Exploring Taylor Swift's popularity in Singapore: insights from YouGov's latest report

With Taylor Swift's upcoming The Eras Tour, the report sheds light on Gen Z's leading role in concert attendance, reflecting current trends in music consumption.

Exploring Taylor Swift's popularity in Singapore: insights from YouGov's latest report

Earlier this month, news broke about Taylor Swift's exclusivity contract to perform only in Singapore within Southeast Asia. As global fans from across the region flock to the country to see her show, a recent YouGov report looks into the singer's popularity among local Singaporeans, which we will delve into.

Taylor Swift's presence resonates within Singapore's borders, evidenced by the YouGov report indicating that a portion of Singaporeans (24%) align themselves with the singer. This group is segmented into dedicated fans (6%) and those who engage with her music on a more casual level (18%), with an additional 20% showing slight interest. This is contrasted by a majority (56%) who do not express interest in her work.

Swift's appeal spans various age groups, with Gen Z being the most engaged at 42%, followed by Millennials at 32%, and Gen X at 17%. This engagement is particularly relevant as Swift's Southeast Asian leg of The Eras Tour approaches, with 9% of Singaporeans planning to attend. Gen Z attendees represent 21% of this demographic, indicating a strong preference for live music experiences.

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The YouGov findings on Taylor Swift's demographic in Singapore parallel with broader analyses on consumer trends, particularly among Gen Z and Millennials. Swift's significant following among these age groups highlights the impact of prominent figures on consumer interests, especially in entertainment. For marketers, this emphasizes the importance of aligning strategies with the preferences and trends of younger demographics.

Marketing for Gen Z’s

Leveraging Gen Z's preferences, loves, and dislikes offers marketers unparalleled opportunities to align their brands with the values and interests of this influential demographic. Understanding what resonates with Gen Z—such as authenticity, social responsibility, and digital savviness—enables brands to craft messages and campaigns that not only capture their attention but also foster deep loyalty.

Brands that are liked and disliked by Gen Z in 2022 (report)
According to one study, companies that are genuinely driven by social impact tend to get the most love from Gen Z.

By actively engaging in social causes, demonstrating genuine brand values, and utilizing the digital platforms where Gen Z spends their time, marketers can transform these insights into strategic advantages. Essentially, tapping into Gen Z's passions and concerns is not just about adapting to current trends; it's about future-proofing brands in a way that they continue to be relevant, appealing, and impactful in the changing market dynamics.

Celebrities with Gen Z fan base in APAC

BTS, a South Korean boy band formed by Big Hit Entertainment (now HYBE Corporation), has achieved global stardom through their music, social advocacy, and digital engagement strategies. Their ability to address social issues, mental health, and self-love in their lyrics resonates deeply with Gen Z's values and concerns. BTS's use of social media platforms to share content and communicate directly with their fans has fostered a loyal community, known as ARMY.

This direct and authentic engagement strategy has been instrumental in their rise to international fame and mirrors Taylor Swift's approach to building and maintaining a close relationship with her fanbase. Additionally, their involvement in UNICEF's "Love Myself" campaign and speech at the United Nations General Assembly highlights their commitment to leveraging their platform for positive social impact, aligning with Gen Z's preference for socially responsible and authentic brands and celebrities.

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BLACKPINK, a South Korean girl group formed by YG Entertainment, has leveraged a combination of catchy music, stylish visuals, and a strong social media presence to captivate audiences worldwide. Their music videos break records on YouTube for the highest number of views within the first 24 hours of release, demonstrating their immense popularity.

Like Taylor Swift, BLACKPINK members have also been involved in various individual brand endorsements and collaborations, appealing to the fashion and beauty sensibilities of their Gen Z fanbase. Their approach to engaging with fans through personal and behind-the-scenes content on platforms like Instagram and YouTube parallels Swift's strategy of forming a personal connection with her audience.

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