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Taylor Swift on world tour

Seven brands and the "Taylor's version"

Born in 1989, the artist is considered one of the most successful singers of our time - alongside Madonna (e.g. EM014915615 - MDNA, Shakira (e.g. EM002870863), Beyonce (e.g. EM004745402) and Adele (e.g. EM009868639). Swift's fans have allegedly triggered earthquakes, the economy is experiencing "Swift effects" and the singer is now worth billions. Swift owes this not least to a clever property rights strategy. She has registered numerous trademarks - not only in the USA, but also in China and Europe, for example. It also pays particular attention to protecting its copyrights. We tell the story of the protection of her intellectual property on the basis of seven, completely randomly selected brands - in other words, "seven in one go".

Number 1: among others IR 1421359 - Taylor Swift

Naturally, the artist has had her name protected as a trademark, and several trademarks are registered here. Incidentally, the artist, who was born into an upper middle-class family in Reading, Pennsylvania in 1989, also goes by this real name. She was named after the American musician James Taylor, with whom she has also made music together.

Number 2: IR 1351034 - "SWIFTIE"/ IR 1351033 - "SWIFTIES"

The term "Swiftie" is derived from the singer's surname and refers to the fan community surrounding the artist and her music. The Swifties are known for their devotion, which they share at numerous events and on social media, their enthusiasm for Taylor Swift's music and her concerts, and for celebrating releases and special moments in Taylor's career together.

Number 3: IR 1643375 - FEARLESS TAYLOR'S VERSION

In the title track of her second album "Fearless", Swift (still a teenager at the time) sings about the omnipotence of love, which spread its mighty wings with the first kiss, and the realization that you "don't know how it can ever get better than right now". In doing so, she uses very vivid language that creates a certain intensity and emotion in the music. Banjo sounds lend the song a certain lightness and light-heartedness, the kind of first love that will probably never return.

The trademark is registered for various goods and services in classes 09, 14, 16, 18, 21, 25, 26, 28, 35, 41 of the Nice Classification. For example, "sound recordings, music files, video recordings and digital publications" from Nice Class 9 are protected and also "entertainment services in the form of live musical performances; live musical concerts; live stage performances in the form of musical and theatrical productions; public performances by a musical artist and entertainer for entertainment purposes" from Class 41. The trademark is also protected for "jewelry, jewelry pendants, bracelets" from class 14 or "pendants for cell phones, hair bands and luminous headbands, luminous necklaces, luminous toy glasses, luminous lanyards" from class 28 - in short, for a wide variety of merchandise (including other classes of goods).

Number 4: IR 1614995 "CHRISTMAS TREE FARM"

"My winter nights are taken up by static, stress and holiday shopping traffic. But I close my eyes and Iʼm somewhere else. Just like magic" is how the song "CHRISTMAS TREE FARM", released in 2019, begins. The song is about the Christmas tree farm where Swift grew up. City life makes her long for life at the tree farm. Swift also sings about the Christmas spirit, romance, family and nostalgia.

Number 5: EM 018055610 - "Lover" (combined word/figurative mark)

Lover is the seventh studio album by US pop singer Taylor Swift. It was released on August 23, 2019. The album cover was designed by Colombian artist Valheria Rocha. It shows Swift on a background of pink clouds, with the album title Lover written above her head in pink cursive script. The song "Lover" was released as a single.

Number 6: IR 1631158 - "TAYLOR'S VERSION" and the fight for copyrights

What's the deal with "Taylor's Version"? Swift's former label "Big Machine Records" owns the rights to the master recordings of her first six albums, while the artist herself only holds the rights to the lyrics and melodies. In 2018, the label was sold to Scooter Braun, the artist's contract expired and she switched to a new label. This is where the legal dispute began, as Scooter Braun made it difficult for Taylor to use her songs on television or in her documentary. Taylor Swift is not the only artist to have had difficulties with Scooter Braun in the past. However, Scooter Braun did not allow Taylor Swift to acquire the rights. As a result, Taylor Swift pursued the strategy of re-recording all six albums, as she owns the copyrights to the lyrics and melody. Since then, fans have been listening exclusively to "Taylor's Version" out of solidarity to prevent Scooter Braun from making money with her music. Taylor Swift caused an uproar in the music industry and took a clear stance on the issue of copyright.

Number 7: IR 1752033 - "TAYLOR SWIFT THE ERAS TOUR"

"The Eras Tour" is the sixth concert tour by the US singer. The tour began on March 17, 2023 in Glendale, Arizona and is scheduled to end on December 8, 2024 in Vancouver. In December 2023, she was already awarded the status of the world's most commercially successful tour to date. Swift describes the tour as a "journey through all the musical eras of my career".

Of course, there are also many technical innovations that play a role during major tours. For example, the fans become part of the show thanks to the light-up wristbands that are handed out to everyone before the concert begins. The wristbands light up in different colors and rhythms during the songs. Sometimes they even flash in different areas of the stadiums. This works with infrared sensors, for example, similar to a TV remote control. Robot transmitters are set up throughout the arena. Using the infrared sensors in the wristband, the lighting control room can then send lighting data to any location in the arena. It is even possible to display moving patterns and shapes. For example, patent application US020140184386 "INTERACTIVE LIGHTING EFFECT WRISTBAND & INTEGRATED ANTENNA" has been filed.

Incidentally, the author of this article asked her teenage daughter why she wanted to go to the Taylor Swift concert. The answer was: "Because I like the music." Well, that's a good enough reason.

Picture 1: Gettyimages - Andreas Rentz TAS24, more pictures: DPMAregister/DEPATISnet, Picture 3: DPMA/Isabella von Dosky

Last updated: 26 July 2024