Taylor Swift is about to launch her very own social network in the form of The Swift Life, a mobile app for Android and iOS devices developed by Glu Mobile. The platform is described as a "digital entertainment project" by the San Francisco, California-based software developer who said that The Swift Life will enter beta testing shortly, noting how its initial plan is to soft-launch the app in select territories before releasing it on a global level in late 2017. The Swift Life was designed as a traditional social media network with a focus on one of today's most popular musicians on the planet, allowing fans of Ms. Swift to not only communicate with one another like they normally would on platforms like Facebook and Twitter but also providing them with unique opportunities to interact with the pop icon and access exclusive content starring or made by the 27-year-old artist, in addition to being able to listen to her songs.
Glu Mobile has a vast experience with creating mobile games in collaboration with U.S. celebrities like Kim Kardashian, Britney Spears, Gordon Ramsey, Nicki Minaj, and Katy Perry, but with the exception of the former, most of its later endeavors proved to be unsuccessful. The Kim Kardashian-themed game subtitled Hollywood is on track to break $200 million in lifetime revenue, according to some industry trackers, and is the reason why the company continued licensing celebrity names in order to capitalize on their brands after 2014. Glu Mobile's deal with Ms. Swift actually dates back to early 2016 when the project was originally announced as a mobile game but has apparently evolved in the meantime as the company went through some significant changes, including replacing its former CEO Niccolo de Masi with Nick Earl.
The change in leadership is presumably what prompted the shift in nature of the Taylor Swift-themed mobile app developed by the company, though the claim that the upcoming service will be true to the pop icon's vision remained consistent for the last 20 months. No specific availability details on The Swift Life have yet been provided by Glu Mobile but more information on the matter should follow shortly, with the app being likely to soft-launch alongside Ms. Swift's sixth studio album "Reputation" which is scheduled for a release on November 10th.