As Taylor Swift’s Eras Tour sweeps across the globe, it’s on track to gross more than $1bn (£770m) by the end of 2024, having already become the first tour to pass that figure last year.
Economists have even started talking about the “Swift effect” or Swiftonomics. Rumour has it that the tour’s impact may have played a role in the Bank of England’s deliberations before cutting its interest rate at the start of this month. With almost 1.2 million fans attending concerts in the UK, each spending an estimated average of £848 on the overall experience of attending the concerts, the surge in spending sparked a short-term bump in inflation.
‘Infectious energy that could only come from dedicated Swifties who had travelled from all corners of the UK and beyond. Being from Scotland and not into football meant I was visiting Wembley for the first time.’
Sure, there’s a marketing machine running at full steam behind the scenes but Swift has the Midas touch when it comes to connecting with her fans. A decade ago, back when Tumblr was still a thing, she was already mastering the art of fan engagement. Remember “Swiftmas” in 2014? She sent presents to 32 fans.
Nowadays, she’s chatting 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?
‘The authenticity of the fan community is fascinating from a social-documentary, photographic point of view. It is a world in its own right. It has its own language and codes that proudly suggest belonging.’
‘The handmade friendship bracelets inspired by Swift’s album Midnights are a story in their own right. Nothing says “Swiftie for life” like trading homemade jewellery with strangers.’
‘Swift’s lucky number is 13, inked on her fans’ hands.’
‘In the Taylor Swift era, fashion isn’t just about clothes – it’s about living the stories and emotions her music brings to life.’
‘The DIY aspect of Swiftie fashion is particularly striking.’
‘This era isn’t just about Swift – it’s about the fans. Swifties don’t just listen to the music; they wear it. They’re like living, breathing Taylor Swift mood boards.’
‘Fans pour their creativity into hand-painting jackets and crafting accessories that incorporate lyrics, song references and imagery from her discography.’
‘Around the stadium the scene was vibrant, filled with groups of friends dressed in glittering outfits.’
‘Swifties bond over stories of past concerts and their favourite albums.’
‘Tickets are sold out. It’s a well-known fact that one can’t get a ticket for love nor money.’
‘These aren’t just costumes; every one of Swift’s musical eras has inspired a distinct style, embraced by fans with enthusiasm, creating a vibrant fashion culture that mirrors the evolution of their idol.’
‘Swift’s official T-shirts often feature memorable lyrics, quotes and phrases from her songs, albums or public statements. They’ve become a popular way for fans to express their connection to her music and persona.’
‘From the cowboy boots of Fearless to the edgy black leather of Reputation, the vintage glam of 1989 to the pastel dreaminess of Lover or the cosy cottagecore vibes of Folklore, perhaps a prom dress that recalls You Belong With Me, the outfits are as memorable as the songs themselves.’
‘Everyone was part of something special, united by their love for “Tay Tay” and the anticipation of an unforgettable night.’