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Why Yahoo! Tapped Taylor Swift For Its Foray Into Online Video

TheStreet

Yahoo! has been tiptoeing into original Web content creation but made a bang Monday evening with its live stream event featuring Taylor Swift. To compete with Netflix, Amazon and Hulu, Yahoo! has adopted traditional broadcaster’s strategic game plan focusing on the spectacle of the live event, while still appealing to the cord-cutters' mentality. The internet company plans to capture the attention of music fans, demonstrated in its recent deal with concert organizer Live Nation, a partnership promising to premiere a new, live concert from performers like Swift each day for a year. Keris Lahiff reports from Wall Street.