Unsurprisingly, the big global DSPs are rolling out their big marketing guns for Taylor Swift’s new album ‘Midnights’. It’s already had billboard lyric reveals courtesy of Spotify; a teaser videos trailer through Amazon Music / Prime Video; an Artist Spotlight series on Apple Fitness+; and now a high-profile partnership with YouTube Shorts.
It’s a campaign based around the music video for her track ‘Anti-Hero’, with fans encouraged to “share their anti-heroic traits as part of the #TSAntiHeroChallenge” on YouTube Shorts. It turns out it’s not so hard to be an anti-hero after all.
“An anti-heroic trait could be as simple as always grabbing the last slice of pizza, clapping at the end of movies, always putting your feet on the car dashboard, using the same word to start your daily Wordle, leaving your clean laundry in the basket until the next time you do it, pretending you didn’t already watch the next episode of the series you watch with your pals, or even treating your cat like a human,” announced YouTube.
Fact-check: surely NOT using the same word to start your daily Wordle is more anti-heroic? But anyway…