their paid users asking - Tell Me Why?

After receiving public criticism from Spotify for her decision to withhold the release of her fifth studio album,1989, from their catalog, Swift and her label, Big Machine Records, executed the ultimate spiteful girlfriend move by removing all of her music from their service.

Industry insiders, however, speculate that the lover's quarrel was nothing but a timely opportunity to announce an already inevitable break up.

Scott Borchetta, CEO of Big Machine Records, has announced intentions to sell the label for an asking price of $200 million, a figure which becomes more viable when copious unit sales can be boasted as a metric of attraction. (Source: Business Insider)

The pull from Spotify not only proved to be strategic in driving sales, but also exceeding projections. Originally forecasted to sell 750,000 copies, 1989 sold 1.287 million units in its first week, demonstrating the greatest premiere sales for an album since Eminem's The Eminem Show in 2002. (Source: Billboard)

If that sounds impressive, the release of 1989 additionally made Swift the only woman in history to sell over a million copies of three consecutive albums in their debut week. (Source: Forbes).

Not bad.

So what does this mean for business?

Will defying prescribed business models yield this result? Can I, too, shake off a business alliance that is no longer serving my long-term goals?

Not necessarily.

The dissolve of Swift and Spotify remind us that much like our intimate partnerships, it is not uncommon for B2B relationships to grow apart and become unable to fulfill the needs of one another.

However, unlike Swift, many (if not most) other businesses do not have the luxury to control our buyer's channel of consumption.

Businesses operate on sales. Sales exchange a commodity desired by the customer for money.

But Swift's removal of content from Spotify completely disregards customer preference and convenience. Rather than a focusing efforts on the buyer, this sales model is completely centered around the seller.

This method of business goes against everything we've been taught.

The age of the consumer

In today's technologically driven society, the buyer has been handed the power. By way of websites and applications generated by retailers, we literally have all the facts we need to make an informed decision at our fingertips.

We now know when, where, and who to buy from, all at the click of a button.

Armed with this knowledge, the distance between corporation and consumer diminishes even further with social media, offering us a direct and convenient means of communication.

Tweet at Best Buy to find out when that sale starts, post to Dunkin’ Donuts wall and let them know you're unhappy with your purchase.

In an era where purchase behavior is entirely decided by the consumer, you can expect any information that may influence future decisions to be delivered immediately.

But then there's Taylor Swift.

In a world of trial periods and "money back guarantees", she's making you buy it to try it. Not only does she make you buy it, she makes you buy it under her conditions.

Want to listen digitally? Buy it on iTunes. Need to have the bonus tracks? Those are only available at Target.

So what gives? Is she essentially strong-arming her audience to consume her content in the manner in which she wants?

Has Swift completely disregarded the age of the consumer or is she pioneering the way of the future - a marketplace where providers hold the power through distribution and the buyer must play by our rules?

Is this all just the natural corporate reaction to a consumer-driven ecosystem?

What are your thoughts?

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE