Taylor Swift has been given her own video channel on the streaming service of US telecoms giant AT&T as part of a multi-year deal signed earlier this year.
It comes little over a month after AT&T announced it was to acquire content company Time Warner – owner of HBO and CNN, amongst others – for $85bn.
That deal itself came hot on the heels of another acquisition: satellite TV player DirecTV for $48.5bn.
AT&T has this week revealed DirecTV Now—a streaming television service aimed at broadband internet customers without a TV package.
Taylor Swift NOW is AT&T’s first specially curated video catalogue and will feature exclusive videos, concert performances and behind-the-scenes footage.
The channel will be available to AT&T customers across all its video platforms, including DirecTV, DirecTV NOW and U-verse later this year.
The content can be streamed on the go, with free access for AT&T wireless customers, and has a potential audience of over 25 million customers.
“Taylor Swift NOW is one of many exciting things we have in store for Taylor’s fans and our customers as part of our exclusive multi-year deal.” john stankey, AT&T Entertainment Group
“Taylor Swift NOW is one of many exciting things we have in store for Taylor’s fans and our customers as part of our exclusive multi-year deal,” said John Stankey, CEO, AT&T Entertainment Group.
“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.”
As parg of the deal, Swift will also headline the DIRECTV Super Saturday Night in Houston on Feb. 4, the night before the Big Game.
Portions of this concert will air on Taylor Swift NOW at a later date. Fans will have access to tickets through a series of AT&T promotions and campaigns.
Music Business Worldwide