Taylor Swift: understand how The Eras Tour dominated the world

Taylor Swift, one of the most influential artists of her generation, began an extraordinary musical journey that led her to win the hearts of fans around the world. Her career, full of successes and evolution, has made her a true icon of the music industry.

Recently, the singer embarked on a tour that is redefining the meaning of success in music by dominating the international stage. The dimension is so gigantic and even disproportionate — albeit in a positive way, that it is impossible for anyone not to know it nowadays. But still, for those who are not understanding the magnitude of the phenomenon, we have made a guide rich in details to explore how The Eras Tour became a global success and absurdly worthy of going down in history.

From fame to stardom

the course of Taylor Swift Toward astronomical stardom is a multifaceted journey, driven by a combination of musical talent, resilience and a powerful bond with his fan base, known as “swifties“. From the beginning of her career, Taylor demonstrated an exceptional talent for music, composing songs that resonated with an ever-widening audience. However, his rise to stardom was marked by challenges and controversies, including public disagreements with other industry figures, as well as legal battles surrounding the copyrights to his music.

The fans' fervent support played a key role in all of this. They not only supported her through difficult times, but also became an influential and powerful force using social media — especially TikTok — to promote your art and messages. Taylor's ability to connect with them helped cement her place as a cultural icon and one of the most powerful artists in the music industry today.

Today, her name is synonymous with more than absolute success, in addition to her career that extends to other areas where she continues to leave her golden mark. Swift is not just a singer, but an influential force that shapes and inspires various spheres of contemporary culture.

Who is Taylor Swift?

Born on December 13, 1989, Taylor Swift was born in Reading, Pennsylvania, in the United States. Her musical talent led her, at age 14, to convince her parents to move to Nashville, Tennessee, in search of a career in the recording industry. It was there where she found her true calling.

Composing her own songs and performing in various venues, her talent soon caught attention, which led her to sign her first record deal, before releasing her first album, Taylor Swift, in 2006. Although his success was still growing, it was with FearlessTwo years later, the story changed. Love Story e You belong with me were just some of the songs that earned her two Grammys.

In the following years, Speak Now in 2010, Red in 2012 and 1989 in 2014, they catapulted it to another level, both in terms of success and criticism. In the midst of all this, she experimented with exploring different genres from country to pop. It was exactly for this reason that her eras became famous, which demonstrated her to be a versatile artist, capable of reinventing herself and evolving over time.

But Taylor Swift stood out not only for his music, but for his authentic personality and ability to connect with the public, which to this day, is an extremely significant point in explaining his resounding success. The singer became one of the most active artists on social media, making a point of sharing everything about her projects, as well as social issues and any type of information that would strengthen her bond with her fans.

In 2017, Taylor released the album Reputation, with a more different approach to the image she was portraying. After a sudden and unannounced hiatus, due to her involvement in some controversies, the singer made a comeback with new music. The album generated buzz and even divided opinions at the time, but it did not affect the career of the singer who, two years later, released Lover.

Then, a new, more romantic era began, positioning Taylor at the beginning of something even more promising in the world of music. During the period, she changed record labels, which made her project herself in a more intimate way to the public, given that she had achieved greater musical freedom. It was from this era onwards that the view of it changed.

In 2020, Taylor surprised by releasing two albums at once: folklore e Evermore. More intimate, introspective projects with more mature lyrics in the genre folk, both received critical acclaim. At this point in her journey, the singer took the risk of showing a side that, until then, had been more protected by the previous record company that prevented her from going further. Other than that, it was exactly at that time, just over a year later, that the re-recordings of their old songs began to be made. With greater control over her work, she now had the chance to obtain credits that had previously been stolen and legally prevented from being hers.

As mentioned previously, in addition to her music, the artist also stands out for her more significant commitment to political issues. Taylor gained recognition in defending the rights of women, the LGBTQ+ community and other minorities. Furthermore, she also supported humanitarian and charitable causes, contributing to social justice awareness.

Today, at 33 years old and with more than 15 years of career, Taylor has ten albums and, according to analysis by Bloomberg, became one of the richest figures in the world. The agency responsible for Bloomberg Billionaires Index, reported that the singer's total net worth is currently US$1,1 billion, which is equivalent to around R$5,5 billion at the current price, driven only by The Eras Tour.

The controversies and the comeback

From disagreements with other artists and celebrities to complex legal issues involving copyright, Taylor has faced difficult times. This is something that stands out in her story. However, her determination helped her overcome these obstacles.

To understand everything that the brand is about Taylor Swift Today, it is necessary to understand a little about all these conflicts over the years. Therefore, we have separated some of the most controversial controversies below.

2009 VMAs, Kanye West and Kim Kardashian

When we talk about Taylor's career, it's hard not to mention her infamous awards show moment VMA (Video Music Awards) from MTV, which has become an embarrassing memory and an endless source of memes over the years. In the 2009 edition, when the singer took the stage to thank her for the award for Best Female Music Video, her speech was abruptly interrupted by Kanye West, who took the stage only to express his outrage at Taylor's choice over Beyoncé.

Years later, when the whole incident was no longer discussed, the rapper spoke about Taylor again, but mentioning her in one of his songs, Famous. The controversy at the time was about a verse which he claimed was responsible for the singer's fame. With that, Taylor spoke out, warning that she had not been informed about the reference, which provoked Kim Kardashian, Kanye's wife at the time, to get involved, releasing an audio that supposedly showed Swift consenting to the lyrics. It was from then on that the singer began to be accused of an avalanche of criticism and insults.

The album Reputation was released a year later, alongside leaked evidence that Kim and Kanye's audio had been edited.

Taylor Swift x Katy Perry

The year 2012 was one that also shook Taylor's personal life, as a fight with the singer Katy Perry took over the media. With both on tour, three of Perry's dancers were hired to join Swift's team. After the situation came to Katy's attention, the dancers returned to her team before Taylor's tour ended.

However, as soon as Bad Blood, song from the album 1989, was released, the reference to the rivalry was exposed, mainly due to the music video. In an interview with Rolling Stone, Taylor stated that the song was commercially motivated and that Katy Perry had tried to sabotage his entire tour. In the midst of this, Perry released his response through music Swish swish and further reinforced what would have been speculation at the time, when he tweeted what would have been a hint to Taylor.

The reconciliation between the two happened just a few years later. In addition to gifts and messages of affection on social media, Katy also made a special appearance in the video for You Need to Calm Down.

Victim of harassment

In 2013, during a fan meeting in the dressing room known as Meet & Greet, the DJ David Mueller committed an act of sexual harassment with Taylor. During a photo shoot, placing her hand under the singer's skirt, she reacted immediately and called her security guards, who removed the man from the event. As a result, Mueller lost his job at the radio station where he worked and sued the artist, saying that the actions harmed her career. He sought damages of $3 million.

In response, the singer filed a lawsuit against him for sexual harassment, with the case ongoing from 2015 until 2017, when the judge rejected Mueller's case, citing a lack of evidence. In the same year, Taylor won the case and the DJ was ordered to pay her a symbolic sum of US$1. The decision was made at the request of the singer, who was not seeking substantial financial compensation, but rather justice, recognition of the incident and promoting the importance of other women reporting cases of harassment.

On top of the wall

The participation of Taylor Swift in politics it also drew some criticism, since at the time of the presidential election in 2016, she didn't make a point of speaking out and taking sides. Donald Trump was running for office, which created great chaos in the United States. For a long time, the singer chose to maintain a neutral stance and avoid making comments that could compromise her.

Later, in 2020, this controversy was explored further in his documentary Miss americana da Netflix, in which it was revealed how everything happened behind the scenes. The singer explained how her perspective has evolved since then and so, in the subsequent election, Swift adopted a more assertive approach, expressing support for the Democratic Party candidate, Joe Biden.

Taylor Swift x Scooter Braun: Taylor's Version Explained

Of all the controversies that surrounded Taylor's name, the conflict with Scooter brown in 2019 it would prove to be the great turning point in taking her on the path to stardom.

The businessman, known for his work with artists such as Justin Bieber, Ariana Grande e Demi Lovato, acquired the Big Machine Records, which owned the rights to Taylor's first six albums. What has become public is that Braun ended up selling these albums to another producer, still having financial interests in them. The entire situation happened without the singer's knowledge and because of the procedure, as soon as she left the record company, she was prevented from owning any rights over her own work.

A breach in the contract was enough for a visionary idea to happen. It was in this way that Taylor decided to re-record all six albums, which would separate her songs from Braun's control. With the seal of Taylor's Version, so far, she has released re-recorded versions of the albums Fearless, Red, Speak Now and the most recent, 1989, released on October 27th. They all also feature exclusive songs that had been written at each respective time, but not released.

Understanding the global fever

When discussing success in the music industry, Taylor Swift It's a name that comes up right away.

What makes her truly unique on the global pop scene is her unique ability to tell stories through her songs, combined with all her mastery in marketing and a visionary eye. It's as if Taylor had the gift of converting personal experiences into universal anthems, albeit in a very peculiar way and from a place of connection. This is a feat often praised by the media, especially due to the narrative path. His composing ability transports the listener to a completely unique and realistic world. Her lyrics are carefully written, including through metaphors and other figures of speech capable of shaking deep-rooted feelings in human beings.

The success is so incomparable that the newspapers USA Today e The Tennessean are currently looking for a reporter specializing in Taylor Swift, with an annual salary that can reach up to US$104, almost double the average for journalism professionals in the United States. The position summarizes the work as full-time dedication to news involving the singer's name, which is certainly relevant, since new information about her comes out literally every day.

To truly understand the global fever, the tour The Eras Tour is the main topic. The shows began in March and are scheduled to end in November 2024. This project has already reached the level of the most profitable tour in history, consecrating Taylor as the greatest female artist to achieve this feat, surpassing even Madonna e Beyoncé, which recently raised US$579 million with RENAISSANCE World Tour, according to information revealed by Live Nation.

This places the artist in the pantheon of the world's most influential personalities, encompassing not only entertainment, but also politics and business.

Marketing and strategies

From its origins in the country scene to its transition to pop and other musical genres, Taylor Swift has always been a master of rebranding, that is, the singer has the power to give new meaning to the image of something. This ability to reinvent itself in different areas is undeniable, whether to win new audiences or to stay relevant. Her strategy of re-recording her own albums to regain control of her music, for example, was one of the innovative business moves that changed the industry. Autonomy and innovation are words that make her stand out as an artist and that, increasingly, directly reflect on the dynamics of a professional and even competitive world such as music.

A The Eras Tour It is an example of a great life experience and not just entertainment like any other. Almost like a kind of music festival, where the public is concerned about traveling to other cities in order to enjoy it, it is more than certain that Taylor achieved this result without needing much. As already mentioned a few times, the singer currently finds herself in a position that is difficult to reach and the idea of ​​a single show of hers already generates the same amount of avidity from her fans. Regardless of the perspective, when it comes to the artist, financial expenses are no longer a concern for the public.

However, the high cost of tickets is not a mere coincidence, but rather the result of an extremely meticulous market strategy that turns each presentation into a gigantic event. Massive demand combined with limited venue capacity creates a sense of rarity around tickets, while the quality of the production, from stage design to technical execution, justifies the prices. The result of all this effort is what we see: Taylor's presentations always sell out in a matter of minutes after sales start.

Another factor worth commenting on is determining the market value of each ticket, which is a crucial task for agencies, which in turn take into account, mainly, projected demand, production costs and capacity of the local. This is basically the traditional concept of “it’s worth what it weighs”. When it comes to Taylor Swift, is further proof of the singer's immense popularity and also demonstrates an exceptionally successful business strategy on her part. Its products and services transcend the sphere of music and packed stadiums, ending up entering the broader world of culture and entrepreneurship, which, whether we like it or not, redefine the rules of the game.

But if there is something, besides music, that Taylor knows how to invest in, it is her image and how to enhance her work as a whole. With a great business acumen, she turned her art into a commodity highly profitable, managing to offer a complete experience from personalized products to tailor-made extras for fans, such as VIP packages for their shows. Strategic partnerships, for example, are one of the options that help it stay on top of its game. The famous Starbucks, an American multinational coffee chain, was one of Swift's partners to promote the album Red (Taylor's Version) in 2021, launching the singer's favorite drink at the time.

Influence on the NFL

Lately, the sports world has been in an uproar over Taylor Swift. His constant presence in the Arrowhead Stadium to watch your boyfriend and star Kansas City Chiefs, travis kelce, playing football, is not going unnoticed. It turns out that in addition to generating a huge repercussion on the internet, his image linked to the team had an impact on the sales of number 87 shirts, the same as Travis.

According to Fanatics, a sportswear and fan products company, the player's shirt was among the five best-selling in NFL (The National Football League) and sales have increased almost 400% across the entire network of sites since then. Additionally, Swift's presence also managed to have an impact on television ratings.

According to Fox Sports, the games of Kansas City Chiefs have already attracted 24,3 million viewers. While these numbers were down about 8% from the same period the previous year, there was a significant increase in ratings among females ages 12-17, which grew by nearly 8% from the previous year. The broadcast also led in female viewership across all key demographics.

The power of technology

In the presence of Taylor Swift on social media is one of the points that made it take off the most, being something truly impressive. Considering only the Instagram, Twitter, TikTok e até Facebook, — which, in a way, makes up a large part of its audience's consumption — its total number of followers exceeds 466,6 million, which represents around 5,75% of the world's population, based on recent data from ONU.

The artist's biggest difference is that she understands the importance of maintaining an open dialogue with her fans, proving that this exchange and relationship with those who support her gives results. Swift uses these platforms not just for self-promotion, but for genuine engagement, after all, what a fan wants most is to get closer to their idol. Technology is what currently allows this.

The magazine Harvard Business Review, Harvard University, recently published a series of articles about Taylor, highlighting how she uses this digital advantage to build a sense of community, something many companies strive for but few can successfully achieve.

Identification and connection

Continuing the technology factor in Taylor's connection with her fans, it is essential to highlight that the singer also does not hesitate to be authentic, whether in her interactions with the public or in her lyrics, addressing an infinite variety of topics. Just as it explains the global fever, the power it has to connect with people through art is the key factor when it comes to its audience. Just as this needs to happen to strengthen any brand, the same approach applies to human relationships.

In a world where humanity is losing itself more and more and giving way to what is automatic, banal and worthless, we hardly see anything personal and genuine being established. A Nike e Starbucks, in terms of marketing, they are part of the minimum group of brands that understand the importance of building lasting emotional bonds with consumers, not surprisingly managing to still be giants in their respective sectors. Today, Taylor Swift It's a brand, but the singer stands out and surpasses herself by being able to respect her professional and personal sides, but somehow, managing to unite them in perfect harmony to cultivate a meaningful connection with those who admire her. That's the secret.

However, it is important to point out that the driving force behind its success simply involves what people go through on a daily basis. Taylor isn't afraid to be vulnerable. Her greatest asset is transforming the setbacks of her fame, intrigues, relationships, self-esteem, desires and her deepest feelings into raw material and inspiration for her compositions. Taylor shows what has become rare nowadays: being human.

The power of the female audience

The female audience makes up almost the majority of Taylor's fans and, according to a publication from New York Times, the columnist Michelle goldberg hinted at how much of the singer's power is due to this. Highlighting the biggest entertainment phenomena in the United States during the summer are the singer and the film Barbie. What they have in common is the sharing of female coming-of-age stories marked by existential crises and confrontations with sexism.

Em The Man, one of the most impactful songs on this topic, Taylor sings: “I'm so tired of running as fast as I can, wondering if I'd get there faster if I were a man.”, making an ironic critique of machismo and patriarchy. As a result, viral videos on Tiktok, showed the male audience making a point of remaining silent as soon as Taylor sang the song at her shows. The Eras Tour.

An obvious lesson from the gigantic success of “Barbie” and the Eras Tour is that there is a huge and underserved market for entertainment that takes the feelings of girls and women seriously. After years of Covid isolation, reactionary politics and a mental health crisis that has hit girls and young women particularly hard, there is a palpable desire for communal delight and catharsis.

Michelle Goldberg, New York Times columnist

The power of the new generation

Taylor Swift follows a similar path to that of Madonna in the 1980s, but with a sensitivity adjusted to contemporary culture, especially aimed at the new generation. While Madonna was revolutionary in challenging social norms and provoking, Taylor is careful to go the other way. The artist understands that for her fan base, mostly made up of Generation Z and Millennials, this approach no longer works.

If there is something that new generations admire, it is the singer's constancy in reinventing herself and having the courage to take a stance on political and social issues, like when she supported the Equality Act in 2019. This is normal, considering that times are different now. Taylor naturally lives up to the expectations of what her fans expect from someone.

Furthermore, it is correct to say that the new generation differs from others in several aspects, whether it involves knowing better about the modern world, ethical values, the importance of mental health, fashion, knowledge of technology and everything that helps make Swift a driver of this. It's practically as if Generation Z and Millennials know how to identify the right person to admire and be inspired by.

Millennials, known for being tech-savvy and socially conscious, find a relatable figure in Taylor Swift. Through her lyrics, she explores themes of love, heartbreak, empowerment, and personal growth – topics that resonate deeply with her fan base. His authentic expression of these emotions has earned him a dedicated following of millennials who see themselves in his music..

Sátria Schneider, fashion expert

The Eras Tour

A The Eras Tour, most recent tour of Taylor Swift, became a global phenomenon and marked an unforgettable chapter not only in his journey, but also that of many people. Not only has she wowed crowds around the world, but she has also revolutionized the live concert experience.

The ten ages

For those who still feel confused about what the famous and iconic eras of Taylor Swift, they form an incredible narrative arc that took her from a young country music star to one of the most influential pop artists in the world. Each era is represented by a distinct album and showcases Taylor's growth and evolution, not only as an artist, but also as a woman.

Taylor Swift

The debut album Taylor Swift was released when she was just a teenager and illustrated her early country music influences in a way that would make it almost unrecognizable compared to her contemporary hits. Songs like Teardrops on My Guitar e Tim mcgraw were foundational songs in the growing genre of country pop, and the album continued to produce songs until 2008, remaining on the Billboard 200 charts for 157 weeks. Because of him, Taylor was nominated for Grammy for Best New Artist.

The singer no longer usually performs any of the songs on the album, in the same way that she did not include them in the setlist of the album. The Eras Tour. Still, she has already sung a few as surprise songs on tour.

Fearless

Even as her debut album continued to be a huge success, Taylor released her second in 2008. Fearless still maintained traces of the artist's country roots, but songs like You belong with me not only did they incorporate more pop elements, they also set the tone for their recurring theme of romantic relationships that is still present in their biggest hits.

Setting a record at the time as the youngest artist to win the award, she went on to win Album of the Year at the Grammy, along with the award for Best Country Music Album, cementing her position as music's newest superstar.

Speak Now

Fully maturing as an artist, his third studio album was Speak Now, demonstrating a more evolved composer. Although doubts about her authenticity in the country music scene have persisted since her debut album, songs like Back to December took critics from mainstream to claim that Taylor had completely moved towards pop and rock. The album continued to impress in sales, and by 2020, it had already reached the impressive six-platinum record.

Red

Despite attempts to maintain her image as a country pop music artist, Red, released in 2012, marked his definitive transition to radio pop. Considered one of Taylor's most daring eras, the album revealed an expansion in her songwriting approach, leaving behind the naivety that characterized her first three albums. Energetic songs like I Knew You Were Trouble, 22 e We Are Never Ever Getting Back Together, completely transformed his musical style. The album received a nomination for Grammy for Album of the Year and achieved seven platinum albums.

1989

With the age 1989, pop songs like Shake it off e Bad Blood became real hits on the radio, abandoning any trace of the country influence that marked Taylor's first albums. Around this time, her personal life also came to dominate conversations surrounding her music, and her distinctive songwriting style fueled celebrity gossip.

Despite winning the Album of the Year award, it divided critics' opinion, with some criticizing the singer's obvious attempts to achieve commercial success, as mentioned in reviews. Still, it was Taylor's moment to finally establish herself as the new queen of pop.

Reputation

Following a career that, from a critical point of view, was a divider, Reputation, released in 2017, had no trouble raking in significant profits and producing several hit songs. The album was the singer's fourth consecutive album to debut at the top of the Billboard 200.

After the pop era of 1989, Taylor presented a notably darker version of herself. The change was also influenced by all the controversy with Kim Kardashian e Kanye West. Furthermore, with the media scrutinizing every aspect of his personal relationships, songs like Look What You Made Me Do gained additional meaning, mainly due to the easter eggs of the music video.

Lover

Being the first album released after Taylor's departure from Big Machine Records, Lover, in 2019, presented an artist capable of looking into the past for the first time. Reincorporating earlier influences, the album marked a return to her status as a rising pop queen and showed her happier and healthier overall. Songs like You Need To Calm Down mocked by their critics, but the album was clearly intended to be a more restrained release compared to their previous records. While some had obvious hip-hop and R&B influences, this one showed that the singer was exploring jazz, rock and indie.

folklore

With joint production of Aaron Dessner, indie rock pioneer and guitarist for The National, Folklore It marked a significant shift in Taylor's career, taking her deeper into her indie folk influences. Released during the pandemic, the album moved away from the singer's characteristic themes of lovelessness, offering a deeper and more introspective approach. Critics also recognized this transformation, and musical publications such as Pitchfork praised the album, giving it an impressive score of 8.0/10.

Evermore

Released immediately after Folklore, evermore represented a continuation of his collaboration with Aaron Dessner. The album maintained Taylor's cinematic approach to the narrative of her songs and featured the band's participation. The National in the lane Coney Island and renowned indie artists Haim em No Body, No Crime. The album debuted at the top of the charts and received a nomination for Album of the Year at the Grammy.

midnight

Taylor released midnight in 2022, a melancholic and introspective concept album that continued the trends of his previous two albums, albeit with a pop-oriented twist. With You're On Your Own, Kid e anti hero, the artist revealed a side of herself that had never been seen before, showing herself tremendously vulnerable and human. Much of the concept was inspired by the growing success of artists from bedroompop, idea of ​​creating music in your own home, giving up large recording studios.

Although the proposal was not intended to be commercial, the album proved to be Taylor's best-selling to date, reinforcing her untouchable status.

The Eras Tour Setlist

The presentations of The Eras Tour They have a setlist that follows each of the singer's phases. See below the list of songs you should expect at the shows:

Swifties: the phenomenon

Dedicated fans of Taylor Swift are called worldwide swifties. The unwavering devotion of this base and influence on social networks continues to act and keep the artist's career alive, especially with each new release. However, it is becoming increasingly difficult to compare them with another type of audience. There is a true loyalty to the artist and this is proven at all times. With a lot of creativity, dedication and ability to create viral trends, swifties are keen to ensure that the world never forgets the singer's enduring power in music and pop culture.

To prove the great phenomenon that boosts Taylor's career, an article from Variety highlighted precisely this significant impact of the fan base on the Tiktok. According to the text, in 2020, when the app was still gaining prominence, the singer Harry Styles it led the trends ranking, accumulating just over 7 billion views worldwide. However, a turnaround began to happen as soon as Taylor began re-recording her songs — as we mentioned earlier, the label Taylor's Version It was truly a turning point for the singer.

Along with this, the 10-minute version of the song was released All Too Well in November 2021, in conjunction with the short film directed by the artist, which helped spark a massive increase in interest around Taylor. Thus, in just two days, content related to her transformed 80 million views into more than 260 million on the platform. With the debut of the album midnight, the number was surpassed. However, what served as most proof of understanding that the singer had become a huge phenomenon on the internet, was the app's interactive session about the The Eras Tour which, at the time, hadn't even started yet.

It is still true when we say that a large portion of the marketing for the tour was done by the fans. It is notable that there is a very sincere exchange between the singer and the audience, although nothing of this result has been schematically or strategically suggested. However, according to the article itself, the power of all this work is impressive. Like it or not, the contract was established without being intentional: Taylor seeks to deliver a gigantic performance beyond expectations, and, in return, the swifties provide what could be called a marketing vehicle for the tour.

Still according to research by Variety, since the beginning of The Eras Tour, TikTok There were around 1,9 million videos related to the artist and today, the content reaches an impressive average of 380 million views per day. The result of all this saw Taylor reach a sphere of fame that had not been seen since the historic moment in which Michael Jackson walked across the stage at the show Motown 25, four decades ago.

Success around the world

After so much news and with the tour held in the United States, about to begin on other continents, it would be enough to understand the power of Taylor Swift, however, its impact ended up generating somewhat unexpected and shocking situations.

The demand for tickets from The Eras Tour was so overwhelming that even members of the United States Congress discussed the monopoly of Ticketmaster. To have an even more detailed idea of ​​success, according to the geophysical Jackie Caplan-Auerbach, Taylor's shows in Seattle, caused a tremor in the ground similar to a 2,3 magnitude earthquake in Richter scale. In short, the tour literally caused a small earthquake.

All the shows also had an effect on the economy, according to the Central Bank of the United States. Cities like Philadelphia saw a dramatic increase in hotel revenue, achieving the biggest gain since the start of the pandemic.

Despite the slow recovery of tourism in the region overall, one highlight is that May was Philadelphia's strongest month for hotel revenue since the start of the pandemic, largely due to the influx of guests attending Taylor Swift's concerts in the city.

Registration of the Beige Book, a document that talks about economic conditions in the United States

Football stadiums, where concerts take place, usually accommodate more than 70 thousand people and are completely full. Taylor also spent a few days in each city, which allowed local businesses to take advantage of the opportunity to attract money from fans.

The sales strategies were varied, including the classic merchandising of Taylor products to stores that offer donuts with the singer's face and drinks named after her songs. To top it off, a museum in Nashville even hastily put together an exhibition of the artist's costumes to coincide with her performances in the city. The feat recorded the best month of revenue in 65 years of history, with 114 thousand people purchasing tickets.

There was a pent-up demand to go have fun to go out and be social. People are willing to travel a long way to see it.

Mara Klaunig, Senior Analyst

Even before the show in Colorado, the Common Sense Institute, an organization that monitors the local economy, predicted the concerts would contribute $140 million to the state's GDP. In Cincinnati, Ohio, tour-related expenses reached approximately US$48 million, according to the city's tourism agency, Visit Cincy.

Taylor Swift is a phenomenon that deserves to be recognized. The economic impact her work creates is impressive, as fans travel from far and wide to attend her shows, filling hotels, restaurants and local attractions. Her influence on tourism is a testament to her ability to captivate audiences and drive economic growth.

Julie Calvert, CEO of Visit Cincy

One of the subjects of The New York Times, mentioned that even artists from the past and of great prestige recognize the mark that the singer is leaving in the history of music. According to the newspaper, Taylor Swift it would be the center in a fragmented world of music today.

The only thing I can compare it to is the phenomenon of Beatlemania. (…) Taylor Swift It's productive and keeps coming up with great concepts and music. It's huge and deserves the highest marks. She knows music and knows how to compose. She is like the Beatles of this generation.

Billy Joel, musician

The singer is the first living artist to have four albums in the top 10 of the American chart simultaneously since the trumpeter and bandleader Herb alpert, in 1966, who also recognized the singer's success.

It's an incredible feat. The way radio is these days, and the way music is distributed, with streaming, I didn't think anyone in this era could do that.

A Grammy Awards Academy also spared no praise, classifying the The Eras Tour , the “the most legendary of this generation”, recognizing such importance in relation to other tours by major artists such as Beyoncé e Harry Styles.

The phenomenon continues to be applauded, discussed, praised and having an impact that, to be added to the singer's list of incomparable successes, a satellite operated by the company blacksky captured images of the sold-out Denver show. In the photos provided, you can clearly see the stadium and parking lot gradually filling up as show time approached.

.@taylorswift13 are you…Ready for it? We captured imagery from 9:36 am, 3:40 pm, and 6:27 pm MT of the Denver stop of the #ErasTour. 💜
🌎Now here's the #geoint stuff: Analysis estimates there were ~7,200 cars in the parking lots!#Swifties #LookWhatYouMadeGISDo https://t.co/8Yl0BsJapB pic.twitter.com/eMMcJgDM9m

— BlackSky (@BlackSky_Inc) July 18, 2023

Furthermore, just as everyone else jumps on the bandwagon, the airline Air New Zealand even announced that it will expand its flight offering due to what they called Swift Surge.

According to information from the magazine Condé Nast Traveler, the company reported that there was a significant increase in demand for air tickets from fans who are following the tour and, in order to meet this growing demand, the company added around 2 thousand seats to its regular flight schedule to the period of travel related to the Australian shows in February 2024.

Curiosities

Like any success, it is expected that some information will circulate on social networks for an indefinite period of time, which will become curiosities. From moving tributes to surprise moments, the The Eras Tour has stood out for more than just its extraordinary performances.

Cleaning cart

At the first performances, fans soon noticed a cleaning cart circulating around the restricted area of ​​the stadiums where Taylor would perform. Little by little, it was realized that this cart was always present moments before the start of the show and was surrounded by security guards. It is known, at least in circles of swifties, that the artist tends to hide in somewhat unusual places to avoid, for the most part, paparazzi. Although nothing has been confirmed, rumors about it being carried inside suitcases were an alternative, the idea of ​​getting on a cleaning cart could seem reasonable.

It was then that the theory was confirmed after fans began to stand by with their cell phones to record the moment she could get out of the stroller. At one point, from one of the highest seats in the stadium, Taylor was caught in the way everyone expected. This would be a disguise to circulate unnoticed backstage before going on stage.

City halls infected by The Eras Tour

Before the show that marked the start of the tour in Glendale, Arizona, the city's mayor, Jerry Weiers, surprised by announcing that the municipality would adopt the name Swift City temporarily, in honor of the fact that the singer would begin her shows there.

With the news, all the other cities decided to be creative and innovate to welcome Taylor. An example of this occurred in Tampa, Florida, where the mayor Jane castor he even invited the singer to take over his role for a day.

Live music video premiere

Taylor Swift is known for dropping tips and easter eggs in everything he sets out to do, which makes his fans always on the lookout and expectant of what might come. With the re-recording of his album Speak Now, was no different, which had already caused a lot of buzz even before the announcement. But despite this, the singer decided not only to confirm her new Taylor's Version, like debuting first hand, the music video for I Can See You, one of the new tracks on the new version of the album.

To everyone's surprise, Taylor even invited the actor and ex-boyfriend Taylor Lautner to the stage, alongside the actresses Joey King e Presley Cash who also participated in the music video.

A joke! Taylor watching the "I Can See You" video on stage during the show. pic.twitter.com/MGW1USq6ft

— Update Swift Brasil (@updateswiftbr) July 8, 2023

Friendship Bracelets

One of the traditions that emerged on the tour were friendship bracelets. Before the show started, many fans took their handmade bracelets to exchange with other fans, incorporating this gesture of friendship and sharing special moments.

This was due to a single verse of You're on Your Own, Kid, song from the album midnight: “so make the friendship bracelets, take the moment and taste it.” (“make friendship bracelets, enjoy the moment”).

In fact, it was precisely through the The Eras Tour and this whole experience of exchanging bracelets, which the singer's current boyfriend, the American football player, travis kelce, he decided to try to win her over for the first time. Considering delivering the accessory with his phone number on beads, this was how the public followed the beginning of the romance.

Inviting celebrities

The shows of The Eras Tour in the United States, they attracted a number of celebrities to their performances and the excitement was such that many caused an uproar before Taylor even took to the stage. Among the celebrities who were seen in the audience, names like Drew Barrymore, Cara Delevingne, Miles Teller, Shania Twain, Bradley Cooper, Channing Tatum, Blake Lively, Cameron Diaz, Jennifer Garner, Millie Bobby Brown, David Harbour, Selena Gomez, Julia Roberts, Robert Pattinson, Taylor Lautner, Among others.

Friendship bracelets were even distributed among the celebrities who interacted with many of the fans throughout the tour.

Surprise songs

Despite including practically her entire discography on the tour, Taylor reserved part of each show to make room for songs that were not officially part of the repertoire.

The performance of two surprise songs each night is one of the most anticipated moments of the entire The Eras Tour. Surprise is a fundamental part of the experience, as people only find out what they will be at the moment of the presentation. Always making a point of listening to her audience, this is an acoustic session of the show where the artist seeks to repay the audience's affection.

Throughout the tour, the songs that are not repeated were counted by fans in order to always stay in control and increase expectations about which ones she would choose for the next ones. Today, it is estimated that there are around 50 songs that have not yet been played.

Closing with a golden key

The last show in Los Angeles, California, which would close the first part of The Eras Tour in the United States, it was filled with anxiety from fans, mainly due to Taylor's costumes. Following a pattern throughout the tour, the clothes had already been decorated by the public, but it was precisely on that night that the colors changed to one: blue, making a notable reference to the album's symbolic color. 1989. Knowing that it was the next one to be re-recorded, even before the announcement, the singer gave very clear signs that this show would clear up doubts about the official release date of the new album. Taylor's Version.

The moment of the announcement became remarkable, making the show the perfect ending to the initial stage of the tour.

Surprise!! 1989 (Taylor's Version) is on its way to you 🔜! The 1989 album changed my life in countless ways, and it fills me with such excitement to announce that my version of it will be out October 27th. To be perfectly honest, this is my most FAVORITE re-record I've ever done… pic.twitter.com/JFYOWhBxhj

- Taylor Swift (@ taylorswift13) August 10, 2023

Exclusive moments from The Eras Tour

In addition to the traditions and all the surprises that the tour has already provided, each Taylor performance becomes unique just because of the memorable moments she delivers, from a simple song transition to a new step inspired by a fan. Mikael Arellano, famous tiktokers fan of the singer, had her little dance inspired by the song Bejeweled included in the official choreography of the The Eras Tour. Further proof that the artist is always keeping an eye on her social media!

Still, we have separated some of the moments that became successful and what began to emerge throughout all the shows:

• The Bridge of Cruel Summer: When Taylor invites fans to scream the lyrics at her at the start of the show, it creates a special connection between her and the audience. Song bridges refer to favorite parts, something important to know in the fandom.

• The Heart of Fearless: During the performance of the song, Taylor recalls the iconic gesture of making a heart with her hands, which marked her career and evokes a lot of nostalgia.

• Applause after champagne problems: After the song is performed, the audience applauds to celebrate the performance, almost as if it were a long-awaited and emotional moment.

• Transition from Don't Blame Me to Look What You Made Me Do: During the moment dedicated to the era Reputation, Taylor makes an impressive transition between the two songs, which went viral in the Tiktok for the impactful sound.

• Hat delivery 22: Taylor's tradition of handing over the hat worn during the song's performance is a gesture of affection. Every night a special fan is selected to receive it from the artist herself.

• Race in august and choreography of my tears ricochet: In the block dedicated to the era Folklore, Taylor does a mini run on stage during her performance in august. At first, it was something without commitment, but on the internet, it soon became one of the highlights of the show. Likewise, the presentation of my tears ricochet had a small relevant part in the choreography. Thus, carried away by the emotion of the songs' melody, fans were inspired by the singer to record videos on Tiktok with this same dramatic premise of the performances.

• Surprise songs: As previously mentioned, this is one of the most anticipated moments. Each show includes two surprise songs, one played on guitar and one on piano, keeping the audience on the edge of their seats.

• Stage Diving: At the end of the surprise songs, Taylor literally dives onto the stage, marking the transition from the acoustic set to the moment of the era midnight. The singer jumps into an open space on the stage before we see images on the screen and on the mirrored stage itself, of Taylor swimming as if she were actually in the water.

• Costume change in Midnight Rain: During the song, Taylor makes one of her most eye-catching costume changes on stage and in a matter of seconds, surprising the audience with a new look.

• War cries: During shows, audiences created traditions of shouting specific phrases and words at the beginning, middle or end of each song. Combined and viralized on the internet, this became something standard as if it were a unique moment of exchange between the singer and her fans, as well as a way for them to participate and be immersed in the entire experience.

Forgotten experience?

To complete the power of the results of the The Eras Tour de Taylor Swift In the United States, something very peculiar began to happen. Most fans have reported a kind of “post-show amnesia”, unable to remember moments they experienced during the event. Sensation of “being out of body” or entering a dream state, were some of the descriptions, however, psychology seems to explain the strange phenomenon.

According to experts, exciting events can cognitively overload the brain, which causes people to have altered consciousness and, consequently, feel a certain disconnection with reality, in addition to the difficulty in forming memories. Basically, fans are becoming unable to process and store the entire show properly.

In fact, it's likely to be one of the things they'll remember watching for the rest of their lives. They simply encode some aspects of the event in memory and not others.

Michelle Phillips, professor of music psychology

The Eras Tour Brazil

Whenever Taylor Swift arrives in some city with his tour, plus the term Taylornomics starts to spread. A wave of spending begins to happen, and it is very common for hotels, restaurants and bars to be full for swifties. In this way, the The Eras Tour has contributed greatly to the recovery from the economic impact of the pandemic and, just as happened in the United States, this is expected to be repeated in Brazil.

From the beginning, with the announcement of several dates in Rio de Janeiro and São Paulo, the commotion was so great that Taylor's name dominated all social networks that day. However, the situation took on frightening proportions with the opening of ticket sales, which generated a real race between hundreds of fans facing all types of adverse conditions. An online waiting list of around 1 million people was formed to purchase from the Tickets For Fun, as well as long and long queues at physical ticket offices.

However, Taylor Swift it also marked Brazil with the whole situation that, over the days, started to involve money changers. Fans of the singer still faced a battle against them, with some reporting that they had even received death threats over the dispute over tickets. The problem ended up generating repercussions outside the country, but the Câmara dos Deputados soon approved the urgency regime for the project that became known as Taylor Swift Law. The measure provides for punishment for people who resell tickets to leisure events above those established by the price list.

But even before approval, a solution had already been put into practice by Tickets For Fun to identify the fans of the offenders. According to a report from The Globe, in São Paulo, a questionnaire about the singer was taking place.

The agents question whether the person is a real fan and ask questions about the singer that only a real fan would know. It looks like an oral call, they ask questions, ask for the show's setlist and ask to see the playlist on their cell phone.

Nathalia Alvarenga, student and fan

This is the grand debut of a complete show by Taylor Swift in Brazil, although the artist had previously visited the country for a brief promotional show in 2012. At the time, she performed a 40-minute performance and performed a duet with the singer Paula fernandes in the song long live.

In 2021, a tour to promote his album Lover, would pass through Brazilian lands. However, the shows had to be canceled due to the pandemic. Out of curiosity, some fans even compared ticket sales at the time with the most recent The Eras Tour, which turned out to be an exorbitant difference. In 2021, many of the tickets were available for a long time, unlike this year, in which they needed less than 40 minutes to be completely sold out. Extra dates soon became available, but tickets also lasted less than a day.

A The Eras Tour Brazil will take place on the 17th, 18th and 19th of November at Nilton Santos Stadium, in Rio de Janeiro, and on the 24th, 25th and 26th of the same month in Allianz Park, in Sao Paulo.

The Eras Tour: the film

Concert movies are not uncommon, just as they are not new to Taylor Swift who had already released recordings from his tours. Available at Netflix, Taylor Swift: Reputation Stadium Tour e Taylor Swift: The 1989 World Tour Live, available on Youtube in 4K quality, were some of the ways the singer found to celebrate and record her experiences. Plus, her most intimate studio sessions can be watched on Disney + com Folklore: The Long Pond Studio Sessions.

However, it is undeniable to say that there is something very unique and special about Taylor Swift: The Eras Tour.

Highest grossing of all time

The film records exactly what a Taylor concert is, broadcast to more than 100 countries. All scenes were filmed during the first three of the six shows the singer performed at the stadium. SoFi, in California, during the month of August. Just the announcement of the release already had a major impact on the programming of cinemas in the country, even leading to the postponement of the film. Exorcist: The Devotee e Flower Moon Assassins de Martin Scorsese.

Just like his tour, the success of Taylor Swift: The Eras Tour had an immense impact on the film industry. With a duration of 168 minutes and having premiered in the United States on October 13th, the film achieved a remarkable feat by grossing a record US$37 million on its first day of pre-sale. In the second weekend in a row, it raised a total of US$31 million in revenue. According to the Comscore, although it suffered a 67% drop from its opening weekend, the production officially became the first show film in history to surpass the US$100 million mark in North America.

The production is like a continuation of everything the tour has already provided. A collection of US$ 123,5 million was accumulated worldwide in the opening weekend, making the film an absolute box office champion. Although it was behind Joker of 2019, this is one of the most successful October releases in the United States. To give you an idea, sales in the first weekend also surpassed those of feature films. Justin Bieber and the eternal king of pop, Michael Jackson.

But something important to take into account is that the screening will only take place from Thursday to Sunday, unlike most films that have screenings every day of the week. According to Daily Mail, the reason behind this involves the singer herself, as Taylor wanted to prioritize her young fans. Taking into account the academic performance of this specific segment of her audience, she believes that watching a three-hour film during the week could harm studies, as schoolwork could be neglected in favor of the cinema.

But according to Variety, this might not be a choice Taylor Swift guided by concerns about academic life, but rather a desire to create a feeling of exclusivity. The magazine suggests that the singer chose to program her film to transform the experience into more than just a screening at the cinema. Thinking, even, about those who didn't have the opportunity to go to her shows, this would be a chance to replicate the anxiety and all the expectations to see her perform.

Taylor Swift effect in theaters

An article from CNET sought to show what can be expected from the film Taylor Swift: The Eras Tour, which has been causing great excitement in North American cinemas. But be careful, from here on, the text may contain some spoilers!

According to the author, it appears that Taylor Swift chose to exclude five songs from the setlist. According to the Entertainment Weekly, long live, No Body, No Crime, Wildest Dreams, The archer e Cardigan they were all left aside, most likely due to the length of time. For Brazilians who quickly have a great affection for the first song, they will be able to enjoy it in the final credits with moments of errors and fan videos.

Of the surprise songs that could be included in the film, Taylor chose Our Songs e You're On Your Own, Kid. Regarding costume changes, fortunately or unfortunately, fans can expect to see changes and transitions from one era to the next, in a more condensed form. Possibly, to fit the show into the feature-length format, this needed to be reworked.

As for what has been happening in cinema sessions in the United States, it is something that could happen again in Brazil, even though everything is very unpredictable. As it is a show film, the atmosphere of the environment becomes something more emotional, which is precisely the intention of the entire production, however, the effect Taylor Swift is causing more than a show lately. Fans are dancing and having fun in the rooms as if they were at the show itself, which displeased many of the spectators who claimed they couldn't even hear the singer.

With this in mind, the network Cinemark announced the Private Swiftie Parties in the United States, which would be an exclusive room for fans who want to sing and dance. According to the company, the huge screens and audio provide the perfect environment for a party with capacity for up to 40 people. Whether this experience can come to Brazil is still a mystery.

The impact on the economy

Just like her own The Eras Tour, the film of Taylor Swift is also having a positive impact on the economy in the United States' GDP, according to Bloomberg Economics.

The film achieved such a resounding and immediate success in the first hours of ticket sales that the initial accumulated revenue was US$26 million in North America alone. According to Deadline, production surpassed advance sales of films such as Avengers: Endgame, which had raised around US$16,9 million right from the start.

The film's production cost would have ranged between US$10 million and US$20 million, according to the portal Puck. The result not only covered these costs, but also generated significant pre-sales revenue, totaling around US$100 million, as reported by the cinema chain AMC. This feat set a record in the company's 103-year history.

The critic

The truth is that the film Taylor Swift: Eras Tour is on its way to becoming a major commercial and critical success, which in a way, can even be considered historic with a perfect 100% rating on R.

Taylor Swift: The Eras Tour is about showing the studios, because her concert film is not being distributed by the studios. [The film] is being distributed by the theater owner, AMC, and will make a huge amount of money. And that's it, [theatrical screening] is a format, it's a way of seeing things and sharing stories, or sharing experiences that are incredibly valuable. And if they [the studios] don't want it, someone else will. So that's just the truth.

Christopher Nolan, filmmaker

the movie of Taylor Swift it received 14 exceptional reviews, with many praising the editing, the elaborate production and the choreography, without failing to highlight the quality both for the public and for specialized critics.

The Eras Tour is an achievement to remember and a showcase of one of the biggest pop stars of all time at the height of his talent. We've known for years that Swift is a powerhouse as a performer, musician and artist, and Taylor Swift: The Eras Tour encapsulates it all in this tremendous concert film.

Collider Review

Some of the biggest outlets also praised the entire production and the mastery of what the film provides to the public.

There are many moments that audiences will be grateful to see from multiple angles. You'll see every detail of every sparkly costume Taylor wears throughout the show, as well as the mini details on his instruments – like the sparkly “13” on the guitar he plays during the Fearless era.

“Taylor Swift: The Eras Tour” radiates the same energy that reverberated through the stands each night, becoming complete with the deafening sound of the audience. Expect to leave the theaters with your ears ringing.

Deadline

It's an impressive feat. In the space of an impeccable performance, Swift intersperses moments of a fun artist, a country star and a genuine pop icon. Just as The Eras Tour proves all the time, Taylor Swift can do basically anything she sets her mind to.

NME

The entire film gives you a front-row seat to the spectacle. The stage is so big that even the best seats in the stadium – and the stratospheric-sized screens – can give you details up to a certain point. But on the big screen, the up-close scenes are glorious, whether they're focusing on Swift's cat-eye makeup highlighting her blue eyes, or the moss covering her piano, and the sweat clinging to her bangs.

USA Today

For cinema owners, whose businesses have suffered losses since the actors' strike postponed the release of several major productions like “Dune”, “The Eras Tour” is being tipped to be the second “Barbenheimer”: something that has the appeal the 'grab-your-best-friends-and-go-watch' type, like the Barbie movie; the soundscape that shocks and amazes us like “Oppenheimer”; and conditions to compete with both of these productions in terms of box office. Analysts expect an opening weekend that grosses between $150 to $200 million, meaning “The Eras Tour” has a strong chance of taking the box office crown from “Barbie,” which debuted at $162.

It remains to be seen whether Swift will shine in her directional debut, but “The Eras Tour” provides her with plenty of on-screen content. A fun presence in her big hits, like the danceable “Shake It Off” and the upbeat “Look What You Made Me Do”, Swift is even more attractive in acoustic moments that exchange her choreography for simple guitar playing.

His real talent, however, is having the humility to give and sell with a great charisma that few celebrities can have. When introducing a song, Swift insists that she had to invent an exaggerated version of herself in order for her to write it. “In my fantasy, I'm not a lonely millennial woman covered in cat hair,” she says, even though she spent the entire film looking impossibly glamorous in sky-high Christian Louboutin heels.

The Guardian

Taylor Swift: Eras Tour is directed by Sam Wrench, known for his work on concert films by artists such as Billie Eilish e Lizzo, and produced independently by Taylor Swift Productions.

In Brazil, the film opens on November 03rd in theaters.

See also: Taylor Swift fans cause earthquake | TRIO

Sources: Screen Rant, Estadão, Taylor Swift Brazil, The Globe, Daily Mail, Variety, gshow, ESPN, Glamurama, CNET

reviewed by Glaucon Vital em 01 / 11 / 23.