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.


synthesizing vast data into actionable insights that reflect each market's unique cultural and economic backdrop


grasping the distinct consumer perspectives that these diverse regions offer

@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:

Curated digital profiles:

-Instagram, Twitter, and TikTok (US)

-Weibo and Douyin (China)

Pulled 400 million unique searches to estimate the growth of each segment

Used Quilt.AI’s Sphere language and image capabilities to categorise lifestyle areas into specific segments

Glamour Seekers

These consumers are confident, bold, and comfortable with modern masculinity. They also often turn to social media to express their personal style and interests.

Actionable Insight: Collaborate with high-profile fashion influencers to create vibrant, trend-setting campaigns that resonate with this segment's desire for attention and admiration.

Vanity Vanguards

Highly image-driven, these individuals often seek validation through their appearance and are likely to engage heavily with both grooming and fashion products.

Actionable Insight:Leverage digital marketing strategies that feature before-and-after visuals and testimonials that showcase the transformative power of the products

Conscious Icons

These men aim to be recognized as modern, open-minded, and sensitive – embodying the image of "the woke good guy" in today's society by actively participating in movements related to activism and gender equality.

Actionable Insight:Design marketing campaigns that highlight their participation in these movements, showcasing products that enable them to express and amplify their desired social identities.

Youthful Trendsetters

They value beauty while still maintaining traditional masculine ideals of what it means to be good-looking. These men also tend to seek out methods of maintaining their youthful appearances.

Actionable Insight:Market products that boost physical appeal and suit active lifestyles, and focus on dynamic marketing that highlights masculine elegance.

Trusted Patrons

Despite seeing gender in traditionally binary terms, these men aren’t afraid of behaving in more feminine manners. They own their uniqueness and tend to be deeply loyal to brands that affirm their identity.

Actionable Insight:Focusing on brand narratives that celebrate individuality and personal expression will better engage this segment. Brands can also offer personalized services to maintain their commitment.

Innovation Advocates

As consumers who value knowledge, they embrace technology and innovation that enhances their lives. Wanting to stay ahead of the curve, they prefer brands that offer cutting-edge solutions that reflect their own mentality.

Actionable Insight:Market products to this segment by emphasizing innovation, utility, and exclusivity. Brands can focus on how their products integrate the latest technology and engage these men through intelligent content that speaks to their curiosity.

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.

Follow our page for more such insights. Write to [email protected] to learn about AI-powered market research and the latest consumer trends.

Visuals illustrated are to bring concepts to life only.
Request a Sphere demo
Transform the way you understand online data
Try now