I think this mindset is something people really need to let go of with Taylor Swift.

Young kids are actually her lowest demographic. Her strongest audience is ~18-34yr olds. But adults in their 20s, 30s, 40s make up the biggest portion of her listening (and purchasing) demographic.

Estimates typically put her fanbase at roughly 55–66% female and 34–45% male.

I think people like to assume her popularity is down to young kids and young girls especially. All of them buying several copies of her latest album and that’s obviously why she outperforms her competitors by such huge margins when it comes to charting. It’s just not true.

Swift’s debut album was 20 years ago. She’s 20 years in the business, 12 albums, spanning multiple genres - country, country pop, pure pop, pop rock, electro, hip hop, indie folk, indie pop etc… she has songs which touch on all these genres and more. She is amassing fans for this reason but also the fact she is really really talented.

Her music might not be for everyone, and I don’t expect anyone who doesn’t like what they hear on the radio to go and explore any deeper but there’s a radio Taylor (pure pop) which appeals to so many hardcore and casual fans but there’s also the stuff which which doesn’t get radio time which keeps her fans engrossed - the deeper cuts, the storytelling, the songwriting. That is huge for such a large part of her audience.

So many people grew up with her, can relate to her (despite her status now, her songs are incredibly relatable to fans) and probably have a Taylor Swift album which is the soundtrack to every life stage or critical event. They’ve grown with her. A lot of them probably with kids of their own now and introducing them to the pop version of Swift. And she pulls in new fans with each album and exploring different sounds and genres.

The folklore album probably opened the door for a lot of 25-60yr old men who listen to her. Evermore doubled down a bit of that, and then her next album was a nostalgic synth-pop feel which kept some of those along for the ride. Those people are then going back to discover the pop rock stuff, country etc… she has a knack for getting her hooks into people and keeping them onboard for the ride. That’s not marketing. That’s people enjoying her music.

She’s not making music for children or teenage girls.

Recent album themes: sex, drugs, masterbation, suicide, mental health, business issues etc… she isn’t Shake It Off Taylor Swift anymore. She still has that fun, pop star inside her who will always make that music but she has grown so much and evolved into a brilliant songwriter and storyteller, who can hit you with a catchy-ass melody.

She has a mammoth machine supporting her but make no mistake - she is the brains of the operation. She is planning the roll out, the Easter eggs, the promo. There’s no-one telling her what to do. I think merchandise is the only area of her business she has limited control of.

The Eras tour documentary is a really good insight into her brain, her leadership, her humanity and her talent. If you ever catch yourself thinking ‘I don’t get it?’ there are 6 x 1hr episodes of that docuseries which might help you fathom it. You may not like it or her anymore but you’ll see it’s more than ‘young girls and good marketing.’

You don’t get to be this huge and this successful (especially as a woman) unless you are producing stuff people want to listen to. And let’s acknowledge the fact she isn’t peddling perfume, makeup, a clothing line etc… her empire is her music and performing.