Having won twelve Grammys among countless other awards, Taylor Swift’s talent as a singer and songwriter has been established since her debut album in 2006. Her songs cross genres of music from country to alternative, and her music has impacted a new generation of artists such as Phoebe Bridgers and Olivia Rodrigo. Debatably, one of Swift’s greatest accomplishments is her Eras Tour, which has blossomed into a cultural and economic phenomenon since its announcement in November of 2022. Whether you’re a die-hard Swiftie or not, one thing is indisputable: Taylor Swift’s Eras Tour has truly captured not just the music scene, but the world itself. 

A large part of the Eras Tour’s success has to do with the social media frenzy surrounding it. Fans are entranced by the event, with Swift herself having 272 million followers on Instagram. Posts and videos chronicling the concert experience are ubiquitous on platforms like Instagram and Tiktok. By sharing the excitement they feel while listening to Swift belt out her hits, attendees have transformed the three-hour concert into the event of a lifetime. 

Tickets to the Eras Tour are notoriously expensive, with some super-fans paying thousands of dollars to watch the singer perform. According to Style Caster, original tickets were anywhere from $49 to $499. However, resale tickets can cost up to fourteen times their face value counterparts. With her popularity and enormous ticket sales, it is no surprise that the North American leg of Swift’s tour is set to gross around 2.2 billion dollars. In comparison, the current crown-holder for the most successful tour of all time is Elton John’s Farewell Yellow Brick Road tour, which went on for five years, and brought in $939 million, less than half of what the Eras Tour is projected to generate. Evidently, if her music doesn’t impress the average listener, Swift’s economic power certainly will.

Furthermore, the economic performance of the Eras Tour stretches far beyond Swift—it encompasses the US economy. For instance, as a way to pay homage to the singer, fans have adorned their wrists with friendship bracelets to trade with one another, a process that often takes hundreds of beads and sequins. As a result, beads and sequin sales have skyrocketed, with USA Today reporting that Michaels Stores’ sales in their bead and jewelry categories increased by 300% in certain cities. Local businesses have also profited greatly, and there have even been bead and sequin supply shortages. Other economic profits originate from the outfits, inspired by Swift’s albums, that fans wear to the concert. Even tourism and public transit industries have benefited from the tour. Summing it all up, Time has estimated that the tour will add around 5 billion dollars to the US economy . 

Taylor Swift and her tour have become ingrained in modern society’s culture as well, both in the US and worldwide. US state governors have extolled Swift for the profit made off her tour. Even global leaders have noted Swift’s popularity, with Chilean President Gabriel Boric and Canadian Prime Minister Justin Trudeau requesting Swift to visit their countries and perform. 

All jokes and politics aside, it is clear that the Eras Tour has a unique position in modern culture. Some may say that Eras’ popularity is a testament to the Swiftie strength or Taylor’s talent; however, Swift’s success also has to do with the timing of her tour. The Eras Tour caters to a recovering world, one that is healing from the COVID-19 pandemic and its grief. Each day, more and more headlines seem to pop up, each of which report of a new source of economic decline and crisis. Specifically, in the entertainment industry, movies and television shows can be streamed from a plethora of platforms, leading to the decline of the traditional, old-school movie theaters. In the midst of a rapidly changing world, the innovation and joy of music provide a stable support for individuals. Music unites people in a distinct fashion, and the Eras Tour highlights this. Its charm revolves around the innocence and nostalgia associated with it. By attending, people are whisked away to a three-hour escape from reality, one filled with loud sing-alongs, sequins, glitter, and lots of friendship bracelets. 

Information retrieved from The New York Times, Time Magazine, CNN, and Style Caster.