Taylor Swift’s New App Comes Right from the Kim Kardashian Playbook

The heat around her single “Look What You Made Me Do” and the briefly revived Katy Perry feud has cooled off in a fall with, to put it mildly, a lot else going on. But Taylor Swift is still on the promo circuit, preparing to release her new album, Reputation, on November 10. In the meantime, she’s been sure to remind the world of her album’s imminent drop through cryptic Instagram videos, college football games, and UPS commercials, to name a few. Now her self-promotion is soaring to Kardashian-worthy heights with the launch of “The Swift Life ™” from Glu Mobile Inc., the same company that brought you the Kim Kardashian video game and the Kendall and Kylie Jenner game.

In a video announcing the app, Swift says that she’s got something “pretty awesome that we’ve been working on for a while that I want to share with you.” Cue a 30-second video of various iPhone screens that show Swift interacting with her fans via posts, videos, and announcements.

If this seems vague, it kind of is. A press release on Business Wire clarified things a bit more saying that the new app will allow the Swift devoted to connect with each other and with Swift. Like a Facebook or Twitter post, fans can also like each other’s comments and those that the singer drops in. New songs, videos, and photos will be added each week for those who download the app, available in the app store later this year. What the app costs, if anything, was not revealed in the initial announcement.

“We’ve worked closely with Taylor and her team to bring her creative vision to life,” said Nick Earl, Glu’s President and C.E.O., in a statement Wednesday. “The result is a deeply social environment where Taylor and her fans are able to better connect with one another while expressing themselves in an interactive community. We look forward to its worldwide launch later this year.”

In the most Kardashian-esque move of all, Swift is also getting her own set of emojis—pardon us, Taymojis. Though Kardashian is likely still high up on Swift’s enemies list, the singer can’t help but recognize brand-building genius at work. And though her direct interactions with fans have cooled down a bit in a year when she’s considerably reduced her public persona, Swift still has a devoted, highly interactive fan base. Whatever those fans pay to be part of The Swift Life is likely nothing compared to what Swift makes from, say, a UPS partnership, but it’s a much more powerful way to stay relevant in an ever-fickle music industry.

“I think you guys are really gonna like this,” she concludes the video. “I mean, I hope. It would be . . . preferable if you did.”

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Full ScreenPhotos:Taylor Swift’s Bold Fashion Evolution, from Cowgirl to Couture
At the 2006 C.M.A. Awards when she was just 16, Taylor Swift was a fresh face. Her curls were slightly 80s, but she definitely stood out.

At the 2006 C.M.A. Awards when she was just 16, Taylor Swift was a fresh face. Her curls were slightly 80s, but she definitely stood out.

Photo: by Rick Diamond/WireImage.

By 2007, Swift started gaining fame and with it a nomination as one of the A.M.A.’s favorite female country artists. Here, she paired cowgirl boots with a satin shift dress—not quite a clear winner (nor was she, in the competition) but a definite step in the right direction.

By 2007, Swift started gaining fame and with it a nomination as one of the A.M.A.’s favorite female country artists. Here, she paired cowgirl boots with a satin shift dress—not quite a clear winner (nor was she, in the competition) but a definite step in the right direction.

Photo: by Jon Kopaloff/FilmMagic.

Aiming for a glamorous look for 2007’s Country Music Association Awards, Swift’s southern-gal gown didn’t so much say, “Belle of the ball,” as “Belle from *Beauty and the Beast.*” Still, her elegant hair and jewelry were making definite strides.

Aiming for a glamorous look for 2007’s Country Music Association Awards, Swift’s southern-gal gown didn’t so much say, “Belle of the ball,” as “Belle from Beauty and the Beast.” Still, her elegant hair and jewelry were making definite strides.

Photo: by Frank Mullen/WireImage.

At 19, Swift snagged a best-new-artist nomination from the 2008 Grammy Awards—and a demure lavender gown custom-made for her by Sandi Spika.

At 19, Swift snagged a best-new-artist nomination from the 2008 Grammy Awards—and a demure lavender gown custom-made for her by Sandi Spika.

Photo: by Steve Granitz/WireImage.

Swift began another year of style (and hair) transformations at the 2016 Grammys in an Atelier Versace bandeau top and floor-length skirt, while also debuting her new blunt bob.

Swift began another year of style (and hair) transformations at the 2016 Grammys in an Atelier Versace bandeau top and floor-length skirt, while also debuting her new blunt bob.

Photo: From Getty Images.

While walking the red carpet at *Vanity Fair*’s Oscars party, Swift showed off what may be her sexiest look to date. Her couture Alexandre Vauthier gown included a thigh-high slit and a neckline that just barely missed her belly button.

While walking the red carpet at Vanity Fair’s Oscars party, Swift showed off what may be her sexiest look to date. Her couture Alexandre Vauthier gown included a thigh-high slit and a neckline that just barely missed her belly button.

Photo: From Getty Images.

After chopping off even more of her hair for her May 2016 *Vogue* cover, Swift took it to the next step by dyeing it bleach blonde. She kept up the edge for her hosting duties at the Met Gala, where she wore a silver cutout Louis Vuitton dress, paired with lace-up sandals and a dark lip.

After chopping off even more of her hair for her May 2016 Vogue cover, Swift took it to the next step by dyeing it bleach blonde. She kept up the edge for her hosting duties at the Met Gala, where she wore a silver cutout Louis Vuitton dress, paired with lace-up sandals and a dark lip.

Photo: From Getty Images.

At the 2006 C.M.A. Awards when she was just 16, Taylor Swift was a fresh face. Her curls were slightly 80s, but she definitely stood out.

by Rick Diamond/WireImage.

By 2007, Swift started gaining fame and with it a nomination as one of the A.M.A.’s favorite female country artists. Here, she paired cowgirl boots with a satin shift dress—not quite a clear winner (nor was she, in the competition) but a definite step in the right direction.

by Jon Kopaloff/FilmMagic.

Aiming for a glamorous look for 2007’s Country Music Association Awards, Swift’s southern-gal gown didn’t so much say, “Belle of the ball,” as “Belle from Beauty and the Beast.” Still, her elegant hair and jewelry were making definite strides.

by Frank Mullen/WireImage.

At 19, Swift snagged a best-new-artist nomination from the 2008 Grammy Awards—and a demure lavender gown custom-made for her by Sandi Spika.

by Steve Granitz/WireImage.

For her 2009 best-female-video win for “You Belong with Me,” Swift wore a sensational Kaufmanfranco dress to the MTV Video Music Awards, guaranteeing that she belonged on the red carpet. Forget pop princess—here, she’s a Grecian goddess.

by CHANCE YEH/PatrickMcMullan.com.

As the queen of red-carpet rebounds, Swift wore this sultry, midnight-blue Kaufmanfranco gown post-breakup with actor Taylor Lautner. Despite her angst, Swift swept up four awards at the 2010 Grammys, including album of the year and best country album.

by Jon Kopaloff/FilmMagic.

For her red-carpet appearances, Swift has been known to alternate between soft and structured silhouettes. For the 2010 Met Ball, Swift arrived in a lacy Ralph Lauren gown with exposed shoulders, revealing a sweet yet seductive side to her fans.

By BILLY FARRELL/PatrickMcMullan.com.

Showing more red-carpet versatility and the ability to work a train, Swift chose this dramatic J. Mendel Couture gown for the 2011 Met Ball.

By CHANCE YEH/PatrickMcMullan.com.

Swift made a daring risk at the 2011 Vanity Fair Oscar party by shedding the conservative hemlines in this Zuhair Murad mini-dress—a win indeed.

From Fairchild Archive.

After the success of her 2010 album, Speak Now, Swift was awarded entertainer of the year by the Academy of Country Music. She accepted the prestigious award in a flowing, embellished Elie Saab Couture gown perfectly fitting for her triumph.

by Gregg DeGuire/FilmMagic.

Ever a red-carpet chameleon, Swift mixed it up in this peach J. Mendel mini-dress for the 2011 People’s Choice Awards.

by Gregg DeGuire/FilmMagic.

At the following year’s Academy of Country Music Awards, Swift was awarded, yet again, Entertainer of the Year. Swift’s single “Mean” was also nominated for best video at the ceremony. Note the white-hot J. Mendel gown, the bangs, and how the fierce waves of the dress match her blond hair.

by Jon Kopaloff/FilmMagic.

Emboldened to take risks in her old age (that’s a joke, people), Swift chose this sleek J. Mendel suit for the 2012 MTV Video Music Awards.

by ANDREAS BRANCH/patrickmcmullan.com.

Starting off her year right, Swift was nominated for a Golden Globe for her original song for 2012’s The Hunger Games. The odds were in her favor in this sultry Donna Karan Atelier gown.

From Fairchild Archive.

In this plunging Ralph Lauren gown, Swift makes bold moves toward a sexier red-carpet appearance—a new look for the 24-year-old singer.

by ANDREAS BRANCH/PatrickMcMullan.com.

Embracing this new boldness, Swift rocks a short, beaded Elie Saab dress in a silhouette that works extremely well for her, at the 2013 N.R.J. Music Awards in Cannes.

by Francois Durand/Getty Images.

The former country-music heroine secured her status as a worldwide music and style icon by accepting the International Artist Award at the 40 Principales Awards 2013 in Madrid.

From Europa Press/Getty Images.

At the 2013 Grammys, Swift gave us a return to full-on Grecian glamour in a pleated J. Mendel gown. It’s hard to believe that someone can look this flawless in the aftermath of a breakup—but we guess that’s why they write breakup songs, isn’t it? For all kinds of closure, except the type that gets in the way of a fierce, revealing dress.

by Jon Kopaloff/FilmMagic.

At the following year’s awards ceremony, Swift wore a Gucci chain-mail gown, paving the way for Bella Hadid and Kim Kardashian West to follow suit years later.

From Getty Images.

After dropping her music video for “Shake It Off,” the lead single from her now platinum album 1989, Swift arrived at the MTV Video Music Awards a week later wearing a surprising Mary Katrantzou bodysuit. But 1989-era Taylor Swift was just getting started.

From Getty Images.

After performing at the 2014 Victoria’s Secret Fashion Show, Swift brought sexiness and glamour to the pink carpet, while also doing her best Angelina Jolie leg.

From Getty Images.

For the 2015 Grammys, Swift turned in her crystal gowns for a teal ombré Elie Saab dress with magenta heels.

From Getty Images.

Continuing her 2015 style transformation, she arrived on the red carpet for the Billboard Music Awards in a white Balmain jumpsuit, featuring a plunging neckline and multiple cutouts.

From Getty Images.

Then there was the 2015 V.M.A.s, where Swift went home with the most awards of the night, including video of the year for “Bad Blood.” With her squad in tow, she sparkled in a matching Ashish crop top and cinched pants.

From Getty Images.

Swift began another year of style (and hair) transformations at the 2016 Grammys in an Atelier Versace bandeau top and floor-length skirt, while also debuting her new blunt bob.

From Getty Images.

While walking the red carpet at Vanity Fair’s Oscars party, Swift showed off what may be her sexiest look to date. Her couture Alexandre Vauthier gown included a thigh-high slit and a neckline that just barely missed her belly button.

From Getty Images.

After chopping off even more of her hair for her May 2016 Vogue cover, Swift took it to the next step by dyeing it bleach blonde. She kept up the edge for her hosting duties at the Met Gala, where she wore a silver cutout Louis Vuitton dress, paired with lace-up sandals and a dark lip.

From Getty Images.

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