By Todd Spangler for Variety
Mega pop-star Taylor Swift is about to release her own app — "The Swift Life" — which promises exclusive content and social-media features to her legions of followers.
Swift is working with mobile-games developer Glu Mobile on the app. "The Swift Life" will be released as a beta “in limited territories” soon, launching globally sometime before the end
of 2017 for iOS and Android devices.
Essentially, it’s like a version of Instagram or Snapchat devoted entirely to all things Taylor. "The Swift Life" will provide a “community-based” experience for the multi-Grammy Award winner’s
fans to connect with each other and Swift herself. The app will feature pictures, shared music streaming, and chat messaging with “Taymojis,” stickers and other content.
“I think you guys are really going to like this,” Swift says in the video announcing the app. “I mean, I hope. It would be… preferable if you did,” she adds in mock self-effacement.
Glu Mobile has previously released popular games with other celebs, including Kim Kardashian, Katy Perry and TV chef Gordon Ramsay. Glu’s project with Swift was originally described as
a game — and it’s significantly behind schedule, as the concept evidently pivoted. The singer’s deal with the company was first announced in early 2016, and Glu said at the time that it
expected the mobile app to be released at the end of last year.
“We’ve worked closely with Taylor and her team to bring her creative vision to life,” Glu Mobile president and CEO Nick Earl said in a statement. “The result is a deeply social environment where
Taylor and her fans are able to better connect with one another while expressing themselves in an interactive community. We look forward to its worldwide launch later this year.”