Gillette Stadium, Massachusetts. May 20, 2023. 

A date that will go in time as one of the greatest concerts ever that would leave an indelible mark in the history of Taylor Swift’s legacy. A name that needs no introduction whether you identify as a ‘Swiftie’, or not a Swift fan at all. 

“It felt like a shared adventure, strengthening our connection with Taylor and making the more than three-hour-long concert an unforgettable, extraordinary experience,” shared an enthusiastic fan on her IG.

By the end of it, Swift would stand, drenched on the stage, a testament to the fact that even the elements cannot stop the force that is her ‘Eras Tour’.

The tour, along with her other successful moments of the year such as the most streamed artist of 2023, gets her Time‘s Person of the Year accolade, making her the first person from the arts and entertainment to get the honour.

Magnum opus that is Eras Tour

The Eras Tour journeys through Swift’s musical “eras”. An homage to her albums, it’s her biggest with 146 shows across five continents, which began on Mar 17, 2023 and will go on till Nov 23, 2024.

The more than three-hour show features 44 songs, performed by Swift in ten acts, all completely different from one another.

Swifties went berserk as soon as tickets for Taylor Swift’s Eras Tour went live, causing Ticketmaster, the ticketing company, to crash – a clear indication of the artist’s staggering popularity.

To book the tickets, 3.5 million people had registered on the website (the largest ever for the portal), out of which 1.5 million were granted access when the tickets went live. 

When the fans vented their frustrations to various social media platforms, ‘Ticketmaster’ finally announced that the general on-sale for tickets had been cancelled due to extraordinary demand and insufficient ticket inventory. This made the pre-sale the sole opportunity to have secured seats for the concert. 

The average attendance per concert for the Eras Tour has been 72,459! This is more than Ed Sheeran, Adele or Beyoncé and Jay-Z’s “On the Run II Tour” in 2018 which had 66,000 attendees. In India, Arijit Singh concerts have drawn a highest of 50,000, as per sources.

The unnerving force that Swift’s fans are, they caused an earthquake of 2.3 magnitude during the Eras Tour concert at Lumen Field, Seattle!

The cheapest ticket for the tour, anywhere in the US, starts from $49 (₹4,055) to $449 (₹37,154). VIP packages go as high as $199 (₹16,466) to $899 (₹74,391) on a first-come, first-served basis.

However, in Mar 2023, the tickets for the Las Vegas leg went up to a whopping $95,000 (₹78.61 lakh). These are just prices reported by the authorised ticket-selling entities. The unauthorised sales may have gone much higher!

According to local newspapers, even the parking prices at California’s Levi’s Stadium went from $139 (₹11,502) to $625 (₹51,718).

Such is the scale of the tour, the crew associated with the tour has been split into two parts. When Swift is performing in a city, the second crew is already setting up the store in another city, so Swift can fly there and save time! 

The Eras Tour Movie

On Sept 1, Swift took to Instagram to announce a movie where the fans will be able to ‘experience the concert film in theatres’, releasing on Oct 13. The presales of the movie crossed $10m (₹82 cr) in just a day, according to reports.

Reportedly, the presales now have defeated Spider-Man: No Way Home, which previously held the record of highest ever presale of tickets in 24 hours.

An entertainment giant, AMC theatre’s website also crashed, once Swifties went there to book the tickets for the Eras Tour Movie.

Fearing a competition against the unstoppable force that is Swift, movie release dates were shifted to avoid clashing with Swift’s movie. ‘The Exorcist: Believer’ has shifted the release date one week earlier now.

Impact on the economy

Taylor Swift is not just a singer or a songwriter, she is a marketing and business genius. She comes head-to-head with some of the modern-day disruptive business gurus. Consider the following stats. 

A projected gross of $2.2bn (₹18,204 cr) in North American ticket sales alone has been reported by local media. 

On average, a fan that would be going to the Swift concert is estimated to spend $1,300 (₹1.07 lakh). This is the amount spent by a fan on the concert, accommodation, food, and merchandising, adding to the local economy where the concerts are held. According to a study, 91% of the same individuals who have spent $1,300 for the concert say they would do it again!

Every night that Swift had a concert in Chicago, 44,000 hotel rooms were running at full capacity. Philadelphia also saw the strongest hotel bookings in the state since the pandemic began, according to the Federal Reserve’s Beige Book.

By the end of the US and world tour, Taylor Swift will make $1.4bn (₹11,584.81 cr) for herself. By March 2024, the Eras tour will surpass the $1bn mark, making it the biggest tour ever in the industry. Interestingly, the second best, Elton John’s ‘Farewell Tour’, just concluded in July 2023, with $939m (₹7,770.09 cr).

Dan Fleetwood, president of QuestionPro Research, reportedly stated that the tour will add an amount of $5bn (₹41,374.32 cr) to the US alone. 

This means that if Eras Tour was a country of its own, it would have a GDP that would eclipse more than 50 countries! 

A boost to the local economies

Los Angeles made $320m (₹2647.95 cr) for the six days Swift was there for the concert. It provided temporary or permanent jobs to over 3,300 people in the city. 

That’s why Chicago Governor JB Pritzker thanked Swift and the Swifties for reviving the tourism and hotel industry in Chicago post-pandemic. Even the Federal Reserve of the USA credited Swift for fueling national tourism.

Not only the US leaders, the Chilean president, mayor of Budapest, and Canadian PM Justin Trudeau have also reportedly sought Taylor Swift to perform in their countries!

‘Life-changing’ generosity of Taylor Swift

Many from Swift’s crew have spoken about the ‘life-changing’ generosity of the artist. According to reports, on July 29, Swift gave a bonus of $1,00,000 (₹82.74 lakh) to each of the 50 truck drivers involved in the logistics of the tour.

According to a report, Swift has given a $55m (₹455 cr) bonus to her band members, dancers, lighting, sound technicians, and caterers.

However, changing lives for Swift is not only limited to her crew now, as she will be shaping more young lives with her cultural impact on the academics around the world. 

Swift’s songs are now integrated into university courses ranging from literature to social psychology. Universities such as Ghent University in Belgium, the University of Texas at Austin, New York University, Stanford, and Arizona State University have all incorporated Swift’s lyrics and discography into their curriculum, exploring her cultural influence.

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