What brands can learn from Taylor Swift’s reputational crisis
Last week provided an example of one of the most unexpected reputational crises of 2016: the unmasking of pop star Taylor Swift as a person behind the product which, says Soraya Calavassy, provided relevant lessons for brands on how to cope with challenges to their story.
The public feud between Taylor Swift and Kim Kardashian has branded Swift a liar and master manipulator. As a result, her carefully cultivated good girl image was shed in the blink of an eye, or a series of 10 second Snapchat posts.
Swift and her ‘Squad’ proceeded to very publicly speak out against West’s song to the media and on their own social channels. The drama culminated at the Grammy Awards where, in her acceptance speech, Swift implied West was trying to take credit for her success.
In defence of her husband, Kardashian released a series of damning videos to her Snapchat account showing a conversation between West and Swift.
Not only does Swift consent to the line in the song: she also voices her appreciation of being asked for approval.
Embarrassingly-bad article. Taylor Swift didn’t object to a ‘technicality’ but instead objected to the claim that Kanye West “made her famous” and was insulted that Kanye called her “that bitch” in front of the whole world. Kanye didn’t ask permission to do either of those things. Taylor has worked very hard for her accomplishments so obviously she would object to someone claiming that they were instead responsible for her fame and that she is merely a “bitch”.
The technicality comes back to the statement that Taylor’s team released back in February 2016. This statement from her representatives said: “Kanye did not call for approval, but to ask Taylor to release his single ‘Famous’ on her Twitter account. She declined and cautioned him about releasing a song with such a strong misogynistic message.”
There is no denial that Taylor has worked hard and is an incredibly talented woman, however her initial outrage at the release of this song (as mentioned time and time again earlier in 2016) differs significantly from the recorded phone call that Kardashian released via Snapchat last week.
It was this vast change in attitude that propelled this into a reputational crisis for Swift and caused public backlash. While she maintained from the start she never approved the line “I made that bitch famous”, that’s just one small truth in a statement made to media and the public that was deliberately deceptive and the sentiment reiterated time and time again by both Swift and members of her ‘squad’; her other public mouthpieces. The only negative feedback recorded and shared with the public via the Kardashian Snapchat videos was “I’m this close to over-exposure” before Swift clearly thanked West for taking the time to call her.
This article doesn’t look at whether West/Swift/Kardashian was right or wrong, but looks at this from a reputation and crisis management standpoint and how it was handled and what brands can learn. There are definitely a number of learnings (some good, some not so good) that people can take from this very public crisis and consider should things heat up for their own professional reputation.
I’m confused by the reports that I am reading in the media stating that Swift has been exposed as a liar, that her reputation is in tatters, etc.
What part of this story have I missed?
Swift was announced as a winner of a 2009 MTV VMA, and West stormed the stage to say someone else was more deserving. The behaviour was despicable, and West rightly apologised to Swift. Swift accepted his apology. West apologised again and Swift accepted his apology again. West apologised a third time, and Swift accepted his apology a third time. West sent Swift flowers, and Swift posted a photo of the flowers on her social media page to express her gratitude.
Fast forward 7 years, and West writes his song Famous, including the words “I made that bitch famous”, referring to Swift, as well as “I feel me and Taylor might still have sex”. This despite having had no hand whatsoever in assisting Swift’s career, as well as being a married man with 2 small children.
Then we learn that West phoned Swift in advance of Famous’ release to discuss the lyrics. He does not disclose the exact lyrics to Swift, and from West’s side, the conversation is recorded, unbeknownst to Swift. Again Swift is polite and accommodating, thanking West for the phone call, expressing gratitude at having been called.
West then releases his song, together with its video, which as well as the lyrics above, includes a naked image of Swift, with breasts exposed, lying in bed beside West.
West’s wife then releases the tape recording of the phone call on social media, and in response Swift posts a message which expresses her desire to be ‘excluded from this narrative, one that I never asked to be a part of, since 2009.’ As always, she is polite.
Shortly after, Swift uses her Grammy acceptance speech to encourage other young women to remain focussed on their work and not be sidetracked by those who try to undercut their success or take credit for their accomplishments. Again, sound words, delivered respectfully, walking the walk by staying focussed.
Rather than be applauded for her decorum in the face of adversity, the internet explodes, saying she has been exposed, that her reputation is ruined, and so on.
I am honestly confused. What part of this ‘narrative’ have I missed?Why have none of the major global media outlets called out West and his wife on this behaviour?? Why is it Swift’s reputation which is apparently in tatters?? Is the West-Kardashian juggernaut so powerful that media outlets will only write about them in positive terms, for fear of the repercussions?
The main issue the public took with Swift and the reason the story blew up in such a way that challenged Swift’s reputation comes down to a statement that was released in February this year. This essentially said that Swift had warned West not to release the song and it had a strong mysogynistic messasge etc.
You can read the full statement here: http://www.eonline.com/au/news.....o-his-fans
The videos that Kardashian released last week completely contradicted this public statement, the sentiment in Swift’s Grammy speech and things Swift’s ‘squad’ members had been publicly saying in her defence.
I’m in no way supporting the behaviour of West or Kardashian, nor condoning the song lyrics or deliberately controversial video clip, but the release of Kardashian’s videos has absolutely changed the perspective and perception of Swift to the general public and has challenged her seemingly spotless reputation.
There’s no doubt Swift and her team handled the crisis to the best of their ability given the magnitude of media attention and speculation, however there are absolutely a range of key learnings that brands, marketers and communications professionals can take on board and consider should they ever be faced with something similar.
The media storm that has surrounded this story has been interesting, as has the very valid point you make regarding the response of mainstream media to Kardashian/West.
I have no doubt that even more will unfold around this story over the coming months, especially as Taylor Swift is due to release a new album soon and with that comes more media and promotional activity to accompany it along with curated stories and PR activity.
Taylor- talent, class and style. Kimye – no talent, no class, no style. Who would you rather your daughter listened to. All that needs to be said really.
dear confused, you are exactly on the money, taylor swift has been ‘used’ her name, her popularity, just for media hype, website hits, by kimye. the two k’s like to boast they are in the exploitation business.
This is an excellent example of the kimye doing that.
Taylor,with or without lame media bullying, does not have to agree with the kimye selective interpretation of the phone call-because she did not agree in word or principle to the words of the song that kimye insist upon. Taylor found not agree on something that kanye never mentioned in the phone call!! duh kanye!!duh kim!!!
The west kardashian dumbness proves how many people are also that dumb to agree to the ‘no facts’ to the argument, for the sake of to forging a narcissism upon dragging another down.
If anyone should be singing the line i made that b$$ch famous it should be kim to kanye!!! 🙂
Next time I have a shit I’ll try to give it