Swift to crank up star wattage at Singles' Day extravaganza

| 29 Oct 2019

Taylor Swift will headline Alibaba's Singles' Day next month in Shanghai, turning her considerable star wattage on the world's largest annual online shopping spree.

One of the biggest recording stars on the planet, Swift is the highest-profile act to feature at Alibaba's November 11 extravaganza since its inception over a decade ago.

She will join several other celebrities in Shanghai months after wrapping up a similar Prime Day celebration for Amazon.

Alibaba co-opted Singles' Day - an unofficial campus holiday for the unattached - and turned it into a national showcase for online bargains, netting more than US$30 billion (HK$234 billion) of sales over a 24-hour period last year.

Swift will be throwing her weight behind China's largest and perhaps best-known corporation at a time when Washington is trying to contain the nation's ascendancy.

The 29-year-old, whose album Lover sold better initially in China than in the United States, underscores Alibaba's effort to take its signature event global.

Two of Swift's previous albums, 1989 and Reputation, were both certified for over one million copies consumed in China.

This was despite controversy over the title of the former collection, which some considered a reference to the Tiananmen crackdown of the same year, a politically charged and heavily censored event.

Alibaba said Swift will feature in a televised and live-streamed concert in the run-up to the start of 24-hour promotions.

More than 200,000 brands will take part this year, offering a million new products.

More than 500 million people are expected to participate - about 100 million more than last year, according to Alibaba.

BLOOMBERG

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