Amid a record-breaking tour and constant media attention, Taylor Swift is all over the headlines. With millions of devoted fans, one inspired the creation of a course dedicated to exploring her influence and branding strategies.
The University of Miami School of Communication's new and highly anticipated course, STC 290: Strategically Communicating through Music: The Mastermind of the Taylor Swift Brand, is turning heads across campus.
“Cause I’m a mastermind”: The inspiration behind the course
Behind this groundbreaking course is Alyse Lancaster, associate professor and vice dean for academic affairs at the School of Communication, who has been teaching at the University since 1999. Swift has been a significant presence in the Lancaster household since her 17-year-old daughter was 4.
Lancaster never saw herself as a Swiftie until she managed to score presale tickets to the Eras Tour. Once the tickets were secured, her daughter insisted she learn all of Swift's songs to be fully prepared for the concert.
"After listening to a playlist she made for me and watching Taylor Swift perform for three hours during 'The Eras Tour’ movie, I finally understood the significance of her music," said Lancaster.
The idea for this class popped into her mind one day, after spending hours listening to Swift while on morning walks.
"Taylor Swift has built a billion-dollar brand with a diverse, global audience of loyal fans," said Lancaster. "So why not use Taylor Swift’s success, because it provides a great foundation for teaching students about brand-building, audience engagement, and the importance of communication."
Thus, the class was born, allowing students to study how Swift's communication strategies and branding have led to her overwhelming success.
“You Belong With Me”: Attracting students across disciplines
The course quickly became a hit on campus, drawing students from various majors to be part of the inaugural cohort of nearly 200 students. The impact of the class extends beyond the classroom walls. As part of the course, students are expected to post about their experiences on Instagram and TikTok.
"This is my favorite class this semester," said Holly Russell, a senior majoring in international relations. “It is interesting to learn about Taylor Swift’s public relations and advertising skills and how to apply those strategies to the real world."
@umstcswiftclass Great first day of the #UMSTCSwiftClass! The students were definitely ready for it! @UMiami School of Communication ♬ original sound - UM STC Swift Class
Swift's communication skills are never out of "Style”
Beyond fan enthusiasm, the course offers students practical skills. Lancaster emphasized that the class is not just about studying Swift’s fame but also teaching real-world applications.
"By studying Taylor Swift’s career, students can learn how to communicate effectively, build their brand, and cultivate a loyal audience using the same strategies she has mastered," said Lancaster.
The course encourages critical thinking about fame, media representation, and the power of social influence in shaping public perception. This combination of fan culture with professional development makes the class uniquely applicable to various careers.
“The Best Day”: A unique classroom experience
“So far, this class has exceeded my expectations. The students are fantastic—engaged and interested," said Lancaster. "Discussions with nearly 200 students have been smooth and respectful. I wasn’t sure they’d enjoy my idea of ending each lecture with a surprise song, but it seems to have become everyone's favorite part.”
Secret songs allude to the acoustic set of the Eras Tour, where Swift plays at least two custom songs—sometimes four, if she incorporates a mashup—of each concert, personalizing every night of her show.
With its unique blend of popular culture and academic rigor, STC 290 has captured students' imagination and stands as a testament to the power of effective communication, just as Swift herself has demonstrated throughout her career.
Much like how this course has made a significant impact on campus, inspiring students to think creatively and strategically, Swift’s Eras Tour continues to captivate audiences nationwide, with her next stop hitting the Miami stage on Oct. 18.
