August 7, 2023
The Taylor Swift Eras Tour Phenomenon

Brand Insights in 3 Sentences: Whether a Taylor fan or not, the concert is a monocultural event and one that virtually everyone knows about. Her reach and influence extend so far and wide that organizations like tourism boards are creating special tour packages for concertgoers and fashion companies are curating collections of concert outfits. As her global tour continues, we expect to see a lot more brands across different industries jumping on board to tap into her popularity and hopefully increase sales.

It’s hard to encapsulate the phenomenon that is Taylor Swift’s The Eras Tour or how it’s become as big as it is. To provide some perspective, she broke the record for the most concert tickets sold by an artist in a single day, is credited for fueling the economies of all the territories she performed at and is currently on track to becoming the very first $1 billion concert tour.

Fans are filming themselves sobbing about not getting Taylor Swift tickets on TikTok and tailgating outside her concert (an estimated 20,000 people just in Philadelphia) just to hear her sing. Media outlets have even coined the term “Swiftmania”, the 21st-century equivalent of Beatlemania, which described the fanaticism surrounding the rock band the Beatles in the 1960s. …you get the picture. This concert is a huge deal.

@shaytrav Swifties, you’re amazing ♥️ #taylorswift #erastournight2 #erastourphilly #erastourphiladelphia #swifttok @Taylor Swift @Ava (Taylor’s version) ♬ original sound - Shay Trav

We could not complete our music series without talking about Taylor, so we decided to sprinkle a little of Sphere’s AI-analysis on to her tour and content from it to gather a few insights. Here’s what we found:

Visuals illustrated are to bring concepts to life only.

Visuals illustrated are to bring concepts to life only.

Concertgoers are also going the DIY route by thrift flipping and bedazzling their own accessories to wear, which many independent artists and craft stores have also tapped into.

Read more AI-powered analysis of Taylor Swift’s album eras.

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Visuals illustrated are to bring concepts to life only.
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