"Taylor Swift NOW" was Taylor's very own TV channel. It was the destination for fans to watch exclusive and never seen Taylor videos and was only available on AT&T. "Taylor Swift NOW"
showcased unique videos, concert performances, behind-the-scenes footage and more from Taylor's archives. This was AT&T’s first-ever specially curated video catalog.
"Taylor Swift NOW" launched in December 2016 and was organized in themed chapters and packed with special glimpses into Taylor’s life and work spanning her entire career. This included
original content with commentary from Taylor herself.
"Taylor Swift NOW" got updated regularly with new videos and chapters for special events.
"Taylor Swift NOW" was available exclusively to AT&T customers across all of its video platforms: DIRECTV, DIRECTV NOW and U-verse. This put "Taylor Swift NOW" in the hands of more than
25 million video customers (as of 3Q16). "Taylor Swift NOW" was also available through those platforms’ apps for streaming on-the-go.
"Taylor Swift NOW" was one of many components of AT&T’s exclusive multi-year, multi-faceted deal with Taylor.
THE MAKING OF A SONG
In "The Making of A Song", fans got an unprecedented glimpse into Taylor’s songwriting process as she shared personal videos of herself at the piano playing and creating the songs on "reputation”. “The Making of a Song” was a revolutionary new series shot by
Taylor herself. The first episode premiered on Taylor Swift
NOW on November 13, 2017.