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Taylor Swift Wins ‘Most Marketable’ in New Study, Followed By Justin Timberlake

Taylor Swift has been ID'd in a new study on live music partnerships as the most marketable musician among young Americans.

Taylor Swift has been singled out in a new study on live music partnerships as the most marketable musician among young Americans. According to London-based sports and media research outfit Repucom, millennials (and younger) like and trust the “Blank Space” singer more than any other artist out there, making her especially attractive to brands and marketers.

Repucom scores celebrities on something called the Davie Brown Index, or DBI, which measured consumer views on 8,000 celebrities around the world. Swift, who in recent years has worked with Cover Girl, Sony and Coke, among other brands, got a DBI of 88.5.


Right behind Swift is the only male artist in the top five, Justin Timberlake with a score of 86.4. He is followed by Lady Gaga (85.1), Katy Perry (85.1) and Beyonce (84.6). The rest of the top ten includes Snoop Dogg (82.9), Nick Jonas (82.1), Britney Spears (81.8), Nicki Minaj (81.8) and Bruno Mars (81.6).

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Repucom says it polled 3,000 people aged 14-34 in the United States, France, Germany, Japan and United Kingdom. The study also found that globally, pop music remains the most popular genre with 55 percent of those surveyed saying it was their favorite, ahead of rock (49 percent) and hip-hop (33 percent).

The findings also examined the influence of social media in how young people are engaging with music. Repucom’s global head of research Mike Wragg explains in the report that “of the top 15 most popular purchases amongst live music fans in the next 12 months, smartphones come out top with over half (54 percent) of all those surveyed saying that this is what they are most interested in.”

He adds, “This shows us the continued appetite among those under 34 year olds to renew and upgrade their smartphones — and that also means the technology they are using and apps they are and will be engaging with. Stars like Taylor Swift and Katy Perry have just under 300 million followers across their Twitter and Facebook profiles combined and offer a glimpse into just how important being able to understand that engagement is.”