Taylor arrives in Dublin & FM104 leads the way in welcoming her! 

With over 4.5 million video views across our social media platforms FM104 took Taylor mania to the next level. 

It all started a few days before Taylor landed in town…

Spotted … “What’s that?” Dubliners starred curiously across Sandymount strand early on Tuesday morning as the mist faded away from the iconic Poolbeg towers and a red banner in FM014’s brand colours cheekily billowed in the breeze welcoming Taylor Swift to Dublin. 

The FM104 Poolbeg takeover racked up views of over 150,000 in Dublin, once again, proving if you want to impact Dublin, FM104 is where it’s at. Real or not … we’ll let you decide, but Taylor’s welcome, FM104’s version, was just the start of the brand’s activation over the week.

Can you spot the Easter egg? In true Taylor fashion we had to have some fun with it- bonus points for the Swifties who can decode! 

It was followed swiftly (ahem you’ll have to excuse us 😉 by news of a pop up store showcasing something really unique and special. 

FM104 commissioned  legendary knitter Delia Barry, the knitting queen behind the iconic knitwear in Banshees of Inisherin,  to make a really beautiful aran cardigan for the Aran loving cardigan Queen, Taylor. At 85, Delia has woven her magic once more to create FM104’s “The Taylor”. 

Delia, who crafted the unforgettable ‘Colin’ sweater (you know, the one that’s beyond replication), has worked her knitting wonders for A-listers like Brendan Gleeson, Meryl Streep, Jude Law, and Barry Keoghan.


And now, she’s added Taylor Swift to her list! But that’s not all – the lining of this cardigan is a masterpiece in itself, designed by 22-year-old NCAD student, Ailbhe Larson.

Her doodles blend lines from Irish poets, Dublin landmarks, and whimsical illustrations, making this piece a true work of art.

Also.. it’s super rare as only 2 of these cardigans will be produced by Delia for FM104. One for Taylor and one for her biggest fan. 

The Taylor was presented by Managing Director for FM104, Vivienne Nagle  and Strawberry Alarm Clock Presenter Crossy, to Universal Music Ireland for Taylor Swift as she touched down in Dublin, and the other was given away to a fan by FM104 after the concert on the Strawberry Alarm Clock. 

But FM104 didn’t stop there, knowing the love their listeners have for Taylor they showcased the Taylor at a pop up store on Clarendon street, inviting fans to join them at the PRIDE store (FM104 is the proud Media partner for Dublin’s PRIDE) to share in her music, a little friendship bracelet making and overall girl power and positivity. FM104’s Pop up featured an OB by FM104’s Graham & Nathan. 

And that was all before the Eras Tour took off! FM104’s social team was there every night so that if you didn’t make it to Taylor you missed NOTHING. 

Exclusive live content drove engagement of over 4.5 million views as fans watched Taylor’s music, her incredible live performance, her special guests Julia Roberts, her friend Stevie Nicks and of course her love Travis, all arrive to support her. 

FM104 is an experiential, creative, digital audio entertainment brand in Dublin leading the way in the 22-44 audience space, positioning like minded brands in the heart of what matters to Dubliners as it happens.


Categories: Amplifyonline


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