The World Wide Impact of The Eras Tour
The Taylor Swift effect.
In 2021 Lover Fest, Taylor Swift’s world tour for the Lover album, was cancelled due to the pandemic. Taylor knew how disappointed fans were and when the pandemic ended she hatched a new plan for her biggest tour yet. The Eras Tour; a three-hour concert spanning 11 musical eras, with 16 outfit changes, a huge interactive stage, special guests, and surprise songs. The tour is undeniably one of the largest and most iconic tours ever to exist. Here is how the tour has impacted the music industry, her fans, and the world.
Swiftmania
Taylor’s immense popularity is frequently compared to Beatlemania in the 60s. In December the tour became the highest-grossing tour ever according to Pollstar and Taylor became the first billionaire from music alone in April. Ticket demand was so high that Ticketmaster crashed several times. Fans unable to get tickets still flocked to venues, listening from parks and bridges. In October, Taylor released The Eras Tour on Disney Plus, allowing fans to enjoy the concert at home.
Entire cities embraced Swiftmania. Liverpool was temporarily renamed ‘Taylor Town’ in June, Texas had ‘Taylor Swift Way’, and Minneapolis became ‘Swiftie-Apolis’. In Rio De Janeiro, Taylor’s iconic ‘You Belong With Me’ t-shirt was projected onto the Christ the Redeemer statue. New Orleans adorned its stadium with a gigantic friendship bracelet to celebrate the arrival of Miss Swift. Months after the concerts sequins and glitter from fans’ costumes can still be found at stadiums months after her tour dates. Taylor has most definitely made her sparkly mark on the world.
Swifties showed their dedication by traveling across the world, creating outfits based on her songs, and trading thousands of friendship bracelets. Her fans are so passionate that on the 22nd and 23rd of July, the sound and movement of the fans were powerful enough to generate seismic activity equivalent to a 2.3 magnitude earthquake. This event is now referred to as ‘Quake it Off’.
Announcements
Taylor has mastered creating big events for album announcements. When Speak Now (Taylor's Version) was announced, she premiered the “I Can See You” music video and brought Joey King and Taylor Lautner on stage. For 1989 (Taylor’s Version), she teased it with new outfits and a beach aesthetic. The Eras Tour is much more than just a concert. It has become its own entity and a place for Taylor to make announcements and engage with fans.
Swiftonomics
Taylor’s arrival in a city dramatically boosts its economy, as fans spend on hotels, restaurants, and merchandise. The Eras Tour has added $1 billion to the UK economy and $4.6 billion in the US. Taylor has also donated millions to charities in every city she’s visited, supporting causes like food banks, student loans, and animal foundations. These donations are all large enough to make a huge long-term impact on the cities she visits.
Why is she so successful?
Taylor’s success can be attributed to her commercial savvy, but it’s her emotional range and storytelling that make her stand out. Each album represents a different era, offering a variety of moods and aesthetics. Whether you’re feeling excited (1989), introspective (Folklore), or nostalgic (Debut), there’s a Taylor Swift song for every mood. Her vulnerability in songwriting makes fans feel connected to her, and that connection fuels her global success.
The Eras Tour is far more than just a concert. It's a cultural event that continues to surprise and inspire. With a few shows left before its finale on December 8th, who knows what other surprises Taylor has in store?
Connect with Facebook