Despite her very public break up with Spotify last week, it looks like Taylor Swift is not exactly done with new digital media yet. Accompanying her new single “Blank Space”, America’s No.1 ex-girlfriend has teamed up with RadicalMedia and American Express and released a free app that promises fans the ultimate “Taylor Swift Experience”. In an effort to connect with today’s Gen Z audience, we downloaded it, tried it, and surprise—we totally enjoyed it.
A neat gamification of the single’s music video, the main “experience” of the app is a 360-degree interactive adventure through the lavish Oheka Castle, where the video was shot. You can either take a fly-on-the-wall approach to follow Taylor around and watch her overdramatically break up with her beau, or you can leave the drama behind and explore the seven different rooms featured in the video at will by moving your device around. The experience is entirely scored with the new single and therefore limited to the song’s length each time.
To encourage repeat gameplay, a total of 41 Easter egg-style “collectables”—namely, close-up pictures of the props featured in the video—are scattered throughout the various space and up for grabs. (During first play, we stumbled upon a cute photo of Taylor Swift’s cat Olivia Benson in the background.) Unsurprisingly, the app also features upcoming tour dates, a link to watch the music video on YouTube, links to purchase her new album, behind-the-scenes featurettes, and a bit of information about American Express as well.
As content creators become more familiar with new immersive technology, short-form media like music videos could become a great ground for testing how narratives work in new virtual environments.
All images featured are screenshots from the app.