Gannett, the largest newspaper chain in the United States, has made an intriguing announcement. They are seeking to hire a journalist who will exclusively cover the globally renowned music sensation, Taylor Swift. This decision comes as Swift’s popularity continues to soar during her record-breaking tour. Gannett aims to find a reporter who can understand and convey the significance of Swift’s music and the impact she has on the music and business worlds.
The selected reporter will be responsible for writing articles that will be published in both USA Today and The Tennessean, Gannett’s newspaper based in Nashville. This city holds great significance for Swift, as it served as her launchpad as a country music star before she skyrocketed to fame and started selling out stadiums across North America with her Eras Tour.
This unique job offer reflects the frenzy and fanaticism surrounding Swift, whose cultural impact seems to deepen with each new album release, even including her re-recordings. Her dedicated fans have gone to great lengths to support her, spending thousands of dollars on concert tickets and creating seismic activity during her performances.
The response to this job announcement has been mixed. Some appreciate Gannett’s effort to reach a new audience, while others criticize the company for laying off local journalists in recent years. Kristin Roberts, Gannett’s chief content officer, emphasized the company’s commitment to providing essential journalism to its readers and meeting their needs.
Roberts stated, “As Taylor Swift’s fan base has grown to unprecedented heights, so has the influence of her music and growing legacy – not only on the industry but on our culture. She is shaping a generation and is relevant, influential, and innovative – just like us.”
While newspapers often employ music critics and entertainment reporters, it is rare for them to assign a journalist exclusively to cover a single artist. However, Swift’s immense popularity has proven to be a powerful force both culturally and economically.
A Federal Reserve survey revealed that Swift’s fans, known as Swifties, have significantly boosted hotel revenues in the Philadelphia region. While the exact box-office figures for Swift’s shows are not publicly reported, Pollstar estimates that she sells around $14 million worth of tickets each night. By the end of her world tour, which is scheduled for 146 stadium dates extending into 2024, Swift’s ticket sales could surpass $1.4 billion, exceeding Elton John’s current record of $939 million for his multiyear farewell tour.
Some journalists express concern about Gannett’s priorities when it comes to reporting. Last year, Gannett laid off approximately 6 percent of its U.S. media division, which involved around 3,440 employees. This move has further contributed to the decline of the local news industry, leaving information deserts in communities across the country.
Laura D. Testino, a reporter for Chalkbeat Tennessee, highlighted the absence of an investigative reporter in Memphis while Nashville is about to have a dedicated reporter covering Swift.
Gannett has recently hired 225 journalists and currently has over 100 open positions, according to Ms. Roberts.
Vrinda Jagota, a music writer familiar with Swift’s cultural significance, expressed her thoughts on the matter. While she believes Swift is a complex pop icon warranting journalistic analysis, Jagota acknowledges that there are other equally influential stars such as Beyoncé. Jagota mentions Beyoncé’s album “Renaissance,” which has resonated with many Black and L.G.B.T.Q. individuals.
Jagota raised an important question: “Which fandoms and connections are taken more seriously?” She noted that Swift’s fan base largely consists of white women.
Robert Thompson, the director of the Bleier Center for Television and Popular Culture at Syracuse University, offered his perspective. He considers this hiring decision to be more sensible than it may appear at first glance. In today’s fragmented cultural landscape, where mass culture has splintered into numerous subcultures, having something that nearly everyone can comment on holds increased value.
Dr. Thompson added, “You cannot be conscious in the United States without, on some level, having to come to grips with Taylor Swift.” He believes that covering an artist like Swift is a perfectly reasonable activity for a journalist, given her immense cultural impact.
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