The Ringer said she is an omnipresent "musical biosphere unto herself", having achieved the kind of success "that turns a person into an institution, into an inevitability." Swift is also known for her traditional album rollouts, consisting of a variety of promotional activities, which Rolling Stone termed as an inescapable "multimedia bonanza". Easter eggs and cryptic teasers became a common practice in contemporary pop music because of Swift. Publications describe her discography as a music "universe" subject to analyses by fans, critics and journalists, referred to as "Swiftology" in the media. Swift maintains an active presence on social media and a close relationship with fans, to which many journalists attribute her success. Industry commentators note the rising popularity of Swift-themed dance parties in nightclubs worldwide. Swift has endorsed many brands and businesses. In 2009, she launched a l.e.i. sundress range at Walmart, and designed American Greetings cards and Jakks Pacific dolls. Also that year, she became a spokesperson for the National Hockey League's Nashville Predators and Sony Cyber-shot digital cameras. Swift launched two Elizabeth Arden fragrances—"Wonderstruck" and "Wonderstruck Enchanted", followed by "Taylor" and its variation Made of Starlight in 2013, and "Incredible Things" in 2014. She signed a multi-year deal with television company AT&T in 2016 and bank corporation Capital One in 2019. Swift released a sustainable clothing line with Stella McCartney in 2019. Three years later, in light of her philanthropic support for independent record stores during the COVID-19 pandemic, Record Store Day named Swift their first-ever global ambassador. Legacy As one of the leading music artists of the 21st century, Swift has influenced the music industry in many aspects. Business journalist Greg Jericho describes her as a "cultural vitality". Billboard noted only a few artists have had Swift's chart success, critical acclaim, and fan support, enabling her to have a wide-reaching impact. Swift helped shape the modern country music scene. Rosen described Swift as the first country act whose fame has reached the world beyond the U.S. Her chart success extends to Asia and the UK, where country music was not previously popular. She is one of the first country acts to use the internet as a marketing tool, promoting her work through MySpace. Following her rise to fame, country labels became interested in signing young singers who write their own music. With her autobiographical songs about romance and heartbreak, Swift introduced the country genre to a younger