“1989” not only refers to the year Swift was born, but it’s also the name of her fifth studio album, which was released in late 2014.
Swift is seeking exclusive naming rights, or “protection” as it’s referred to in the legal field, for these words in relation to their use with clothes, online retail, printed materials, websites, and concerts.
The trademarks have not yet been approved.
Previously when Swift attempted to trademark other phrases, like “cause we never go out of style,” she faced a wave of feedback on platforms such as Tumblr, and even had a member of Congress weighing in.
While it’s not unusual for musical artists to want to protect their brand, Swift apparently has a reputation for aggressive legal representation in doing so.
But as the Washington Post points out, “It’s not exclusive rights to that number, but exclusive rights for that number as it relates to her music,” trademark lawyer Josh Gerben tells the Post.
The number 1989, Swift is claiming, is part of her brand, the Post added. So, if the application for a trademark is approved, Swift would then have the capability of profiting from almost anything attached to 1989.