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Singers

The New Normal: Pop Stars Embracing Durational Social Media

Strategic Insights

— 2 min read

Pop stars Taylor Swift and Drake recently used social media platforms to their advantage by participating in lengthy video conversations, showcasing their fluency with the latest power move in the attention economy. Swift's 123-minute video podcast with boyfriend Travis Kelce and his brother Jason, and Drake's 189-minute livestream with Adin Ross, reflect a shift in the media landscape where sitting still inside a static shot frame is becoming de rigueur. This approach is favored by top livestreamers and podcasters on platforms like Twitch, Kick, and YouTube, who attract hundreds of thousands to millions of viewers directly and indirectly through social media platforms.

Key Takeaways:

  • Taylor Swift's 123-minute video podcast with Travis Kelce and his brother Jason on "New Heights" podcast announced her 12th original studio album, "The Life of a Showgirl," and provided some backstory about her next album.
  • Drake's 189-minute livestream with Adin Ross and others continued to generate anticipation for his ninth solo album, "Iceman," but barely discussed music, focusing instead on reckless-wager gambling and smack talk.
  • Both Swift and Drake's appearances on social media platforms reflect a shift in the media landscape toward durational content, where lengthy stretches of time are becoming the norm.
  • The ultra-famous are turning to durational content to promote their work, with many fans consuming content directly and indirectly through social media platforms.
  • Pop stars like Swift and Drake have cultivated an intense fan culture, leaving breadcrumb trails about their creative intentions and upcoming moves to generate fervent followings.
  • Drake has demonstrated native and instinctual use of social media, collaborating with up-and-coming rappers and mobilizing the weight of his fame to support others.
  • Swift's conversation with the Kelce brothers included personal moments, such as helping care for her father, Scott, who undergone quintuple bypass surgery.

Statistics:

  • Taylor Swift's appearance on the "New Heights" podcast lasted 123 minutes.
  • Drake's livestream with Adin Ross and others lasted 189 minutes.
  • Hundreds of thousands to millions of people consume durational content on social media platforms directly and indirectly.
  • Streaming platforms like Twitch and Kick have top livestreamers who broadcast for huge chunks of the day.
  • YouTube podcasters conduct interviews that last multiple hours.
  • Millions of people consume content when raw footage is diced up into digestible clips.

Sources:

  • "The New Normal: Pop Stars Embracing Durational Social Media" article from The New York Times
  • Taylor Swift's 123-minute video podcast with Travis Kelce and Jason Kelce on "New Heights"
  • Drake's 189-minute livestream with Adin Ross and others
  • Theo Von, Joe Rogan, and other video podcasters
  • The New York Times' article on celebrity promotion and social media

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