Taylor Swift NOW
Herself | 2016-2018
Taylor Swift NOW was Taylor’s very own TV channel. It was the destination for fans to watch exclusive and never seen Taylor videos and was only available on AT&T. Taylor Swift NOW showcased unique videos, concert performances, behind-the-scenes footage and more from Taylor’s archives. It was AT&T’s first-ever specially curated video catalog.
Taylor Swift NOW launched in December 2016 and was organized in themed chapters. It was packed with special glimpses into Taylor’s life and work spanning her entire career up until that point. This included original content with commentary from Taylor herself. Taylor Swift NOW got updated regularly with new videos and chapters for special events.
Taylor Swift NOW was one of many components of AT&T’s exclusive multi-year, multi-faceted deal with Taylor. It was available exclusively to AT&T customers across all of its video platforms: DirecTV, DirecTV NOW and U-verse. This put Taylor Swift NOW in the hands of more than 25 million video customers (as of 3Q16). The channel was also available through those platforms’ apps for streaming on-the-go.
The Making of A Song
In the video series “The Making of A Song“, fans got an unprecedented glimpse into Taylor’s songwriting process as she shared personal videos of herself at the piano playing and creating the songs on her sixth studio album, reputation (2017). The entire series was shot by Taylor herself. The first episode premiered on Taylor Swift NOW on November 13, 2017. Taylor Swift NOW got shut down once the reputation Era — and Taylor’s deal with AT&T — came to a close at the end of 2018.