Taylor Swift’s Eras Tour is travelling around the globe and is on track to gross more than $1 billion (£770 million) by the end of 2024. Last year it became the first tour to surpass that amount.
Economists even talk about the “Swift effect” or Swiftonomics. Rumours suggest that the impact of the tour may have played a role in the Bank of England’s deliberations before cutting interest rates earlier this month. Given that nearly 1.2 million fans attend concerts in the UK, each of them spending an estimated £848 on the overall concert-going experience, the spending spurt triggered a short-term spike in inflation.
Of course, there’s a marketing machine running at full speed behind the scenes, but Swift has that extra something when it comes to connecting with her fans. Ten years ago, when Tumblr was still around, she had already mastered the art of fan engagement. Remember Swiftmas 2014? She sent 32 fans gifts.
Today, she chats with more than 280 million followers on Instagram like it’s a casual group text. Didn’t she even say in her documentary that her superfans coined the term Swiftie?
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“The authenticity of the fan community is fascinating from a social documentary, photographic perspective. It is a world of its own. It has its own language and codes that proudly suggest belonging.”
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“The handmade friendship bracelets inspired by Swift’s album Midnights are a story in themselves. Nothing says ‘Swiftie for life’ like exchanging homemade jewelry with strangers.”
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“Swift’s lucky number is 13, which is tattooed on the hands of her fans.”
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“In the Taylor Swift era, fashion is no longer just about clothes – it’s about living the stories and emotions that her music brings to life.”
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“Swifties bond over stories of past concerts and their favorite albums.”
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“The tickets are sold out. It is common knowledge that no amount of money or words will buy you a ticket.”
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“These aren’t just costumes; each of Swift’s musical eras has inspired a distinctive style that fans have embraced with gusto, creating a vibrant fashion culture that reflects the evolution of their idol.”
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“Swift’s official T-shirts often feature memorable lyrics, quotes and phrases from her songs, albums or public statements and have become a popular way for fans to express their connection to her music and personality.”
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“From the cowboy boots of Fearless to the edgy black leather of Reputation, from the vintage glamour of 1989 to the pastel dreaminess of Lover or the cozy cottagecore vibe of Folklore, maybe even a ballgown reminiscent of You Belong With Me, the outfits are as unforgettable as the songs themselves.”
