LATROBE, PA – Dr. Michael Urick has never been to a Taylor Swift concert, doesn’t wear friendship bracelets and can’t sing along with the iconic pop star’s songs the way her fans, dubbed ‘Swifties,’ do at her sold-out concerts.
Yet, Urick, C’04, dean of the Alex G. McKenna School of Business, Economics and Government and a professor of management and operational excellence and at Saint Vincent College, recognizes the dynamic effect Swift has had on American culture.
“I don’t necessarily consider myself to be a Swiftie, but I respect her as an influential businessperson,” Urick said. “She’s a game-changer. She’s not just a figure in music, but in society—a role model whom many people look up to.”
In his book, “Swift Leadership: A Taylor-Made Approach to Influence and Decision Making,” Urick examines the leadership and business actions behind Swift’s meteoric success. The book, which will be released on March 18, was co-authored by Dr. Mariah Yates, associate professor of management at Western Kentucky University’s Gordon Ford College of Business.
Swift, who has been topping the charts for two decades, has forever changed the way the music industry operates. Unable to acquire the copyrights to some of her best-selling albums after switching record labels, she re-recorded “Taylor’s versions” of the songs.
With an estimated net worth of $1.6 billion, Swift is the world’s highest-grossing live music artist, wealthiest female musician and best-selling recording artist. She has endorsement deals with Apple Music, Coca-Cola and AT&T and has released a fragrance line through Elizabeth Arden. Swift frequently is shown on NFL game broadcasts when she turns up to cheer on her boyfriend, Kansas City Chiefs tight end Travis Kelce.
Urick argues that Swift is the biggest phenomenon since the Beatles—maybe bigger.
“I don't know that we've ever seen a pop-culture star who’s at the same level as her,” Urick said. “When she comes to a city to perform, they'll name the city after her for a day. Her fans have caused minor earthquakes at the venues where she's performed. She makes substantial contributions to food banks in her tour cities.”
The chapters in “Swift Leadership” are named after Swift’s song titles that relate to themes of her approach to business. Instead of diving into the meaning of her lyrics, Urick and Yates explore how Swift displays transformational leadership, impression management, innovation, goal setting and power. The book looks at positive and negative aspects of her leadership approach.
Swift turned 35 years old last December and it’s been 19 years since she released her first album. Although Urick expects she’ll eventually find other ways to exert her influence, such as managing acts launching her own record label or getting into projects outside the music industry, for now Swift has cemented herself as a formidable performer.
“She’s likely going to sell out stadiums for many years to come,” Urick said. “There are plenty of Swifties out there.”
Cover image of “Swift Leadership: A Taylor-Made Approach to Influence and Decision Making”
