‘We could learn from Taylor Swift’

REGULAR followers of pop culture will be aware that Taylor Swift, an American country-turned-pop singer, is making the headlines at the moment.

Her budding new romance with one of the American National Football League’s (NFL) top players, Travis Kelce, has a nation gripped. Many of us this side of the pond are equally hooked on the latest developments. Even if following the personal lives of the rich and famous is not your thing and you aren’t often heard humming Shake It Off as you mow the lawn or vacuum the living room carpet, I think you too can learn a thing or two from observing the amazing Ms Swift, so bear with me.

First of all, having already broken records this year with the highest grossing music tour, she is widely expected to break (or get very close to) a recently broken box office record at the cinema this weekend too. Her film, called Eras after her tour, debuts on Friday. Taylor Swift’s creation documents her current, immensely popular, tour that she took to various cities in the USA in 2023 and which she plans to bring to Europe next year and may well knock Barbie off the top spot when it opens.

Usually, films that hit the cinema are promoted by a studio. Taylor approached one initially but did not like the terms it planned to dictate so, very unusually and boldly, she went directly to film distributors and will benefit financially from this.

This is only the latest in a series of actions by the singer which have me in awe of her business acumen as well as her confidence.

She has not always been this popular and has suffered her fair share of criticism over the years. The big difference in her approach over others is that she has looked this criticism in the face and told it to get lost. Using it as fuel, she has realised that doing things because others tell you to do them or because that’s the way they have always been done, gets you nowhere.

Taylor continues to create music with her fans in mind. She famously treats and pays her staff very well and is very relaxed if you don’t like her music as she knows others love it.

In summary, this woman not only does exactly what she wants creatively, she is also suspected of single-handedly steering the United States out of the way of a recession this year as a result of all the cities whose economies were boosted by her tour. She’s also encouraged thousands of Americans to sign up to vote and is currently popularising American football globally with her fanbase; the NFL is delighted.

Good for her! But Hayley, why on earth, you may well ask – and if you have persevered this far all credit to you – are you telling me all of this?

Well, I think the way she works is a model that we could all follow and Guernsey should follow her lead.

Guernsey is not for everyone, just as Taylor doesn’t suit all tastes. Those who do love this island love it for much more than low tax rates. We love it for its natural beauty, friendly residents, beautiful beaches, fantastic restaurants, unique architecture and culture, art, thriving charitable sector, creativity and our pace of life. Living on this island is a unique experience not open to everyone. It can bring peace of mind, a strong sense of community and calm, not to mention cleaner air, empty open spaces and a healthy distance from the UK.

Just as Guernsey should not try to appeal to those who love the hustle and bustle of city life, love driving on motorways or spend their weekends spotting trains, Taylor does not try to appeal to those who don’t like what she stands for. She is unapologetically herself and Guernsey would do well to follow suit.

As the tax debate looms, the same very logical questions are posed repeatedly. Why can’t we just add another tax rate above the 20% rate? Why can’t we increase the caps on tax and social security for higher earners? Why can’t we consider a capital gains tax? All very reasonable suggestions and ones that are proven to work elsewhere.

We are told with a shake of the head over and over again that this won’t work. We’re told that companies and multi-millionaires will leave in their droves, helicopters clogging the skyline as they hop off the rock as quickly as they can. That our financial industry will be decimated and without it we will not survive.

Is that really true though and does it matter?

There is always another way. It is widely accepted that house prices are too high for this population and that things need to change on this island if it is going to make it through the next few decades. Yet we fear and resist change to such a degree that we can never hope to find out what will happen if we try something completely different. What if the alternative is better?

When told she could not buy the rights to all her old music in 2019, Taylor Swift decided to start all over again and re-record it all, labelling her ‘new’ albums ‘Taylor’s Version’. Her fans supported her all the way. Her old record company was dumbfounded.

If we raise income taxes for higher earners and thousands of people decide to pack up and leave, let them. Thousands more will see the natural and other advantages of the island and come here instead. If we carry on as we are, we are heading for disaster. If we change things, there will be disruption whichever path we choose. Choosing not to (potentially) upset some people while upsetting our loyal fans (that’s those of us who love it here) by making their lives much harder, is a terrible strategy. Lose the faith of the core fans and the problems are likely to be much worse.

Taylor Swift’s loyal fans are known as ‘Swifties’ and they have a proven ability to prop up western economies and change the fate of people and organisations in a very short amount of time, such is the power of their number and their commitment to their cause.

I suggest Guernsey’s fans should be called ‘Guernsies’, an affectionate nod to our trusty jumpers and a recognition that you don’t have to have been a fan since the first album (we were not all born here) to be a true fan. Guernsies have talents. They have businesses and ideas and energy they can use to push their island forward with or without political support. Guernsies will still be here long after the lights have gone out, rewiring the system and bringing it back to life.

Guernsies are currently wowing international audiences with a stunning Renoir exhibition staffed mainly by volunteers and with many repeat visitors. Hotels have risen to the occasion, putting together bespoke packages for those visiting. This is the kind of organic, particular to Guernsey creativity that will attract people and money to the island. It’s a lot of work but hugely rewarding. We saw the impact of the Island Games too. Local creative thinking and bold business ventures can and do work.

When Guernsey is herself, people love her and support her in her efforts.

Let’s stop trying to be all things to all people and start playing to our loyal audience of fans and working on growing that fanbase. Guernsey is for Guernsies. Anyone can become one, the only criteria is a love for who the island really is and what she can be and a commitment to support her on the journey – and yes that probably includes higher income tax for some.

We might be pleasantly surprised by just how many of those we think are not loyal fans are secret Guernsies when the time comes.