Taylor Swift wins 'Most Marketable' in new study, followed by Justin Timberlake

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Taylor Swift's Best Kept Secrets

Taylor Swift has been singled out in a new study on live music partnerships as the most marketable musician among young Americans. According to London-based sports and media research outfit Repucom, millennials (and younger) like and trust the "Blank Space" singer more than any other artist out there, making her especially attractive to brands and marketers.

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Taylor Swift through the years
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Taylor Swift wins 'Most Marketable' in new study, followed by Justin Timberlake
LOS ANGELES, CA - FEBRUARY 15: Recording artist Taylor Swift attends The 58th GRAMMY Awards at Staples Center on February 15, 2016 in Los Angeles, California. (Photo by Steve Granitz/WireImage)
Taylor Swift arrives at the iHeartRadio Music Awards at The Shrine Auditorium on Sunday, March 29, 2015, in Los Angeles. (Photo by John Salangsang/Invision/AP)
FILE - In this Dec. 31, 2014 file photo, Taylor Swift performs in Times Square during New Year's Eve celebrations in New York. Swift, along with Amanda Lambert, Kenny Chesney, George Strait, Garth Brooks, Reba McEntire and Brooks & Dunn will receive a special honor at the Academy of Country Music's 50th awards show on April 19. (Photo by Charles Sykes/Invision/AP, File)
FILE - In this Sept. 19, 2014 file photo, Taylor Swift arrives at the iHeart Radio Music Festival in Las Vegas. NBC said Friday, Oct. 3, that the singer is serving as a mentor to competitors later this month on "The Voice." Sheâll make her first appearance on Oct. 27 (Photo by Andrew Estey/Invision/AP, File)
SYDNEY, AUSTRALIA - NOVEMBER 28: Taylor Swift performs during her '1989' World Tour at ANZ Stadium on November 28, 2015 in Sydney, Australia. (Photo by Don Arnold/WireImage)
Taylor Swift poses backstage with the awards for favorite album - country for "Red", favorite female artist - pop/rock, favorite female artist - country, and artist of the year at the American Music Awards at the Nokia Theatre L.A. Live on Sunday, Nov. 24, 2013, in Los Angeles. (Photo by Jordan Strauss/Invision/AP)
Singer Taylor Swift performs at Z100's Jingle Ball 2012 presented by Aeropostale at Madison Square Garden on Friday Dec. 7, 2012 in New York. (Photo by Evan Agostini/Invision/AP)
FILE - This April 1, 2012 file photo shows country singer Taylor Swift at the 47th Annual Academy of Country Music Awards in Las Vegas. Swift's "The Hunger Games" soundtrack entry "Safe & Sound" with The Civil Wars _ a duo happily adopted by Swift's fan base _ also is nominated for video of the year for the 2012 CMT Awards, which kicks off at 8 p.m. EDT Wednesday, June 6, from Nashville's Bridgestone Arena.. (AP Photo/Isaac Brekken)
Taylor Swift arrives at the 54th annual Grammy Awards on Sunday, Feb. 12, 2012 in Los Angeles. (AP Photo/Chris Pizzello)
Taylor Swift arrives at the 39th Annual American Music Awards on Sunday, Nov. 20, 2011 in Los Angeles. (AP Photo/Chris Pizzello)
Taylor Swift arrives at the 38th Annual American Music Awards on Sunday, Nov. 21, 2010 in Los Angeles. (AP Photo/Chris Pizzello)
Singer Taylor Swift performs her song "Story of Us", as she kicks off her Speak Now North American tour, Friday, May 27, 2011, in Omaha, Neb. (AP Photo/Nati Harnik)
Taylor Swift at the Curb Event Center at Belmont University in Nashville, Tennessee (Photo by John Shearer/WireImage)
NASHVILLE, TN - NOVEMBER 06: Singer Taylor Swift attends the 40th Annual CMA Awards at the Gaylord Entertainment Center November 6, 2006 in Nashville, Tennessee. (Photo by Scott Gries/Getty Images)
NASHVILLE, TN - APRIL 16: Singer Taylor Swift accepts the award for 'Breakthrough Video of the Year' for the song 'Tim McGraw' onstage at the 2007 CMT Music Awards at the Curb Event Center at Belmont University April 16, 2007 in Nashville, Tennessee. (Photo by Peter Kramer/Getty Images)
Taylor Swift sings "Picture To Burn" during the CMT Music Awards Monday, April 14, 2008, in Nashville, Tenn. (AP Photo/Jeff Christensen)
Taylor Swift arrives at "The Grammy Nominations Concert Live" in Los Angeles on Wednesday Dec. 3, 2008. (AP Photo/Matt Sayles)
Taylor Swift poses with the award for album of the year and the Crystal Milestone award backstage at the 44th Annual Academy of Country Music Awards in Las Vegas on Sunday, April 5, 2009. (AP Photo/Jae C. Hong)
Musician Taylor Swift arrives at the annual Pre-GRAMMY Gala presented by The Recording Academy and Clive Davis on Saturday, Jan. 30, 2010 at The Beverly Hilton Hotel in Beverly, Hills, California. (AP Photo/Chris Pizzello)
Musician Taylor Swift poses for a portrait in West Hollywood, Calif. on Wednesday, Sept. 22, 2010. Swift's new album "Speak Now" will be released on Oct. 25, 2010. (AP Photo/Matt Sayles)
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Repucom scores celebrities on something called the Davie Brown Index, or DBI, which measured consumer views on 8,000 celebrities around the world. Swift, who in recent years has worked with Cover Girl, Sony and Coke, among other brands, got a DBI of 88.5.

Right behind Swift is the only male artist in the top five, Justin Timberlake with a score of 86.4. He is followed by Lady Gaga (85.1), Katy Perry (85.1) and Beyonce (84.6). The rest of the top ten includes Snoop Dogg (82.9), Nick Jonas (82.1), Britney Spears (81.8), Nicki Minaj (81.8) and Bruno Mars (81.6).

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Repucom says it polled 3,000 people aged 14-34 in the United States, France, Germany, Japan and United Kingdom. The study also found that globally, pop music remains the most popular genre with 55 percent of those surveyed saying it was their favorite, ahead of rock (49 percent) and hip-hop (33 percent).

The findings also examined the influence of social media in how young people are engaging with music. Repucom's global head of research Mike Wragg explains in the report that "of the top 15 most popular purchases amongst live music fans in the next 12 months, smartphones come out top with over half (54 percent) of all those surveyed saying that this is what they are most interested in."

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Justin Timberlake Jessica Biel
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Taylor Swift wins 'Most Marketable' in new study, followed by Justin Timberlake
LAS VEGAS, NV - SEPTEMBER 18: Singer/actor Justin Timberlake (L) and his wife, actress Jessica Biel, arrive at the world premiere of Twentieth Century Fox and New Regency's film 'Runner Runner' at Planet Hollywood Resort & Casino on September 18, 2013 in Las Vegas, Nevada. (Photo by David Becker/Getty Images)
Thank you EVERYONE for the Bday wishes! This year, I'm getting the GREATEST GIFT EVER. CAN'T WAIT. #BoyOrGirl #YouNeverKnow #WeDontEvenKnow #WeAreTakingBets
NEW YORK, NY - SEPTEMBER 09: Justin Timberlake and Jessica Biel watch the men's singles final match between Novak Djokovic of Serbia and Rafael Nadal of Spain on Day Fifteen of the 2013 US Open at the USTA Billie Jean King National Tennis Center on September 9, 2013 in the Flushing neighborhood of the Queens borough of New York City. (Photo by Clive Brunskill/Getty Images)
Justin Timberlake (C) and his wife Jessica Biel (R) watch Novak Djokovic of Serbia play Rafael Nadal of Spain during their 2013 US Open men's singles final match at the USTA Billie Jean King National Tennis Center September 9, 2013 in New York. AFP PHOTO/Stan HONDA (Photo credit should read STAN HONDA/AFP/Getty Images)
Justin Timberlake and Jessica Biel attend the Time 100 Gala celebrating the Time 100 issue of the Most Influential People In The World at Jazz at Lincoln Center on April 23, 2013 in New York. AFP PHOTO / TIMOTHY A.CLARY (Photo credit should read TIMOTHY A. CLARY/AFP/Getty Images)
NEW YORK, NY - APRIL 23: Justin Timberlake and Jessica Biel attend the 2013 Time 100 Gala at Frederick P. Rose Hall, Jazz at Lincoln Center on April 23, 2013 in New York City. (Photo by Jamie McCarthy/Getty Images)
LOS ANGELES, CA - FEBRUARY 10: Singers Adele, Justin Timberlake and Actress Jessica Biel onstage during the 55th Annual GRAMMY Awards at STAPLES Center on February 10, 2013 in Los Angeles, California. (Photo by Christopher Polk/Getty Images for NARAS)
NEW YORK, NY - DECEMBER 05: Justin Timberlake and Jessica Biel attend the Film District and Chrysler with The Cinema Society premiere of 'Playing For Keeps' after party at Dream Downtown on December 5, 2012 in New York City. (Photo by Andrew H. Walker/Getty Images)
LOS ANGELES, CA - MAY 12: Justin Timberlake smiles as Jessica Biel gives him a kiss coutside as the Los Angeles Lakers take on the Denver Nuggets in Game Seven of the Western Conference Quarterfinals in the 2012 NBA Playoffs on May 12, 2012 at Staples Center in Los Angeles, California. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Harry How/Getty Images)
LOS ANGELES, CA - APRIL 21: Justin Timberlake (R) and Jessica Biel (L) kiss at the Los Angeles Lakers vs Utah Jazz game at Staples Center on April 21, 2009 in Los Angeles, California. (Photo by Noel Vasquez/Getty Images)
Singer Justin Timberlake and girlfriend Jessica Biel arrive at the Metropolitan Museum of Art's Costume Institute Gala benefit celebrating 'The Model as Muse: Embodying Fashion' on Monday, May 4, 2009 in New York. (AP Photo/Evan Agostini)
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He adds, "This shows us the continued appetite among those under 34 year olds to renew and upgrade their smartphones -- and that also means the technology they are using and apps they are and will be engaging with. Stars like Taylor Swift and Katy Perry have just under 300 million followers across their Twitter and Facebook profiles combined and offer a glimpse into just how important being able to understand that engagement is."

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