WIPO中国丨泰勒·斯威夫特的商标战略-艺术家知识产权保护的典范
2025年12月05日来源：WIPO中国
“WIPO China: Taylor Swift trademark strategy-a model for artist IP protection
本文于2025年9月1日首发于《WIPO 杂志》。作者为莱蒂西娅·卡米内罗, 知识产权律师、"Intangiblia"播客主持人。
The article was originally published in the WIPO Magazine on September 1, 2025. The Author is Leticia Caminero, intellectual property lawyer and host of the Intangiblia podcast.
图 | Photo: Alamy Stock
随着泰勒·斯威夫特宣布其新专辑《The Life of a Showgirl》,幕后所涉及的一切均展示了她将创意愿景与战略性知识产权管理无缝融合的能力。以下是对她品牌宇宙的全面解析。
As Taylor Swift announces her new album, The Life of a Showgirl, all that goes into it behind the scenes showcases her ability to blend creative vision with strategic IP management seamlessly. This is the complete breakdown of her branded universe.
泰勒·斯威夫特拥有多少商标？
How many trademarks does Taylor Swift have?
泰勒·斯威夫特通过自己的公司TAS Rights Management仅在美国就提交了超过300件商标申请。在国际上,截至撰稿时,产权组织全球品牌数据库显示了至少16个司法管辖区的438个条目。这些商标涵盖从她的名字和标志性短语到歌曲名称、巡演名称以及甚至她三只猫咪的名字等方方面面。但这不仅仅是拥有吸睛字眼。这是保护斯威夫特的身份,强化其品牌,并使之能够掌控品牌在商品、数字空间和现场体验中如何呈现的战略。
Taylor Swift has filed over 300 trademark applications in the US alone through her company, TAS Rights Management, LLC. Internationally, WIPO's Global Brand Database shows 438 listings across at least 16 jurisdictions at the time of writing. These trademarks span everything from her name and signature phrases to song titles, tour names, and even the names of her three cats. But this isn't just about owning catchy words. It's a strategy that protects her identity, reinforces her brand, and allows her to control how that brand appears in merchandise, digital spaces, and live experiences.
每个商标都是一个更庞大品牌交响曲中的工具。无论是热门单曲中的一句歌词,还是粉丝们喜爱的表述,这些商标均有助于确保与泰勒相关的任何事物都来自泰勒。
Each trademark is a tool in a larger branding symphony. Whether it's a line from a hit single or a reference beloved by fans, these marks help ensure that anything associated with Taylor comes from Taylor.
泰勒·斯威夫特商标清单——泰勒·斯威夫特注册了哪些商标？
Taylor Swift trademark list – What has Taylor Swift trademarked?
她的艺名
Her stage name
泰勒·斯威夫特的商标涵盖了广泛的创意和商业元素。最核心的是她的艺名“泰勒·斯威夫特”,已在全球注册商标,因此她可以说“这个名字是我的”：在舞台上、在商店、线上以及她品牌出现的每个地方,完全受到法律保护。
Taylor Swift's trademarks cover a wide range of creative and commercial elements. At the center is her stage name, "Taylor Swift", trademarked around the world so she can say, with full legal protection "This name is mine": on stage, in stores, online, and everywhere her brand appears.
专辑的名称——包括《The Life of a Showgirl》
The names of her albums – including The Life of a Showgirl
她注册了多张专辑的名称,包括《Reputation》《Lover》《Evermore》《Midnights》《1989》和《Fearless (Taylor’s Version)》。最近,她将《The Life of a Showgirl》及其缩写TLOAS添加到清单中,商标申请涵盖了从音乐录音到全系列周边商品的方方面面。这些商标有助于保护每张专辑背后的外观、风格和故事。
She registered several of her album titles, including Reputation, Lover, Evermore, Midnights, 1989, and Fearless (Taylor's Version). Most recently, she's added The Life of a Showgirl and its acronym TLOAS to the list, with trademark applications covering everything from music recordings to the full range of merchandise. These trademarks help protect the look, feel, and story behind each album.
专辑发布本身就是战略性的故事讲述。不是通过典型的新闻稿,而是以一个薄荷绿的公文箱,在“New Heights”播客中揭晓。该播客由她的男朋友特拉维斯·凯尔斯主持。这是一个与专辑本身同样具有战略性和戏剧性的市场营销举动。
The album announcement was strategic storytelling in itself. Not with a typical press release, but through a mint-green briefcase reveal on the New Heights podcast, hosted by her boyfriend Travis Kelce. It was a marketing move as strategic and theatrical as the album itself.
歌词中的单个短语
Individual phrases in her lyrics
她一些最具代表性的歌词和短语也已注册商标,例如“Welcome to New York, it’s been waiting for you”（欢迎来到纽约,它一直在等你）、“This sick beat”（这带感的节奏）、“Nice to meet you, where you been?”（很高兴见到你,你去哪儿了？）、以及“The old Taylor can’t come to the phone right now”（以前的泰勒现在没法接电话）。这些如今不仅仅是歌词,更是她身份和事业的一部分。
Some of her most iconic lyrics and phrases have also been trademarked – like "Welcome to New York, it's been waiting for you," "This sick beat," "Nice to meet you, where you been?" and "The old Taylor can't come to the phone right now." They're more than lyrics now; they're part of her identity and her business.
她巡演的名称
Her tour names
巡演名称,如The Eras Tour、1989 World Tour 和Fearless Tour也都受到保护。这使她能够完全掌控这些体验如何得到呈现与售卖。
Tour names such as The Eras Tour, 1989 World Tour, and Fearless Tour are protected too. This gives her full control over how those experiences are presented and sold.
她的粉丝群：Swifties
Her fanbase: the Swifties
她尝试为自己的粉丝群“Swifties”注册商标。其中一些申请在特定司法管辖区遇到挑战,但这仍显示出她对保护自己与粉丝之间的联系有多重视。
She's tried to trademark the name of her fanbase, Swifties. Some of those filings have faced challenges in certain jurisdictions, but it still shows how serious she is about protecting her connection with her fans.
周边商品
Merchandise
随着品牌的发展,泰勒也进军了化妆品、饮具和移动应用等新领域。其中一个实例是Taymoji,一款基于她的个性和风格的数字贴纸应用。这些举动有助于使她的品牌影响力远超音乐本身,商业影响十分可观：《时代》杂志报道,在66场Eras Tour巡演后,泰勒·斯威夫特周边商品的销售额达到4.408亿美元,平均每名粉丝花费40美元。
As her brand has grown, Taylor has also moved into new areas like cosmetics, drinkware, and mobile apps. One example is Taymoji, a digital sticker app based on her personality and style. These moves help her brand to reach far beyond music, and the commercial impact is substantial: following the 66-show run of The Eras Tour, Taylor Swift merchandising sales reached USD 440.8 million, with fans spending an average of USD 40 each, according to Time Magazine.
她猫咪的名字
Her cats' names
甚至她的猫咪也是品牌的一部分。“Meredith, Olivia & Benjamin Swift”这个名字已被注册为官方周边商品的商标,把她的宠物变成了有法律保护的粉丝最爱。
Even her cats are part of the brand. The name "Meredith, Olivia & Benjamin Swift" has been trademarked for official merchandise, turning her pets into fan favorites with legal backing.
总体而言,专辑、歌词、猫咪、短语和应用程序都融入了更大的战略中。每个商标均反映了她为保护品牌核心而做出的深思熟虑的选择。由于每件产品和信息都经过精心策划,因此体验保持了毫不含糊的真实泰勒·斯威夫特。
Altogether, albums, lyrics, cats, phrases, and apps fit into a larger strategy. Each trademark reflects a deliberate choice to safeguard what matters most to her brand. Because every product and message are carefully curated, the experience remains unmistakable, and authentically, Taylor Swift.
图 | Photo: WIPO
产权组织全球品牌数据库显示,斯威夫特在全球16个司法管辖区注册了超过400个商标。
WIPO's Global Brand Database shows Swift has over 400 trademarks registered across 16 jurisdictions worldwide.
当然,维护所有这些商标需要资源。一些申请如未使用则会撤销,而另一些,如“Swifties”,并非在每个地方都得到接受。每个国家的法律有差异,因此她的法律团队必须密切关注截止日期、文书工作以及未经授权的使用。这虽不够光鲜,但对于确保她的名字、风格和故事在自己的掌控之下至关重要。
Of course, maintaining all these trademarks requires resources. Some filings have been dropped if not used, and others, like Swifties, haven't been accepted everywhere. Laws differ in every country, so her legal team must stay on top of deadlines, paperwork, and unauthorized use. It's not glamorous, but it's essential to ensure her name, style, and story stay in her control.
Evermore诉泰勒·斯威夫特案
Evermore v. Taylor Swift lawsuit
全面的战略仍可能面临外部挑战。2021年,继发行专辑《Evermore》之后,泰勒·斯威夫特遇到了一场商标争议。
A comprehensive strategy can still encounter external challenges. In 2021, following the release of her album Evermore, Taylor Swift faced a trademark dispute.
犹他州的梦幻主题景点Evermore Park声称她的专辑名称与之过于接近,并指控她对公众造成了混淆。斯威夫特的法律团队迅速回应,提起反诉,指出该乐园在表演中未经许可使用她的音乐。
Evermore Park, a fantasy-themed attraction in Utah, claimed her album title was too close to theirs and accused her of creating confusion among the public. Swift's legal team quickly responded with a countersuit, pointing to the park's unlicensed use of her music in performances.
双方最终都放弃了各自的指控,选择低调解决,而非旷日持久的诉讼。
Both parties eventually dropped their respective claims, opting for a quiet resolution rather than prolonged litigation.
此案表明,即便是像斯威夫特这样精心打造的品牌也可能面临法律挑战,但她团队审慎、迅速且坚定的回应,展现了商标争议能够如何得到有效解决。
The case demonstrated that even a brand as carefully composed as Swift's can face legal challenges, but her team's measured, fast, and firm response showed how trademark disputes can be resolved efficiently.
凭借“Taylor's Version”（泰勒版）夺回所有权
Reclaiming ownership with "Taylor's Version"
商标赋予斯威夫特比保护更具价值的：筹码。当她开始重新录制早期的专辑时,每次重新发行都伴随新商标申请的提交,区分新版本与前唱片公司控制的原版。通过将《Fearless (Taylor's Version)》《Red (Taylor's Version)》和《Taylor Swift (Taylor's Version)》等名称注册为商标,她在法律和情感上为自己的作品划定了界限。
Trademarks give Swift something more valuable still than protection: leverage. As she began re-recording her earlier albums, each re-release was accompanied by fresh trademark filings that distinguish the new versions from the originals once controlled by her former label. By trademarking titles like Fearless (Taylor's Version), Red (Taylor's Version), and Taylor Swift "Taylor's Version", she draws a legal and emotional boundary around her own work.
这项战略是对艺术家权利的革命性方式。使她能够重新掌控叙事、音乐和市场。粉丝们清楚地知道哪个版本支持这位艺术家,而她的法律框架也确保零售商、平台和广告商同样清楚。商标法的使用不仅成为了商业举动；还是一个公众赋能的工具,并向行业以及每一位有抱负的艺术家传递信息：掌控自己的名字和作品不再只是愿望,而是可以通过战略性的法律规划实现。
This strategy represents a revolutionary approach to artist rights. It allows her to reclaim the narrative, the music, and the market. Fans know exactly which version supports the artist, and her legal framework ensures that retailers, platforms, and advertisers do too. The use of trademark law here becomes more than a business move; it's a tool of public empowerment and signals to the industry – and to every aspiring artist – that control over one's name and work isn't just aspirational, it's achievable through strategic legal planning.
泰勒·斯威夫特收回母带
Taylor Swift reclaims her masters
2025年5月,泰勒·斯威夫特正式从Shamrock Capital购回了她前六张专辑的母带录音,重新获得开启她职业生涯的音乐的全部所有权。这笔交易包括从专辑曲目到音乐视频以及未发行作品的所有内容。斯威夫特宣布了这一消息,并对粉丝们一直以来的支持表示感谢。
In May 2025, Taylor Swift officially bought back the master recordings of her first six albums from Shamrock Capital, reclaiming full ownership of the music that launched her career. The deal includes everything from album tracks to music videos and unreleased material. Swift announced the news, expressing gratitude to her fans for their support throughout her journey.
这标志着自2019年起、持续数年的进程结束,当时Scooter Braun通过收购Big Machine Records获得了她的母带。在这些权利被出售给Shamrock后,斯威夫特最初推出了"Taylor's Version"版本的重新录制活动,以重新获得创作和商业控制。
This marks the end of a years-long process that began in 2019, when Scooter Braun acquired her masters through the purchase of Big Machine Records. After those rights were sold to Shamrock, Swift initially launched her re-recording campaign with "Taylor's Version" editions to regain creative and commercial control.
不过,随着这一最新里程碑的达成,斯威夫特表示,未来的重新录制作品,如《Reputation (Taylor's Version)》,可能会作为庆祝性质的作品发布,而非必需品,反映了她全新的自主权。
With this latest milestone, though, Swift has indicated that future re-recordings, such as Reputation (Taylor's Version), may be released as celebratory endeavors rather than necessities, reflecting her newfound autonomy.
图 | Photo: Getty Images
泰勒对音乐艺术家品牌战略的影响
Taylor's impact on music artist brand strategy
她的成功不仅突显了艺术家权利的重要性,还激发了音乐行业关于知识产权的讨论。斯威夫特在这一领域的影响不仅仅是启发,她从根本上改变了艺术家对待所有权、品牌和传承的方式,碧昂丝、比莉·艾利什和蕾哈娜等音乐同行都将自己的品牌作为全面、多维度的资产经营。
Her success not only underscores the importance of artists' rights but has fueled the discussion about intellectual property in the music industry. She has fundamentally changed how artists approach ownership, branding, and legacy, with fellow musicians like Beyoncé, Billie Eilish, and Rihanna handling their brands as comprehensive, multi-dimensional assets.
这种转变已扩展到整个行业：经纪人、唱片公司和法律团队如今都将知识产权视为优先重点,将音乐商标视为长期成功的基础,而非事后考虑的事项。
The shift is industry-wide: managers, labels, and legal teams are now prioritizing intellectual property (IP), treating music trademarks not as an afterthought but as a foundation for long-term success.
泰勒·斯威夫特商标的全球保护
Global protection of Taylor Swift's trademarks
泰勒·斯威夫特的品牌是全球性的,商标战略也同样如此。为了简化在多个国家获得权利的程序,她依靠产权组织的马德里体系。这一国际商标保护框架使她的法律团队能够将美国注册的商标拓展到澳大利亚、加拿大、中国、欧盟和日本等关键市场。
Taylor Swift's brand is global, and so is her trademark strategy. To streamline the process of securing rights in multiple countries, she relies on WIPO's Madrid System. This international trademark protection framework allows her legal team to extend a US-based trademark into key markets such as Australia, Canada, China, the European Union, and Japan.
通过这种方式,商标已扩展至涵盖专辑名称,如《Lover》《Evermore》和《Midnights》,以及由粉丝驱动和与重新录制相关的商标,如"The Eras Tour"和《Red (Taylor's Version)》。
In this way, trademarks have been extended to cover album titles like Lover, Evermore, and Midnights, as well as fan-driven and re-recording-related trademarks, The Eras Tour, and Red (Taylor's Version).
她的商标还涵盖了广泛的商品和服务,包括服装、音乐录音、印刷材料、数字内容,甚至家居用品。这是种明智且经济高效的方式,确保全球商标保护的一致性,尤其是在专辑发布和国际巡演期间。
Her marks also span a wide range of goods and services, including clothing, music recordings, printed materials, digital content, and even household items. It's a smart, cost-effective approach that ensures consistent global trademark protection, particularly around album launches and international tours.
战略性商标注册的价值
The value of strategic trademarking
泰勒·斯威夫特的商标战略展示了法律远见和品牌愿景可如何协调统一,成就远超商业保护的价值。从她最早的歌词到最新的商业投资,每个商标都是精心策划的策略中的音符,守护她的传奇,放大她的信息,并维系她与全球数百万粉丝的联系。
Taylor Swift's trademark strategy illustrates how legal foresight and brand vision can harmonize into something far greater than commercial protection. From her earliest lyrics to her newest business ventures, each trademark is a note in a carefully orchestrated approach that secures her legacy, amplifies her message, and maintains her connection to millions of fans worldwide.
斯威夫特的独特之处在于其商标的数量及背后的意图。她有意打造商标,将每个时代、歌词和重塑都嵌入一个可以让她不断发展,却又不失掌控的框架中。对粉丝而言,这意味着冠以她名字的每个产品、平台和体验均正宗、经过授权并根植于她的声音。对其他艺术家而言,她证明了创作与战略能够共存,保护身份并非可有可无,而是至关重要。
What sets Swift apart is the volume of her trademarks and the purpose behind them. She trademarks with intention, anchoring every era, lyric, and reinvention in a framework that lets her evolve without losing control. For fans, this means every product, platform, and experience bearing her name is authentic, authorized, and rooted in her voice. For other artists, she demonstrates that creativity and strategy can coexist and that protecting your identity isn't optional, it's essential.
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