Throughout more than 15 years of career, the artist Taylor Swift has become one of the biggest names in the music industry, and the word “marketing” is constantly associated with her. Therefore, the main goal of this essay is to analyze the career of the singer-songwriter from the perspective of marketing and branding, identifying the main strategies that helped her in the journey of building a successful career. The essay begins with bibliographical research, in order to collect data from documents already published on the subject, and afterwards, documental research was done using various sources such as news, websites, blogs, interviews, with both researches contributing to develop the case study. The results obtained show that the use of strategies such as personal branding helped to consolidate the Taylor Swift brand; content marketing provided the creation of relevant content capable of catching the public eye; storytelling was responsible for bringing the artist closer to her fan base, creating a loyal and honest relationship with them; crossmedia was important so that the dissemination of information was done efficiently; and co-branding, through partnerships with other artists and also through advertising, was able to help the singer-songwriter to gain more visibility and market penetration. These and many other strategies have influenced the making of a successful music career and have consolidated Taylor Swift as one of the most important artists in the history of music.