The Future of Mobile

Taylor Swift cements her Reputation with dedicated app from Kim Kardashian developers Glu Mobile

Alex Spencer

With her next album arriving next month, Taylor Swift has partnered with Glu Mobile to create her own app, The Swift Life.

Glu is probably best known as the developer of Kim Kardashian: Hollywood, but rather than another celebrity-themed game, this app will be a Swift-themed social media service.

The Swift Life is described as 'a creative, inclusive and community-driven place for users to better connect with each other' – and, of course, with Taylor Swift herself. Details are still a little sparse, but the app looks like a combination of Instagram, Tumblr and Snapchat. It seems like pretty much every mobile trend has been thrown at the wall – photo filters, 'Taymoji', gamification and lyric videos – to see what sticks.

The idea of a social media platform focused around a single artist might seem unfeasible, but it's worth noting that Swift has 104m followers on Instagram, 86m on Twitter, and 70m on Facebook. It remains to be seen whether she can pull fans away from those platforms, but it's certainly a good foundation to be starting from.

“We’ve worked closely with Taylor and her team to bring her creative vision to life,” said Nick Earl, Glu’s President & CEO. “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.”

A beta release of the app is due 'in limited territories soon', with a full launch later this year – presumably around the same time as the Reputation album, which is due on 17 November.

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