Taylor Swift Gives Fan Engagement A Personal Touch

Taylor Swift has mastered the art of connecting with her fans. Though Swift is one of the biggest stars in music, she has built her career partly on her reputation for being down-to-earth and approachable. In addition to making the media rounds this week to promote her latest album, 1989, which released Monday (Oct. 27), Swift brought the new album personally to her fans. Prior to release date, Swift gave several groups of “Swifties”—her diehard fans—the ultimate all-access pass. She invited select fans to listen to her new album before it released.

Dubbed the “Secret Sessions,” these preview parties have been held in Swift’s homes across the country, including Rhode Island, Nashville, Los Angeles, and New York City, as well as at a location in London. According to the New York Post, fans were instructed to supply a password to attend the sessions, and were checked for wires, asked to sign a confidentiality agreement and hand over cell phones and other electronic devices prior to being transported to the event. One attendee of the New York City session noted fans were also given a few “rules” for the event, including to be respectful of Swift’s space, stay on the first floor of the residence and to not disclose anything about the songs.

Making the event as personal as possible, Swift even ordered pizza and concocted homemade treats for her guests. Later in the evening, there was a dance party to 1989’s first single, “Shake It Off,” as well as a photo op with Swift.

The sessions have paid off handsomely, as fans have continuously shared their experiences and photos of the sessions on social media, creating a viral trend. Attendees left with a swag bag and Polaroid from the evening. Fans were also given an email hotline to report any online leaks of the album prior to its release.

“At first no one believed me, but I really feel blessed and lucky,” said one attendee. “It was a rare opportunity [to meet Swift], and I got to be a part of it.”