Taylor Swift partners up with AT&T for streaming 'video experience'
LOS ANGELES -- Welcome to new media, Taylor Swift -- it's been waiting for you.
AT&T announced Monday it is partnering with the Grammy-award winning artist for a new streaming video experienced called Taylor Swift NOW.
The streaming video catalog will "showcase unique videos, concert performances, behind-the-scenes footage and more from the Taylor Swift archives," the telecommunications giant said in its release.
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AT&T customers will be able to get Taylor Swift NOW across all of AT&T's video platforms later this year including DIRECTV, DIRECTV NOW and U-verse.
A sneak peek of the channel will be available to fans in the coming weeks.
“Taylor Swift NOW is one of many exciting initiatives we have in store for Taylor’s fans and our customers as part of our exclusive multi-year deal,” John Stankey, CEO of AT&T entertainment group, said in a statement. “We’re looking forward to working with Taylor as we develop exclusive original content that inspires her and her fans. We can’t wait to get Taylor Swift NOW into the hands of fans to stream everywhere.”
After its launch, Taylor Swift NOW will also include regular updates with new videos and chapters for special events.
Financial terms of the deal were not disclosed.
Swift is no stranger to streaming. She and and Apple once butted heads over the tech company's music streaming service. But not long after -- after they made amends -- Apple debuted an exclusive concert film from Swift's 1999 tour. She also stars in several Apple Music ads now.
AT&T also unveiled 3 video streaming services – DIRECTV NOW, FreeVIEW and Fullscreen.
Actress Reese Witherspoon, who recently partnered up with Otter Media for her own women-geared platform, will also work with the telecommunications company.
Her entertainment platform, Hello Sunshine, will launch an ad-supported video on demand (VOD) channel in 2017 that will only be available for customers of DIRECTV and DIRECTV NOW.
Topics Music
Saba was a Los Angeles-based reporter who covers all things digital entertainment, including YouTube, streaming services and digital influencers. Prior to that, she spent two years at the Los Angeles Times covering entertainment for the Calendar and Company Town sections. Saba grew up in Santa Monica and graduated from Boston University with a B.S. in journalism and B.A. in political science. When not reporting, she is usually binge watching shows online or looking for new coffee shops to frequent.
