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Taylor Swift: The secret to her cache and 1.1 billion fortune



Taylor Swift’s concerts in Madrid have evidenced the impact that the American artist has on her fans. Her success in the music industry is indisputable and ‘Equipo de Investigación’ investigated the reasons for her very high cache and the volume of her fortune, which amounts to 1.1 billion dollars. David Lopez, professor and digital marketing expert, unpacks the reasons.Taylor Swift’s success is textbook, according to modern marketing theory. First of all, the singer relies on the active listening she has with her followers. Swifties, bridging the emotional bonding gap, are her customers, as they could be for any other company. “She has constant feedback with them. She uses hashtags for them, surprises them and generates motivation for them,” reflects David Lopez.

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