Tuesday, July 8, 2014 10:36am ET by  
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Taylor Swift on our disposable generation and how to keep things fresh: 'We need to be kept on our toes'

Country-pop crossover superstar Taylor Swift has revealed in a new interview with the Wall Street Journal that she knows this generation is fuelled by immediacy and the nature of being able to change channels or instantly find something else to do if they're bored, but it's important to recognise this in order to engage an audience. 

She explained that it's hard to keep people interested, but the way forward is to keep people 'on their toes', which is what she did with her Red tour. She knew people had seen clips from her run of dates online, but in order to keep fans buying tickets she raised her game and changed it up, bringing out special guests and creating other incentives to excited her audience:

"In the YouTube generation we live in, I walked out onstage every night of my stadium tour last year knowing almost every fan had already seen the show online. To continue to show them something they had never seen before, I brought out dozens of special guest performers to sing their hits with me.

"My generation was raised being able to flip channels if we got bored, and we read the last page of the book when we got impatient. We want to be caught off guard, delighted, left in awe. I hope the next generation's artists will continue to think of inventive ways of keeping their audiences on their toes, as challenging as that might be."

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Watch footage from Swift's new Keds commercial photo shoot below: