Taylor Swift has built the most unshakable empire of our time, not by accident but by design. She has turned the business of being an artist into a patient play of cultural authority where her audience is glued to every move – and today’s launch of her new album, The Life of A Showgirl, is no exception. As Patrice Pandeleos, managing director of Seven Communications, explains, what looks effortless is actually a masterclass in timing, strategy, and control, showing that true impact is earned, not bought.

With the recent announcement of ChatGPT’s integrated “buy” function (in the US only for now), Leoprd’s Celia Harding looks at how brands need to prepare.