Nova lands Taylor Swift for exclusive Red Room

Nova Entertainment has ambitions to redefine its listener experience, having secured global pop star Taylor Swift for its biggest Nova Red Room ever.

Taking place on Hamilton Island during the chart-topper’s 1989 world tour of Australia, just 42 competition winners will take part.

However the biggest value for the event is for its brand partners Qantas, Hamilton Island and Frontier Touring. Leading up to the Red Room and during, the three companies can tap into Swift’s large social media following as they push content and give away tickets. The seven-time Grammy winnerset a new record for the most Instagram followers in August with 45.5 million, she was voted one of the most powerful woman on Twitter with 64.4 million followers, and on Facebook she has 73 million ‘likes’.

Claire Marshall, NOVA Entertainment’s Music Marketing Director told TMN the performance was discussed with Frontier, Swift’s national tour promoter, earlier this year.

“The idea of securing Taylor Swift for a smaller performance for her Australian fans when she was in market was a big idea that was discussed with Frontier Touring at the beginning of the year,” Marshall told TMN. “We worked collaboratively on coming up with a concept that would be engaging and memorable for the 42 winners and everyone involved.”

Since launching nearly three years ago, Nova Red Room has hosted over 90 events featuring international and local artists, including performances from Madonna, Jason Derulo, and Bruno Mars, and taken the staging global. Nova’s first Red Room Global Tour in 2014 saw Usher, Justice Crew, G.R.L and Bonnie Anderson travel to Las Vegas, New York and Sydney; its second in July this year saw competition winners travel to Dubai, London and Sydney to catch Ed Sheeran, Craig David, Rudimental, Jamie Lawson and Aston Merrygold.

“The Nova’s Red Room music platform is about creating amazing experiences for Nova listeners, artist’s fans and we hope, artists themselves,” Marshall told TMN. “We’re very appreciative when artists give up their time to engage with their fans in a different way through the Nova’s Red Room brand – and Taylor Swift is as important as the ones that have gone before her, and the ones that will follow.”

Nova listeners can enter to win tickets to catch Taylor Swift on Hamilton Island through the Nova Network and its partner channels from November 2.