How much Taylor is too much? - Mothership's over-coverage of Taylor Swift

 

  Taylor Swift is one of, if not the most popular artist in the world right now. The American singer has a net worth of $1.1 billion and has made numerous hits throughout the years and has garnered herself a large, almost cult-like, following that is felt worldwide.

  Swift is currently embarking on 'The Eras Tour', which is a tour centered around all her past music with different parts of her careers being played at specific parts of her shows. The tour has since become the highest grossing tour of all-time, surpassing Sir Elton John's 'Farewell Yellow Brick Road' tour and became the first tour to surpass a gross of a billion dollars.

  One of her stops for The Eras Tour, and the only one in Southeast Asia, is in Singapore. Swift would perform for six days in March 2024, and this is where Mothership comes in.

  Mothership is a news outlet in Singapore that is mostly run by youths. They are heavily known for being quick with their news, posting and publishing articles on current affairs sometimes quicker than renowned newspaper The Straits Times. Though, they landed themselves into hot water and had their press accreditation suspended in 2022.

  As the news outlet is run by youths, it is no surprise that they would of course cover Taylor's Singapore shows. However, there may be questions as to whether or not they're overdoing the coverage of Swift's nights in the little red dot.

  Their first bit of news came from the moment the popstar landed in Singapore and of course, you can't blame them. Taylor Swift stepping foot onto the tiny capital of Singapore is a big deal. However, the real oversaturation of this event came from the nights themselves.

  During and after Taylor's first three nights, Mothership posted 32 pieces of news covering the performances. And some of it may not even be considered pieces of news. There are some exceptions, with heartwarming moments such as couples proposing during the concert and a ill girl making her dreams a reality and going to see her idol live.

  However, those that are on the border of being considered news are videos of fans queueing up outside the concert, celebrities attending the shows, as well as "Male toilets converted to female toilets" for her concerts and more recently, a video of their non-swifties attempting to sing a song of Swift's.

  Though the coverage of this tour may be appealing to Swifties who fawn over Taylor, the general viewer who aren't fans of her may grow tired of Mothership's ubiquitous coverage which may lead them to lose quite a number of their audience with a number of angry netizens in the comments section already worn out by the Swiftie mania in the Lion City. 

  Mothership seemed to acknowledge this, with them commenting on their latest video, non-swifties attempting to sing a song from Miss Americana, saying "this is for the ones who told us to stop posting taylorswift content". 

  Though Mothership aren't necessarily in the wrong for covering this big event in Singapore, it may put a more unserious look on their brand as during this tour, as their news account is being treated more of a fan-page. All of which may find it hard for them to truly establish themselves as a big player in the Singapore media game along well-established outlets such as Straits Times, Today or AsiaOne.

  This also goes without mentioning their alternate account, Mothership Nova, which is the perfect place for most of their news of the Eras Tour to be instead of on the main Mothership account as the nova account is more centered to "Lifestyle & Entertainment".

  All in all, Mothership's relentless coverage of Taylor Swift's stop at Singapore may drive most general viewers away from their site. Although it is also important to note that viewers could just ignore the news, even that may seem impossible as that is how much of Swift the Singaporean news outlet are feeding into everyone.