How Amazon Prime Is Turning Customers Into Fans

The all-woman lineup of Taylor Swift, Dua Lipa, SZA and Becky G made all the difference

- Nirmika Singh

ABOUT 10 MINUTES into her set, soon after ending “Blank Space” to applause that just won’t stop, Taylor Swift had a rather triumphant moment with her audience at the Amazon Prime Day Concert in New York recently. This relatively intimate show of around 2,000 people at Hammerstein Ballroom was a rare gig for Swift to play —bear in mind her 2018 Reputation Tour was a gargantuan stadium-only series—and it was probably that closeness between the artist and the audience that lent it an unmistakable special vibe.

“It’s an absolute honor to be on the stage that was just performed on by the absolute bosses, who performed just before I got on here,” declared Swift as she strutted down the stage. Her performance was preceded by three cracking sets by Dua Lipa, Becky G and SZA.

SWIFT PROMOTES NEW ALBUM

This was Swift’s first public appearance and gig after her Tumblr tirade just a few days ago against music executive Scooter Braun and his acquisition of Big Machine Label Group, which owns the masters of her first six albums. In her lengthy post, Swift had accused Big Machine owner Scott Borchetta of betraying her by not offering her a fair chance to buy back her masters, which she she claims she had been attempting to do for years.

At the Prime Day Concert, Swift chose not to fan any more flames. However, her fans claim that while performing the sprightly “Shake It Off,” she made her point by emphasizing a particular line from the lyrics: “Just think / while you’ve been getting down about the liars and the dirty dirty cheats of the world / you could have been getting down / to this sick beat.”