‘Easter Eggs’ in Music Marketing

Why this creative technique works for artists like Taylor Swift.

‘Easter eggs’ in the music industry have become common among artists with established fan bases as a unique way to promote their music. These are hidden messages, such as lyrics or release dates, often placed in music videos, social media posts, and even interviews.

Taylor Swift is one artist who has popularized this technique, with her fans now believing that there is a hint in everything she says and does, whether it be a certain look for an award show or out-of-character word use in an interview. Recently she hinted that she would re-record her album ‘Red’ next by including four red heart emojis (representing her fourth studio album) in several Tweets.

Using this technique with social media, especially, has fostered more engagement with fan bases. It brings a personal touch to the artist when they leave clues for their fans to discover, preventing the perception of the artist as being sort of untouchable, which can develop with certain levels of fame. The potential for the presence of Easter eggs adds depth to the music and the artist’s brand, distinguishing them from other artists and encouraging conversation among audiences.

For example, before the announcement was made, it seemed to Taylor Swift’s listeners as though she were hinting to release the re-recording of either ‘Red’, ‘Speak Now’, or ‘1989’ next. The debate lasted for months among fans, critics, journalists, and many others on social media and was intensified as Swift frequently referenced each album. In addition, it’s known in marketing that consumers love games and puzzles. People love trying to figure things out and seek the feeling of accomplishment when they’re correct, which those who predicted the release of ‘Red’ are feeling now.

Even in between music releases like in this scenario an artist can increase fan engagement with Easter eggs. In addition to advertising for future work, they can increase streams and sales for old work as fans search for clues. For example, many fans went back and listened to ‘Folklore’ by Taylor Swift and watched ‘Folklore: The Long Pond Studio Sessions’ to find hints about her next surprise album, ‘Evermore’, even after it was released.

In many cases, this technique can be used with few resources. Easter eggs can be hidden in social media posts and in conversations, making it a low-budget marketing tactic. However, these artists must have a very engaged fan base. If they don’t, then fans likely won’t take the time to notice the clues.