How The ‘Eras’ Pop Star Is Conquering The World
Taylor Swift is on tour, and she’s providing a form of economic stimulus wherever she goes. Let’s take a Deep Dive.
🎤 Taylor Swift’s Eras tour is currently in the process of taking over the world: it’s likely to be the biggest musical tour in history.
💰 Thanks to the intensity of contemporary fandom and a post-pandemic thirst for fun, the tour is having a very positive impact on the economies of the places it visits.
🌏 So successful has the tour been in the US that it’s been extended to other parts of the world, including Asia.
QUOTABLE
“All I know is: don’t ever get into a feud with Taylor Swift. She has, like, 50 million people that will die for her.”
Diplo, musician
BY THE NUMBERS
$1 billion By the time it’s finished, the Eras tour is on track to generate $1 billion in ticket sales.
$5 billion Its total economic impact is set to be $5 billion, more than the GDP of 50 countries, with the total expenses of the average concert goer so far adding up to more than $1,300.
800,000 There were at least 800,000 people in the queue to buy tickets for the Sydney show—and the same for the Melbourne show.
2,000 With no Eras tour shows in New Zealand, Air New Zealand added 2,000 seats on services to Australia, as a result of demand from Kiwi Swifties.
QUIZ
How much was the economic benefit of an Eras tour performance to just one city, Cincinnati, according to the city’s tourism office, Visit Cincy?
A. $32m
B. $62m
C. $92m
Scroll to the bottom of the email for the answer.
Did you know?
A pair of recent Eras tour performances, in Seattle on July 22 and 23, were so loud that they registered as seismic events—the equivalent of a 2.3 magnitude earthquake.
THE EDIT
🏛️ ...Ready for It? The crash of the Ticketmaster booking platform due to overwhelming demand when Swift announced the Eras tour was so devastating that it even led to a congressional hearing in the US.
🦁 Bad Blood. The Eras tour’s visit to Singapore is part of a government initiative to make the city-state an events capital—but people in other countries around Asia that she’s not visiting aren’t happy about it.
📈 You Need to Calm Down. As well as stimulating economies, mega-tours can also drive up inflation.
💔 I Knew You Were Trouble. The only thing that’s potentially threatened Swift’s economy-detonating standing with her fandom is her relationship with controversial musician Matty Healy—but they’ve split up, which fans are claiming as a victory.
WATCH
In addition to the economies of the places it visits, the Eras tour is also boosting Swift’s own bank balance—which is already doing rather nicely.
THE FULL PICTURE
Swift’s post encouraging her hundreds of millions of fans on social media to vote led to a dramatic jump in US voter registration.
KEY PLAYER
Andrea Swift
We all have super moms, but Andrea Swift has been key to her daughter scoring record deals. Originally working as a mutual fund marketing executive, Andrea quit her job when Taylor was born. These marketing skills came in handy early in Taylor’s singing career and it is said she went from homemaker to being a full-time member of Taylor’s team. The family also moved to Nashville to support Taylor’s dreams and intentionally gave her an androgynous name thinking it would help her succeed in business.
ONE FINAL THING
Still not convinced of Taylornomics’ impact? Don’t take our word for it—the US Federal Reserve agrees.
