Alongside the release of her much anticipated album "1989," Taylor Swift made headlines this week after NYC & Company named her New York City's "Global Welcome Ambassador." And New Yorkers weren't happy about it.
But Swift isn't trying to claim herself as a bona fide New Yorker, and neither is NYC & Company. The summary alongside the promotional video says, "Join Taylor Swift and the 55 million other visitors." Swift is just someone who came and fell in love with the Big Apple.
Most criticized her song "Welcome to New York," as a marketing tool for the campaign that doesn't highlight anything specific about the city. A fair point, but it's also a snappy beat with a simple message: Pack your bags tourists, New York City is waiting for you!
Here's why Taylor Swift as NYC's Global Welcome Ambassador makes sense:
She's the Global Ambassador
Swift arrives at premiere in NYC in August.Photo: AP
Dr. Zizmor is not going to convince someone in New Zealand that NYC will be the trip of a lifetime. But, the pop star who's record-breaking "Red" tour which netted over $150.2 million from 86 performances in 12 countries throughout Asia, Europe and Australia, and was the first female artist to sell out Sydney's Allianz Stadium —might.
More tourists bring more money
Swift arrives at "Late Show with David Letterman," Tuesday October 28th.Photo: FilmMagic
Tourists visiting NYC because they loved "Seinfeld," or want to live inside Jay-Z's song "Empire State of Mind," will still get here. But, Swift's branding attracts a whole new set of starry-eyed kids, a kind of younger "Sex and the City" set with an idealistic image of New York City (as opposed to the struggling, twenty-something Brooklyn milieu of "Girls.")
NYC & Company reported that 54.3 million people, domestic and international, visited New York City in 2013. This resulted in an average of $1,640 tax savings for each New York City household. We should lovingly open our arms to all those Swift fans with parents that willingly shell out for pricey concert tickets. They'll probably also pay for a fancy NYC vacation to give their kid the excitement of a possible Swift sighting.
She's a marketing whiz
Swift performs during 1989 Secret Session with iHeartRadio in NYC October 27th.Photo: Getty Images
A lot of the hype leading up to "1989" can be attributed to Swift's social media skills. With over 12 million Instagram followers and 46 million Twitter followers, she's a whiz at engaging fans with her life. Forbes wrote, "Taylor is not only a music prodigy. She seems to be a marketing one as well." New Yorkers might have winced when she posted a photo of a latte with the caption #WelcometoNY , but if anyone can make the urine-soaked street corners appealing to tourists, it's probably Swift.
She really LOVES NEW YORK!!!!!!!!!!!!!!!!!!
During her appearance on the Late Show with David Letterman Tuesday night, Swift slid in that she's not getting paid for this. And said of NYC & Company's decision, "I guess the city said, she's the most enthusiastic, obnoxious person to ever love New York. She loves it with like 18 exclamation points…" Most New Yorkers would probably also love the city more if they had a $20 million apartment, but tourists aren't interested in a dirty, smelly, cock-roach infested image of NYC. If she loves the city this much, let her paint it as a glittering, magical place where any tourist's dreams could come true.
She's pretty good at what she does
Swift in Vegas in September.Photo: Getty Images
"1989" is predicted to sell 1 million records this week, which would award Swift the title of being the first act to earn three million-selling weeks since Nielsen SoundScan began tracking sales in 1991. ("Speak Now" and "Red" also sold over a million copies in their first weeks.)
Swift has seven Grammys, 15 American Music Awards, 12 Billboard Music Awards and was the first woman to be named Billboard's Woman of the Year twice. Bloomberg Businessweek wrote that "1989 will be the best-selling album of 2014, and it will redefine the metrics for a successful record in the age of Spotify and YouTube." Obviously, she would want to be in the "greatest city in the world," and hey, tourists, you should want to be here too.
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