A string of catchy hits have helped Taylor Swift secure her place as one pop's heavyweights, and a new study shows that the 'Shake It Off' singer is the most "marketable" artist in the industry.
The star took the top spot in Repucom’s Celebrity Davie Brown Index (DBI), part of a comprehensive study on live music which surveyed the views of 3,000 people aged 14 to 34 in the industry’s five biggest consuming markets; France, Germany, Japan, the UK and US.
Ranked across eight factors, including appeal, notice, influence and trust, Swift ranked the highest of any other artist when it came to marketability with a score of 88.5 and was found to be known by 96 per cent of Americans aged 13-34.
Justin Timberlake followed close behind with a score of 86.4, while Lady Gaga took third place.
The report also demonstrated how social media is changing the way millennialls are engaging with music. The most common way for young people to access information about gigs was through found to be Facebook at 43 per cent.
Take a look below to see the top five most marketable celebrities.
1. Taylor Swift - DBI Score: 88.5
With endorsement deals from the likes of Elizabeth Arden, Diet Coke and Sony Swift is a popular choice for marketers. She's big on social with over 66 million followers, and demonstrated her influence in 2015 by refusing Spotify permission to stream her album. 2. Justin Timberlake - DBI Score: 86.4
Between pop-up concerts for Target to managing his own fashion label William Rast, Timberlake is no stranger to sponsorship deals. He inked a two year contract with Mastercard in 2013 to promote the company's 'Priceless' campaign and came second on the list with a DBI Score of 86.4.
3. Lady Gaga - DBI Score 85.1
Gaga's corporate partnerships include deals with Doritos, Absolut and Virgin Mobile. Her fanbase, dubbed the 'Little Monsters', has spawned an official online community where she encourages them to "gather, create share and inspire". 4. Katy Perry - DBI Score: 85.1
Having recently fronted H&M's Christmas campaign, Perry has partnered with everyone from Citi to Covergirl. Her appeal earned her fourth place on the list with a score of 85.1.
5. Beyoncé - DBI Score: 84.6
Beyonce has signed string of deals with brands like L'Oreal and American Express. Her Pepsi parntership is reported to by worth $50m. In 2015 she became a co-owner of Jay-Z's music streaming service Tidal and scored 84.6 in the study.