Taylor Swift’s team recently filed new trademark applications for two sound marks for Taylor’s voice, and one design mark for a glittering image from the Eras Tour:
Trademark U.S. Serial No. 99/784,977
This move has captured the attention of trademark attorneys, reporters, and music fans alike because it appears to be a relatively new trademark strategy amidst the onslaught of AI-generated content.
While sound and design marks are nothing new for the U.S. Patent and Trademark Office, spectators theorize that these are no ordinary trademark filings. This effort to protect a clip of Taylor’s voice (filed with her express consent) and a distinct look from the record-breaking Eras Tour may be a way to protect and enforce against their unauthorized use, particularly by AI.
In theory, Swift would be able to take action against anyone using a confusingly similar mark (i.e. a reproduction of her voice or her appearance) in connection with relevant entertainment and musical services. The filings may also be leveraged to stop her image and voice from being used in AI deepfakes featuring explicit content, political endorsements, or product promotions.
The efficacy of this apparent strategy is yet to be seen, but Swift is not the first celebrity to make such a filing. Matthew McConaughey’s legal team also secured a federal registration for his “alright, alright, alright” catchphrase in late 2025 to prevent AI misuse.
In an age where the traditional legal frameworks of copyright and right of publicity may not be keeping up with technological and cultural shifts, trademark may be a remaining beacon of hope for artists and creators. Brand owners across industries may consider filing sound and design marks to maintain control over their brand identity and its depiction.
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