By Abigail Chai, Entertainment Editor
It’s been a long time coming since global pop-phenomenon Taylor Swift made her long awaited return to stage in March of 2023- five years after her iconic Reputation stadium tour.
In those five years alone, Taylor completely redefined herself. She released four new albums, two of which were produced amidst the 2020 quarantine, and actively began her pursuit towards the ownership of her first six albums. Her fanbase has grown rapidly over the years, meaning millions anticipated her long-awaited return to the stage. On November 1 2023, millions of fans’ wishes came true, as Taylor officially announced her sixth concert tour, The Eras Tour.
With 146 shows across five continents, 53 of which were in North America alone, it’s Swift’s longest tour yet- physically and timewise. She takes fans through a journey of her 17-year career, and in her words “one era at a time”. With a setlist consisting of 45 songs, she begins the night with her 2019 album Lover, and concludes with her most recent album Midnights (2022), wrapping up the over three hour show on a dazzling high note. While a 3 hour runtime may seem beyond exhausting, Taylor consistently graces the stage with high energy, giving her 100% to every show. With 16 outfit changes, which each pay homage to her past albums, and constant singing and dancing, she delivers a night of nonstop fun to her biggest fans.
With the North American leg of the tour kicking off late-March in Glendale, Arizona, it quickly became the event of the year. The tour took over the internet, as fans constantly raved over her performances and the occasional surprises every weekend. While not every one of her fans could be in attendance, numerous fans would livestream her shows on TikTok, giving those who didn’t get tickets a glimpse into the Eras tour. Swift especially sent millions into a frenzy after instantaneously announcing the rerecording of her third album Speak Now (2010) at her hometown show in Nashville, which essentially took over social media that night. This instance is just one of many where the Eras tour created waves amongst the internet.
Despite playing to over 70,000 people per show, the shows felt oddly intimate with a fair share of heartfelt and high spirited moments. Several fans cited feeling a sense of security at shows, with a sense of collective excitement within the stadiums. Fans weren’t afraid to proudly display their love for the singer, whether it was through shouting lyrics in unison with one another or holding their heart-shaped-hands in the air. Besides being a space where fans could be themselves for a night without fear of judgment or insecurity, it was also an opportunity for Swift to convey her gratitude towards her fans. “I’ve never been this happy in my life in all aspects of my life ever,” she told the crowd at her Foxborough show. “And I just want to thank you for being a part of that”.
Following past Swift-concert tradition, fans were dressed to the nines at the Eras tour. From sparkly cowboy hats to bejeweled dresses, fans donned their best Taylor-inspired outfits.
Fans either used fashion as a way to honor their favorite era of Swift’s discography, or to make niche references of her career. However, the most crucial accessory at the eras tour were the friendship bracelets. Inspired by Swift’s song “You’re On Your Own Kid”, where she sings, “so make the friendship bracelets//take the moment and taste it”, fans took it amongst themselves to create a new tradition for the Eras tour. Bracelet trading between fans grew popular, not just serving as a fun activity, but also as a way for thousands of fans to connect to one another. Phoebe Piserchio (11), who attended the fourth Los Angeles show, expressed the joy she felt when trading bracelets with other fans that night. “It was so special to trade with other fans and get to see all the different bracelets,” She stated. “It was the cutest experience.” Costume culture at the Eras tour was more than just looking your best; it was part of the experience.
With Taylor playing exclusively in stadiums in the U.S., she performed to an average of 72,459 people per show. With such high attendance, the Eras tour is projected to gross over $1 billion dollars, meaning Swift would hold the record for the highest earning tour in history. And the Eras tour earnings go beyond just net profits. As fans waited years for the pop star’s return to stage, there was a great enthusiasm towards her concert dates which countless fans were ready to spend thousands of dollars for. Considering travel fees, hotel accommodations, and elaborate costumes, there was a huge spike in consumer spending during the summer, simply because fans were ready to go all out for Swift. Several cities which she visited this summer experienced a boost in local economies, especially in the hotel industry. During her visits, the average revenue per hotel room increased more than 4 percent over the national average, CNBC reported. Many credit Swift, along with the release of Greta Gerwig’s Barbie and Beyonce’s Renaissance tour to have greatly boosted the U.S. economy this summer.
The Eras tour success goes beyond the stage as Swift is bringing her concert to the big screen. Partnering with AMC, the popstar is officially releasing her concert film, which fans can begin watching on October 13. The film shattered AMC’s record for most presale tickets bought on the first day, surpassing “Spider-Man: No Way Home”. The film is expected to earn $100 million, a rare achievement for theatrically released concert-films.
The Eras tour is far from over, meaning its cultural and economical impact is still evolving. While Swift is at the pinnacle of the music industry, her growth is nowhere near finished. What some might find impossible to ascend even further, she continues to prove the media wrong, finding new ways to influence the charts and now, the economy; Taylor Swift is truly a mastermind.
Photo Rights Reserved to (Kevin Mazur/Getty Images for TAS Rights Management)
