THE SPECIFICS OF MUSIC PRODUCT PROMOTION IN THE ERAOF STREAMING PLATFORMS (USING TAYLOR SWIFT’S ALBUMS AS AN EXAMPLE)

This article examines the specifics of music product (album) promotion in the context of streaming platforms dominance, which have fundamentally changed the nature of music content distribution and consumption. The empirical basis of the study consists of Taylor Swift's albums "1989" and "Reputation", accompanying media content (music videos, promotional videos, teasers), and music content popularity indicators on streaming and media platforms. The study reveals the potential of complex album promotion communications campaign based on the use of short videos, consistent visual style, appealing to the artist's personal brand, and audience engagement.