The Swift Life was an social networking app by Taylor Swift.[1] Glu, best-known for creating celebrity-centric mobile games like Britney Spears: American Dream and Katy Perry Pop, partnered with Swift for the project. The app was released on December 15, 2017. On January 2, 2019, an announcement was made in the app by The Swift Life team that new downloads and in-app purchases had been disabled and the app would be discontinued entirely on February 1, 2019.
Background[]
Taylor announced The Swift Life in a brief video trailer, outlining the platform's interconnectivity. "I've got something pretty awesome that we've been working on for awhile that I wanted to share with you," she says in a selfie clip, before running through the app's basic functions: the potential to interact with Swift through her posts and accessing other exclusive "Taylor stuff" like "Taymojis" (her own brand of emoji stickers), tickets and photos. "I think you guys are really gonna like this," Swift says, before joking, "I mean, I hope. It would be … it would be preferable if you did."
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App functions[]
The "gem" currency, or more expensive currency, was in the form of guitar picks. Fans could use the guitar picks they gained to buy Taymoji packs and digital Meredith Grey and Olivia Benson cats that gave them Taymoji gifts every day.