The Podcast With Taylor Swift Has Become A Sensation

9 million views in 12 hours.

Singer Taylor Swift had her first big podcast interview as a guest on New Heights, a video show about soccer and pop culture hosted by her boyfriend Travis Kelsey. The episode set a record for the program, with nearly 9 million views in 12 hours on YouTube and about 1.3 million live viewers before the technical glitch, writes The New York Times (translated by Charter97.org).

The episode, released Wednesday night, was effectively a long-form announcement of the singer's new album. Swift rarely speaks to the press and prefers unconventional ways of delivering news, from a surprise release to announcements at concerts and award ceremonies.

The choice of podcast reflects the format's growing role in promoting celebrity projects. The long, informal conversations create a sense of safety for guests and avoid the tough questions common in traditional media. Such interviews are becoming an alternative to evening talk shows and glossy covers, the interest in which is gradually declining.

Podcasts attract stars precisely because of the atmosphere of trust and the opportunity to speak directly to their audience. For PR teams, it's a quick and effective tool: the recording is easier to organize, and the reach is comparable or higher than that of television formats.

For New Heights, Swift's appearance coincided with an important moment. The episode with the singer helped the podcast reach the top spot on the Apple Podcasts chart once again.

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