The Eras Tour
It is not a common occurrence when a country singer generates $4.6 billion for the US economy, but it is just a day in the life of mega popstar Taylor Swift and her Eras Tour which is predicted to be the biggest seen music artist tour in recent times.
The Eras tour, which is an amalgamation of all the singer’s ‘eras’, referring to her ten released studio albums, has become a venue for her millions of fans to come together. The congregation of fans isn’t limited to just the full size stadium she plays in though, which have all been filled to max capacities of over 70,000 people, and fans unable to secure tickets crowd the streets around the venues to enjoy the performances which last three to four hours.
The impacts of this tour have been seen from even before it started. The announcement of the tour caused the Ticketmaster site to crash and then fall into a lawsuit, resolved of course by a congressional hearing ripe with quotes from Swift’s lyrical discography. In the US alone, cities announced to be stops for the star’s tour commemorated the occasion, to the extent of cities renaming themselves “Swift City” and “Swiftsborogh”.
With the recent announcement of international dates, the Eras tour is expected to earn anywhere from $500 million to $1 billion for the singer herself, while contributing $4.6 billion to the US economy and supporting businesses and hotels in every location she plays, and has reportedly gone out of her way to suppress local businesses and jobs. Hotels have seen quadruple profits during concert days, an effect that analysts are calling the ‘TSwift Lift’.
This is not to mention the impact on the fans, as many claim to have made lifelong memories, especially with the trend of swapping friendship bracelets at these shows following the lyric from her album Midnights:
“So make the friendship bracelets, take the moment and taste it. You’ve got no reason to be afraid.”
The star has managed to keep her ‘girl next door’ image and relatable nature even with international smashing success, a statement to the longevity of Swift’s career. The Eras Tour, from restructuring injustices in companies to making a statement on concert culture as a whole, is on an unprecedented level of impact which is only set to grow as the tour takes on international venues.