Album release strategies have become an art form of their own, whether it's Beyoncé surprise-dropping a musical masterpiece, Chance The Rapper relying on streaming services to get his flows out there or a more traditional model like Adele's "Hello" TV commercial. Chief among these strategists, however, is GRAMMY winner Taylor Swift.
In a partnership announced on Aug. 25, Swift will rely on shipping company UPS to make sure her Nov. 10 album, Reputation, promptly makes it into the hands of retailers and fans who purchased the LP online.
This unique shipping strategy also comes with a few bonuses. For the first time in UPS' 100-plus-year history, they will launch a fleet of trucks tapestried with Reputation's album cover around the country, starting with Nashville, Tenn., Atlanta and New York City, doubling as a bonus advertising spot for Swift.
<blockquote class="twitter-tweet" data-lang="en"><p lang="en" dir="ltr">You could win an exclusive <a href="https://twitter.com/hashtag/TaylorSwiftDelivery?src=hash">#TaylorSwiftDelivery</a> by pre-ordering* Taylor’s new album <a href="https://twitter.com/hashtag/reputation?src=hash">#reputation</a> from UPS. <a href="https://t.co/OpvEIOQYMa">https://t.co/OpvEIOQYMa</a> <a href="https://t.co/mvHjzXbn5T">pic.twitter.com/mvHjzXbn5T</a></p>— UPS (@UPS) <a href="https://twitter.com/UPS/status/901039680749162496">August 25, 2017</a></blockquote><script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script>
Fans can also enter an exclusive contest to win a host of prizes by pre-ordering Reputation directly from the shipping company. The grand-prize winner receives an all-expenses-paid trip to a premium Swift concert with a makeover experience. Other prizes include concert tickets, signed memorabilia and other merchandise.
So with a big reputation on the line, Swift — who has dropped her new single, "Look What You Made Me Do" — has once again upped the ante with a creative album release strategy. What other surprises will she have in store?
