I've got nothing against Taylor but she and Drake are the same where objective is concerned. They understand that branching outside of their zone is the best way to spill into the minds of people that wouldn't pay them any mind. They also understand however that branching out doesn't have to be direct (such as doing collabs and forcing pictures), they know that the trick is to simply be aware and sometimes something as simple as a cosign can separate them from their peers and anyone that came before them.
It's called being business-minded. In business you make use of every and any tool that can get you in every crevice of the brains of your targeted audience, but you use those tools wisely..."organically".
A simple tweet ensures that she never gets called out by cac social justice warriors for racism, and that she establishes a link with a black art-form that she just can't afford to ignore without looking like "just another american darling". The tentacles must spread farther than ever before if you want to be truly "great" in this era.
/end