Opening Night of Taylor Swift | The Eras Tour (Photo by Kevin Winter/Getty Images for TAS Rights Management)
With 283 million followers on Instagram and 95.2 million on X, Taylor Swift is one of the most popular celebrities of this generation. Her popularity skyrocketed even further after the start of her Eras Tour. The record-breaking tour has become the highest-grossing concert tour in history.
Back in 2017, gaming company Glu Mobile tried to capitalize on her popularity by making a mobile application called The Swift Life.
However, The Swift Life app was disbanded and entirely discontinued a year later. The official statement from the company claimed that it was a promotional feature for Taylor Swift’s Reputation album. Therefore, it was scheduled to be taken off after the album’s release.
The Swift Life: Taylor Swift’s social networking platform explored
Taylor Swift Fans Gather Outside Concert Venue In Sydney (Photo by Lisa Maree Williams/Getty Images)
In 2017, Taylor Swift partnered with mobile gaming developer Glu Mobile to launch The Swift Life. The app was released on December 15, 2017, and sparked the interest of fans from the very first day. Glue Mobile had experience making celebrity-centric apps and had already created hits like Kim Kardashian: Hollywood.
However, The Swift Life didn’t have a gaming-centric interface like Kim Kardashian: Hollywood and was more like a social media app for Swifties to stay connected with Taylor’s life. It had quizzes, message boards, and other interactive features.
It also had a feed similar to Facebook or Instagram to show Taylor-exclusive content and a music player that played only her songs. Users got free access to exclusive photos, videos, and other content.
Moreover, the app had its own carousel of emojis called the ‘Taymojis’.
Back then, in the trailer video of the app, Swift was seen saying:
“I’ve got something pretty awesome that we’ve been working on for a while that I wanted to share with you.”
The video featured special features of the app, including new emojis like the burning heart, guitar picks as in-app currency, and digital versions of Taylor’s cats, Meredith Grey and Olivia Benson.
“I think you guys are really gonna like this. I mean, I hope. It would be … it would be preferable if you did,” Taylor joked before the video came to an end.
Why did The Swift Life come to an end?
Taylor Swift reputation Stadium Tour – Sydney (Photo by Mark Metcalfe/Getty Images)
The Swift Life was officially disbanded on January 2, 2019, before being permanently taken off the internet on February 1, 2019. There were a host of reasons why the app never took off.
Firstly, the app was buggy and there were glitches in the message board. Complaints regarding this issue became rampant. The app lost a lot of money as people started uninstalling it.
Furthermore, the launch came with some legal ramifications. According to TMZ, a company called SwiftLife filed a lawsuit against Taylor Swift for allegedly using a trademarked name.
Finally, the concept of The Swift Life was ambiguous and didn’t follow a tried-and-tested recipe for success. Viral apps like Kim Kardashian: Hollywood had a cohesive and gamified concept that kept the user hooked. However, The Swift Life was essentially a social media app for the fans that had certain new emojis and some ‘exclusive’ Taylor Swift content.
Glu Mobiles also listed another reason in their official statement:
“Over a year ago, we launched The Swift Life alongside Taylor’s critically acclaimed, 6th studio album, Reputation, ” said their official statement on X.
The app was deemed to be a marketing gimmick before the release of Taylor’s Reputation album and the company claimed that it was scheduled to be disbanded after Reputation‘s release:
“It provided a creative and inclusive place for Taylor and her fans to connect with each other while expressing themselves in a uniquely interactive community. As the Reputation era comes to an end, our time on The Swift Life will be ending too,” concluded Glu Mobiles in their X post.
The Swift Life was the last app made by Glu Mobiles that featured a musician. After a string of disappointing releases featuring Britney Spears, Katy Perry, and Nicki Minaj, the company moved on to new avenues.
Was this article helpful?
News
Goalie expert has a shocking look at the Maple Leafs’ goalkeeper before the season – Toronto media is abuzz
Photo credit: Marc DesRosiers-Imagn Images The Toronto media continues to question the Maple Leafs’ goaltending heading into the season, but one expert graded them among the best in the Atlantic division. Fresh off of a Stanley Cup, Anthony Stolarz made the decision…
Elliotte Friedman names the goalie he admires and hopes will fill in for the Bruins in Jeremy Swayman’s absence
NHL insider Elliotte Friedman shared his insight of the temporary replacement for Jeremy Swayman (Credit: IMAGN) On Friday, NHL insider Elliotte Friedman discussed the Boston Bruins’ goaltending situation and Jeremy Swayman’s temporary replacement on “32 Thoughts: The Podcast” with co-host…
Breaking: Maple Leafs HC Craig Berube lauds Nick Robertson’s 5 goals in 4 preseason games despite questionable future.
Maple Leafs HC Craig Berube praised Nick Robertson for his impressive performance, scoring five goals in four preseason games, despite uncertainties surrounding his future with the club. After netting two goals in a 2-0 win over the Detroit Red Wings on Thursday,…
3 Buffalo Sabres players who disappointed in team’s 4-1 loss to Devils ft. JJ Peterka
The Buffalo Sabres opened their 2024-25 season on Friday with a game against the New Jersey Devils at the O2 Arena. The game, which marked the start of the NHL season, saw coach Lindy Ruff’s squad experience some early-game jitters as they struggled…
Anthony Edwards and the Minnesota Timberwolves are back in action in Friday’s NBA preseason opener against the LA Lakers.
Anthony Edwards and the Minnesota Timberwolves are back in action in Friday’s NBA preseason opener against the LA Lakers. Edwards has traveled with the team to Palm Springs. However, he won’t play. He had a busy summer after playing at the Paris…
Bronny James reacts in 4 words to Parker Whitfield’s shoutout on National Boyfriend Day
Bronny James shares image of himself and girlfriend Parker Whitfield for National Boyfriend Day (Image credits: Imagn) × LA Lakers rookie Bronny James got a quick shoutout from his girlfriend, Parker Whitfield, as they celebrated Nationa Boyfriend’s Day on Thursday. Whitfield posted a…
End of content
No more pages to load