Impact of the Eras Tour

Taylor SwiftatU.S. Bank Stadium,Minneapolis,as part of the Eras Tour in 2023

Publications and critics have analyzed the cultural, economic and sociopolitical influence ofthe Eras Tour,the 2023–2024concert tourby American singer-songwriterTaylor Swiftandthe highest-grossing tour in history.Driven by a fan frenzy calledSwiftmania,the tour's impact is considered an outcome ofSwift's wider influenceon the 21st-centurypopular culture.Pollstarcalled the tour "The Greatest Show on Earth".

The Eras Tour, as Swift's first tour after theCOVID-19 lockdowns,caused an economicdemand shockfueled by the public's increased affinity for entertainment. It recorded unprecedented ticket sale registrations across the globe, including a virtual queue of over 22 million customers for the Singapore tickets. The first sale in the United Statescrashed controversially,drawing censure frombipartisanlawmakers, who proposed implementation of price regulation and anti-scalpinglaws atstateandfederallevels. Legal scholarWilliam Kovaciccalled it the "Taylor Swift policy adjustment".Price gougingdue to the tour was highlighted in the national legislatures of Brazil, Ireland, and the UK.

Characterized bytrickle-downandmultipliereffects, elevated commercial activity and economy were reported in the cities the tour visited visited, boosting local businesses,hospitality industry,clothing sales, public transport revenues, and tourism.Fortuneestimated the tour's net consumer spending to be $4.6 billion in the US. Cities such asGelsenkirchen,Minneapolis,Pittsburgh,Santa ClaraandStockholmrenamed themselves to honor Swift; a number of tourist attractions, including theCenter Gai,Christ the Redeemer,Space Needle,Marina Bay SandsandWillis Tower,paid tributes and hosted special events. Politicians such as Canadian prime ministerJustin Trudeauand Chilean presidentGabriel Boricpetitioned Swift to tour their countries, whereas government executives in Indonesia, New Zealand, the Philippines, Taiwan, Thailand and somestates of Australiawere expressly disappointed at the tour not visiting their venues.

Journalists dubbed Swift the cultural highlight of 2023. Beyond sold-out stadiums, the Eras Tour attracted large crowds of ticketless spectatorstailgatingoutside the venues, such as over 60,000 people inPhiladelphia,and was a ubiquitous subject innews cycles,social media content, and press coverage.Seismic activitywas recorded inEdinburgh,Lisbon,Los AngelesandSeattledue to the audiences. Onrecord charts,Swift's discographyexperienced surges in album sales and streams; she became the first living artist to have seven albums in the top 40 of theBillboard200and the first to chart six albums in the top 10 of theARIA Albums Chart.Her 2019 song "Cruel Summer"achieved a newfound popularity and became one ofher most successful singles.Theaccompanying concert film of the tour,which became the highest-grossingconcert filmof all time, featured an atypicalfilm distributionstrategy that bypassedmajor film studiosto directly partner with movie theaters and caused a number of other films to shift their release dates.Timenamed Swift thePerson of the Year,making her the first and only person inthe artsto achieve the honor.

Demand and geopolitics

American singer-songwriterTaylor Swiftis often recognized for her success andcultural impact.Herconcert tourshave all been increasingly lucrative.After taking a break from touring due tothe impactof theCOVID-19 pandemic,she announced the sixth headlining concert tour of her career,the Eras Tour,in November 2022.The first United States leg of the tour was announced in November 2022, with 27 concerts across 20 cities.TheLatin American,European, Australian and Asian dates were announced in June 2023, visiting 26 cities; popular demand led Swift to increase the number of tour dates in all the continents multiple times.In the end, the Eras Tour became the most expansive tour of Swift's career domestically and globally, with 62 US shows and 90 international shows, for a total of 152 shows.

World leaders such as Chilean presidentGabriel Boric(left) and Canadian prime ministerJustin Trudeau(right) openly requested Swift to bring the Eras Tour to their countries.

The tour demonstrated Swift's geopolitical impact. Some countries that were expected to receive dates for the tour were absent in Swift's announcements in June 2023, drawing dismay and demands from theSwiftiesand officials in those territories.Billboardreported that politicians and government officials were "clamoring for a glimpse of the Eras Tour".

Gabriel Boric,the 35thpresident of Chile,wrote to Swift, requesting her to bring the tour to Chile.Members of the Canadian Parliamentfiled a grievance with theSpeaker of the House of Commons,displeased with the Eras Tour "snubbing" Canada.Canadian Prime MinisterJustin Trudeauthen invited Swift to tour Canada; one month later, Swift announced six shows inToronto,followed by three shows inVancouverlater that year.

Mayor of theHungariancapitalBudapest,Gergely Karácsony,wrote a letter to Swift, requesting the tour in Hungary.Vice-President of the European Commission,Margaritis Schinas,exhorted Swift to help reverse the "historically low" voter turnout inthe upcoming European Parliament electionby speaking about it on the European leg of the Eras Tour.In 2024, thePrime Minister of Sweden,Ulf Kristersson,attended the tour inStockholmand noted the tour's economic impact on Sweden.John Swinney,theFirst Minister of Scotlandaddressed Swift in a direct message and claimed Scotland is "thrilled" to host the show and the Swifties.

In Australia, the Eras Tour visited Sydney and Melbourne for seven dates in total; politicians andSwift's fansin the excludedAustralian states(Queensland,South Australia,andWestern Australia) expressed their dismay at the tour not visiting their major cities (Brisbane,Adelaide,andPerth,respectively).ABC Newsjournalist Antonia O'Flaherty reported that Brisbane was "definitely holding dates" for the tour atLang Parkbut was dropped after finalized Asian and European dates left only two weeks for Australia.New Zealand finance ministerGrant Robertsonstated, although he was disappointed and despite Swift's popularity and the potential economic boom, he would not spend public money on campaigning for the tour. Nick Sautner, CEO of Auckland'sEden Park,claimed he could not compete with the funding of Australia's Eras Tour campaign.In addition, Eden Park had only one concert slot left in 2024 and a noise curfew of 10:30pm without requiring a newresource consent.

InTaiwan(Republic of China),Jaw Shaw-kong,a member of the oppositionKuomintangparty, stated in a televised debate as part ofthe campaignspreceding the2024 Taiwanese presidentialandlegislative body electionsthat he had invited Swift to hold a concert at the newly inauguratedTaipei Dome.He claimed that Swift initially agreed to perform but later declined due to "geopolitical risks" —the nature ofthe bilateral relations between Taiwan and the People's Republic of China.British newspaperThe Independentopined that the elections have been "heavily targeted in[Chinese] state mediapropaganda as a choice between war and peace ", amid increasedChinese militaryactivity around Taiwan. TheTaiwanese Ministry of Cultureneither denied or confirmed Jaw's claims but said several international artists have performed in Taiwan.KaohsiungmayorChen Chi-maidescribed Jaw's claim about Swift as an attempt to manipulate voters.Swift included neither China nor Taiwan in the Eras Tour,despite her large fanbases there.

Unprecedented demand for the Eras Tour tickets were further reported in countries such as Argentina (three million customers),Australia (four million),Canada (31 million),France (one million),and Singapore (22 million).Spanish association football clubReal MadridpetitionedLa Ligaofficials to reschedule their final match of the season to accommodate an additional Eras Tour show at theirhomevenue,Santiago Bernabéu Stadium.

Singapore's exclusivity in Southeast Asia

Filipino drag queen and Swift impersonatorTaylor Sheeshemulating the Eras Tour atSM Seaside City,a mall inCebu City,Philippines.

The Eras Tour caused adiplomatic crisisinSoutheast Asia.Singaporewas the region's only country included in the tour, receiving six dates, while Thailand, Indonesia, and the Philippines were not included despite much anticipation.Media outlets had reported large crowds of fans gathered in various Philippine malls to watch recreations of the tour byTaylor Sheesh,a Filipinodrag queenand Swift impersonator.Quartzreported that the Indonesianminister of tourism and creative economy,Sandiaga Uno,had taken note of the tour skipping Indonesia, Southeast Asia's largest economy, and decided to ease the permit process for international touring acts.Academics and critics in Indonesia also agreed that theIndonesian governmentshould amend its policies to host musical efforts such as the Eras Tour.

Thailand prime ministerSrettha Thavisin(left) accused Singapore of luring the Eras Tour away from otherSoutheast Asiancountries. Singaporean prime ministerLee Hsien Loong(right) defended it as a "successful arrangement" of his government.

In February 2024,Bangkok Postreported thatSrettha Thavisin,thePrime Minister of Thailandsince 2023, expressed his disappointment with Singapore exclusively hosting the Eras Tour amongst the member countries ofASEAN,an international union of Southeast Asian countries. He claimed that theSingaporean governmentoffered subsidies of $2 million–$3 million per show in exchange for exclusivity.Emphasizing her global appeal, Thavisin stated thatThaiSwifties "had been eagerly awaiting the chance to experience Swift's musical magic live."Pita Limjaroenrat,leader of theMove Forward Party,had previously petitioned Swift to bring the Eras Tour to Thailand; he noted that the country had become ademocracyin the years following the2014 Thai coup d'étatthat led to the cancellation of her show inBangkokonthe Red Tour.

Joey Salceda,member of theHouse of Representatives of the Philippines,criticized Singapore for the exclusivity deal, not being a "good neighbor", and disregarding the principles of solidarity upon which ASEAN was founded. He demanded that the PhilippineDepartment of Foreign Affairsseek an explanation on the deal from theSingaporean embassy to the Philippines.Uno also expressed disappointment, claiming that "Indonesia was eager to replicate the success ofSwiftonomics,which has hugely benefited the tourism industry in Singapore and Australia.

In response, theSingapore Tourism Board(STB) published a statement confirming that they did provide a "grant" to bring the tour to the country, and that theMinistry of Culture, Community and Youthworked with the tour's promoter,Anschutz Entertainment Group(AEG).MinisterEdwin Tongrefused to disclose any exact figures,adding that the total sum of the grant is not as high as what is being claimed.Singaporean diplomatBilahari Kausikanargued that Singapore, as a smallcity-state,cannot afford to be "inefficient" like its neighbors due to competition, and asked "are we supposed to hold ourselves back just because some of our neighbours are slow?" He praised the STB for quickly securing the deal with Swift.Hariz Baharudin ofThe Straits Timesopined that Singapore attracted Swift by offering connectivity, infrastructure and security unlike other Southeast Asian countries.

On March 5, 2024,Lee Hsien Loong,thePrime Minister of Singaporesince 2004, was interrogated on the issue in an ASEAN press conference with Australian prime ministerAnthony Albanese;Lee confirmed that the grant did contain exclusivity terms but assured that it was not a hostile move towards other Southeast Asian countries.The Straits Timescorrespondent Anjali Raguraman reported that Tong's team, also consisting of representatives ofSport Singaporeand the management ofSingapore Sports Hub,flew to Los Angeles to negotiate with Swift's agent before any international tour dates were confirmed and requested for Singapore to be "the host at the end of any particular segment of the tour", facilitating addition of more dates in case of higher demand. The Eras Tour in Singapore was extended to an additional week for six shows in total, after the first three shows quickly sold out.

Members of theMalaysian United Indigenous Party,including the deputy presidentAhmad Faizal Azumu,called for thegovernment of Malaysiato answer for its "failure to secure" the Eras Tour. The issue was subsequently escalated in theParliament of Malaysiain March 2024;Chong Zhemin,the MP ofKampar,askedthe governmentto address claims that Malaysia "failed to seize the opportunity" to host Swift following reports that the country would. Deputyyouth and sports minister,Adam Adli,responded that Swift never offered to tour Malaysia under the government's joint contract with the sports advisory company Sportswork and the event/venue promoterASM Global;Sportswork clarified that the Eras Tour was never part of the deal with ASM. However, the MP ofStampin,Chong Chieng Jen,blamed theMalaysian Islamic Partyfor repelling international musicians such as Swift away from Malaysia due to itsIslamistcensure of foreign acts.

Price regulation in the Americas and Europe

In the US, inefficient presale of the Eras Tour tickets byTicketmasteron November 15, 2022, resulted ina highly publicized controversy.Before the presale, Ticketmaster reported that it received a record-breaking 3.5 million registrations.CNN Businessstated that the "astronomical" demand indicated Swift's popularity.On the presale day, Ticketmaster's website crashed and froze due to "historically unprecedented demand".Greg Maffei,chairman ofLive Nation Entertainment,said Ticketmaster prepared for 1.5 million verified fans, but 14 million showed up.Ticketmaster also cancelled the November 18 sale due to their inability to meet demand.Swift's fans, upset and enraged with the debacle, accused Ticketmaster of deceit and poorcustomer service.The topic soon became a subject of public criticism and political scrutiny, asconsumer groupscriticized Ticketmaster for its allegedly flawed and incompetent systems.US lawmakers, includingattorneys generaland members of theCongress,took notice of the issue,which became a subject of multiple congressional inquiries.TheUS Department of Justiceopened anantitrustinvestigation into Live Nation Entertainment and Ticketmaster.

US presidentJoe Bidenpressuredticket platformsinto eschewingsurprise feesfrom ticket prices followingthe Eras Tour fiasco.

Media publications deemed the controversy a testament to Swift's influence and said it could bode well for the music industry by propelling conversations about economic inequality and antitrust laws in the US.Inspired by the fiasco, various US Congress andstate legislaturemembers proposed and enacteda string of billsto ban scalping bots and regulate pricing model.The USFederal Trade Commissionproposed to outlawjunk feesin the country following the controversy, and theNational Economic Council,headed by AmericanPresident Joe Biden,pressed platforms to abandon junk fees in all prices—not just event tickets but for resort bookings and rental costs as well.American legal scholarWilliam Kovaciccalled the move "the Taylor Swift policy adjustment."According to Carolyn Sloane, assistant professor of economics at theUniversity of California, Riverside,the tour's fiasco spurred mass political action as Swift "has scaled her talent through demographic technology".Following thebipartisancensure of Ticketmaster at aUS Senatehearing,Billboardopined that Ticketmaster had the public's despise and thus made an "easy target for rare bipartisan political action".The Washington Poststated the tour fiasco "was so bad it united the parties",whereasCNN,in an article titled "One Nation, Under Swift", said that Swift's fans united thetwo partiesin a way "theFounding Fathersfailed to anticipate ".

The tour's difficult ticket sales garnered international political attention as well.Forbesreported widespread scalping of the tickets in the United Kingdom, with immediate re-listing on sites likeStubHuband Viagogo for extortionate prices.Viagogo responded that "the European leg of Taylor Swift's Eras tour has been long anticipated. We've not seen anything like this sincethe Beatlesand with tickets having only just gone on sale, demand is at its peak right now ".Reutersreported that the resale prices of Eras Tour tickets were US$1000 more than other touring acts.Kevin Brennan,aMember of ParliamentfromCardiff,demanded a debate in the UKHouse of Commonson ticket scalpers and thegovernment's plans to tackle them.In Ireland, politicianThomas Pringlespoke in theDáil Éireann,thelower houseof theIrish Parliament,criticizing the "rampantprice gouging"in Dublin during the tour's stop in the city as" disgraceful display of greed "by local hotels.William Watson, writing for theFinancial Post,opined that the lawmakers from theLiberal Party of Canada,including Trudeau, will attempt to "nationalize"the distribution of the tour's tickets in Canada in an attempt to win over Swift's fans forthe upcoming elections.In Brazil, more than 10 scalpers were arrested for trying to resell tickets originally priced at aroundR$6,000 (US$1,250) at significantly higher prices. Simone Marquetto, a member of theBrazilian Chamber of DeputiesforSão Paulo,proposed increasing the maximum prison sentence for scalping from one year to four years andfinesup to 100 times the price set by scalpers.

Economy and commerce

See also:Economic impact of the COVID-19 pandemic

Swift performing atSoFi StadiuminInglewood, California,on August 9, 2023.

The Eras Tour fueled the commerce and economies of various cities and territories.According toBillboard,"the arrival of Eras in a new town every weekend brought with it not only an avalanche of hype, media attention and near-groveling from the host cities, but enough traveling business to give local economies a notable boost."Financial analysts called it the "TSwift Lift" to the economy after theCOVID-19 recession.The Wall Street Journalcoined the term "Taylornomics" to explain the economics involved in and around the Eras Tour. Economist Mara Klaunig stated that "people are willing to travel far and wide to see [Swift]", making the tour a unique case of economic study.A number of business executives reported the tour's favourable impact on their companies' performance.

Local business

TheFederal Reservecredited Swift with boosting the US economy at large.According toBloomberg Economics,the Eras Tour contributed US$4.3 billion to theGDPof the US.In urban areas, the tour boosted thehospitality industry,including hotels,local businesses and tourism revenues by millions of dollars.TheRobb Report,citing analysis byMastercard,reported an extra $100 million in sales by restaurants in the US in 2023.Various restaurants, bars, parks and other businesses organized Swift-themed activities and events, as well as special menus.Such Swift-themed eatables and articles quickly ran out of stock in various food outlets and retailers.The economic impact of Swift's Eras tour has been compared to sporting events such as theOlympic Games,Super Bowl,andFIFA World Cup.

The tour replenished the economy of Las Vegas to "pre-pandemic levels".

In theWestern U.S.,the first shows inGlendalewere more profitable for local businesses thanSuper Bowl LVIIone month earlier.TheLas Vegas Convention and Visitors Authoritycredited the tour with restoring the economy of Las Vegas to "pre-pandemic levels".The tour's two nights inDenverwere projected to add $140 million intoColorado's economy.InSeattle,downtown hotels reported a record $7.4 million in revenue, $2 million more than the record set by theMajor League BaseballAll-Star Gameearlier in the same month.Hotel occupancy rates inSanta Clarawere at least 98% weeks before the tour arrived to the city.The tour's two nights generated an estimated $33.5 million in economic impact toSanta Clara County,comparable toNational Football Leaguematches.

Alabor unionrepresenting hotel workers from 60 hotels inLos AngelesandOrangecounties were at strike since their contracts with the hotels expired on June 30, 2023. One week before the Eras Tour's six Los Angeles concerts, the union protested outside theHyattRegency LAX with posters inspired by the Eras Tour aesthetics and an open letter to Swift, which claimed that her concerts make the hotels "a lot of money" and urged her to postpone the concerts in solidarity with the strike.A dozen Californian politicians, includingEleni Kounalakis,theLieutenant Governor of California,signed a petition asking Swift to postpone the concerts.The tour in Los Angeles generated a $320 million boost to the county's gross domestic product (GDP).

Japanese economist Mitsumasa Etou called Swift's four-day stop in Tokyo (pictured) as "Japan's biggest ever musical event".

In theSouthern U.S.,the three-day stop inTampacaused a huge increase in demand for hotel rooms, car-parking services and clothing stores;the concerts generated US$730,000 in taxes for the city.According to theHouston First Corporation,the three-night stop atNRG Stadiumresulted inHouston's highest hotel revenue week of 2023.Nashville, Tennesseereported $28 million in hotel revenue from two nights.

All hotel rooms, restaurant reservations, and train tickets were sold out inBostondays before the Eras Tour shows in nearbyFoxborough, Massachusetts.PerBooking,the average hotel room prices inPittsburgh,MinneapolisandKansas Cityincreased three to five folds in anticipation of the tour; the hotel occupancy rate inAllegheny County, Pennsylvaniaapproached 100% and reservation platforms crashed due to web traffic.In theGreat Lakes region,Chicago's Eras Tour dates marked the highest hotel occupancy in the city's history,contributing to the state ofIllinoisrecording its highest hotel revenue ever in afiscal year.Eras Tour-related consumer spending inCincinnatiwas estimated to be $48 million.

In Latin America, Swift's shows inMexico Citygenerated an estimatedMex$1,000,000,000 (US$59 million) in revenue across the city.Vejaestimated a "tremendous"R$400,000,000 (US$74 million) economic boost for Brazil during the tour.Whereas in Asia, Mitsumasa Etou, professor fromTokyo City University,projected an economic boost of up to¥34,100,000,000 (US$229.6 million) in Japan, making the tour "Japan's biggest ever musical event", surpassing theFuji Rock Festival.Bloombergestimated that the tour's six shows in Singapore would increase the country's GDP by 0.2 percentage points (approximately US$200 million).According toSally Capp,Lord Mayor of Melbourne,Australia, the tour generated an estimatedA$1,200,000,000 (US$780 million) in economic value forthe city.Venues NSWchief executiveKerrie Mathersaid the four shows inSydneywill contribute around A$135,800,000 (US$88.7 million) to the state's economy.

The Eras Tour was more profitable for the French capitalParisthan the2024 Summer Olympicsit is set to host, in terms of economy and tourism.

Cities across Europe, especially those in the vicinity of the Eras Tour, reported a sharp rise in demand for hotel and short-term rental accommodation.CNBCreported an estimated £1 billion (US$1.27 billion) bonus to the U.K. economy from the tour.Hotel rooms inEdinburgh,Liverpooland Cardiff sold out for the June 2024 dates of the tour as early as August 2023, whereas over 80 percent of the hotel rooms inParisandWarsawnearly sold out months before the cities' dates.Evening Standardreported that, according to data fromBarclays,presales for the tour significantly boosted overall consumer spending in the UK in July 2023.Swift's shows in London were estimated to boost the city's economy by £300 million (US$380 million),and £77 million (US$98 million) in Edinburgh.In Ireland, concert-related spending increased by 88 percent as the country's hotel sector recorded an unusual five percent increase.For Paris, the Eras Tour was more profitable than the2024 Summer Olympicsit hosted, in terms of economy and tourism.In Stockholm, all of the city's 40,000 hotel rooms were sold out. Its tourism board estimated an unprecedented €50 million (US$53.4 million) in consumer spending, not including the money spent on tickets;the concerts generated €220 million (US$260 million) in city revenue, ten times the impact ofBeyoncé'sRenaissance World Tour(€21 million; US$24.8 million) and nearly twenty times that ofLady Gaga'sThe Chromatica Ball(€12 million; US$14.1 million).A €25 million (US$29.5 million) boost was predicted forMadrid's economy, especially to its hospitality industry.Viennaexperienced a 430 percent increase in rental bookings around its Eras Tour dates.

Civil transport

Revenues of public transport services hiked during the tour. Transport agencies such as theMetro Transit(pictured) of theTwin Citiesextended its rail services for the tour.

CNN labeled Swift a "public transitsavior ", reporting that transit agencies received a" much-needed "post-pandemic boost, thanks to concert-goers commuting via subways, buses, and trains to and from the Eras Tour venues.TheLos Angeles Timesreported cities across the US saw "ridership surge" from the Eras Tour attendees who chose to take transit. InAtlanta,around 140,000 fans took transit to reach theMercedes-Benz Stadium,tripling the usual ridership. In Chicago, the tour generated 43,000 bus and train trips, resulting in the highest weekly ridership for the transit system since 2019.In cases of inadequacy, special trains were announced for concertgoers with extended service in places such as Minneapolis,Sacramento,Greater Los Angeles,and Mexico City.Train reservations toMadridfrom other cities in Spain tripled in the Eras Tour's timeframe.Ireland'sIarnród Éireannand Scotland'sScotRailran additional trains, late-night services, and extra carriages to and fromDublinandEdinburgh,respectively.

Flight bookings to and within Australia peaked around the tour dates, especially arrivals from New Zealand and South Korea.On February 16, 2024, the day of the first concert in Melbourne, Australia,Melbourne Airportrecorded its busiest day since theCOVID-19 pandemicin terms of passengers and take-offs and landings.

A number ofairlinesacross the world facilitated special arrangements for Eras Tour attendees. Australian flag carrierQantasadded 64 more flights between Sydney and Melbourne and Auckland, Brisbane and Perth.Air New Zealandexperienced what it dubbed the "Swift surge" —people rushing to book flights to Australia, where Swift was announced to perform in February 2023. The airline added 14 more flights from Auckland, Wellington, and Christchurch to Sydney and Melbourne.Philippine Airlinespromoted flights fromManilato Tokyo, Sydney, Melbourne, and Singapore.After Swift postponed her second Buenos Aires show by two days due to inclement weather, South American carriersLATAM Airlines,Sky AirlineandJetSmart Argentinaallowed fans to rebook flight tickets at no cost.Industry executives called the move "highly unusual".LATAM continued their flexibility policy and waived all the fees or any differences in fare for ticket-holders who would book return flights fromRio de Janeirofollowing the postponement of the second date from November 18 to November 20 due to extreme heat andthe death of a fan,withGol Linhas Aéreas,andAzul Brazilian Airlinesfollowing suit.Both of Singapore's major airlines, the flagship carrierSingapore Airlinesand budget carrierScoot,registered surges in demand for flights to Singapore in March 2024, particularly from Southeast Asia and China.Jetstar Asiaconfirmed a 20 percent surge for routes connecting destinations such asBangkok,Manila, andJakartato Singapore.MacroeconomistErica Tay reported that over 70 percent of the tour's attendees in Singapore are flying in from overseas.Flight bookings to and from Singapore onTravelokaincreased sixfold around the Eras Tour dates.United Airlinesnoted a similar phenomenon in their summer ticket bookings in Europe.StockholmChamber of Commerce's chief economist, Carl Bergqvist, reported that airlines have added additional flights from Denmark, Finland and Norway to help attendees reach the Stockholm shows.

Theory and principle

The economics of the Eras tour, including Swift's overall economic impact, has been termed "Swiftonomics" by economists and journalists.It was first coined by economic analyst Augusta Saraiva, who stated that the Eras Tour's unprecedented ticket sales represented a "post-COVIDdemand shock"in the US, with consumers prioritizing entertainment over an imminent recession. Economics academic Melissa Kearney wrote that COVID-19 affected the public's views about" what's really important to them, and what brings them joy. "Los Angeles Timesdefined Swiftonomics as amicroeconomictheory that explains Swift's supply and demand, and political impact following the COVID-19 pandemic.TheChair of the Federal Reserve,Jerome Powell,stated "it's good to see" the Eras Tour helping the American economy but cautioned "stronger growth could lead over time to higher inflation and that would require an appropriate response frommonetary policy... So we'll be watching that carefully and seeing how it evolves over time. "As perCNBC,Swiftonomics has impacted every town in the US.

The Eras Tour's six-day residency in Singapore is part of thegovernmentplan to promote the city as Asia's music capital.Marina Bay Sandssold tickets bundled with hotel stays and other experiences.

The demand shock was also further reported in Argentina and Australia.Economists who observed the inflation in Southeast Asia termed it "Swiftflation".Marketing professor Seshan Ramaswami wrote that the Eras Tour is one of the significant steps in a movement involving the Government of Singapore's conscious attempts to expand the demographic reach of the city-state's cultural tourism "to young music fans... From all over Asia and perhaps even the Middle East ".Following the tour's tie-up with theUnited Overseas Bankfor premium tickets in Singapore, the bank reported a recordS$104 million (US$76 million) in income from credit card fees, an 89% increase from the previous year in the quarter.

According to a survey by online research company QuestionPro, 58 percent of the Eras Tour attendees were between ages 35 and 64, 37 percent between ages 18 and 34, and less than 5 percent under age 18. The tour's economic valuation was also estimated to be $5 billion, higher than the GDP of 50 countries.QuestionPro later increased the estimate to $6.3 billion in the US and Canada. Other economic agencies projected an impact as high as $80 billion globally.According toInsider,one movie studio marketing team found that attendees of the Eras Tour spent an average of $300 per concert.Business magazineFortunereported that fans spent an average of $1,300 on tickets, travel, and clothes to attend the tour, implying that the Eras Tour could raise $4.6 billion in consumer spending in the US,and consequently "save" the US from recession.

MarketWatchnamed Swift one of the most influential persons in thestock market,reporting that "vigorous consumer spending epitomized by the Eras Tour helped the U.S. avert a widely predicted summer recession."Similar sentiments were raised by journalists in other countries.The Guardianbusiness columnistGreg Jerichoopined that the Eras Tour could save Australia from recession as well.Journalist Swati Pandey wrote, "as recession risks in Australia mount, one unexpected factor could deliver a boost to the economy just when it's under maximum pressure from theReserve Bank's aggressive interest rate increases: Taylor Swift. "The Reserve Bank governor,Michele Bullock,affirmed that "the Taylor Swift inflation effect has forced some spending adjustments" but it would not lead to a detrimental inflation.The Globe and Mail'sTony Keller claimed Swift is the solution to the issues in the Canadian economy.Economists in the UK projected a minimal macroeconomic impact in the country from the tour but that Swiftlation will affect the hotel industry.

Maria Psyllou, economics professor from theUniversity of Birmingham,called the Eras Tour a "complex economic environment". She wrote that the consumers' readiness to spend their money on the tour despite an ongoing global economic deceleration is an example of thetrickle-down effect,an economic principle explaining the success of high-income individuals benefitting lower sectors of society, stimulatingeconomic growthand opportunities for a wider spectrum of businesses in turn. Pysllou stated, the Eras Tour shows "the audience's willingness toallocate their resourcesto experiences they have missed—travel, entertainment, leisure—during the pandemic "and is" a testament to the potent interplay between culture, economics, andhuman behavior."Anne Steele and Sarah Krouse fromThe Wall Street Journalopined that the Eras Tour is an example of "women'smultiplier effect",showing how women's entertainment can impact the economy.Baharudin characterized Swiftonomics as an economicsnowball effect.

Mass media

"[Swift's] Eras Tour, which launched in Glendale, Arizona on March 17, hasn't launched a viral moment so much as the tour itself has gone viral, further spreading to every corner of the internet with every successive date. Each stop has dominated the news cycle for days, whether due to its special guests, its surprise songs, its celebrity attendees, itsEaster eggs,or its volcanic fan response—even the introduction of a new outfit to Swift's rotation can be headline-worthy. "

— Andrew Unterberger,Billboard

The Eras Tour was a phenomenon inmass media,especially on social media.Various moments and events of and during the tour became topics of news coverage and wide social media engagement both domestically and internationally.To Horton, it grew into a "mass cultural moment", generating "unceasing buzz" and "a vast, ever-expanding digital world of clips, reactions, live-streams, dissections and analysis"; hence, apart from just Swift's performances, the mythology, celebrity gossip and fan culture surrounding the tour drovenews cycles,expanding the "Swiftverse and dissolving its borders with everything else even further." She described the Eras Tour as "not so much as a series of concerts, but as an ongoing, sprawling, interactive and ever-mutating reality show, with new chapters every week."Media outlets reported on the numerous fan-run livestreams of each tour show, viewed by thousands of people on TikTok nightly.According to telecommunications companyAT&T,fans set data usage records on the company's network in numerous stadiums.Various brands, celebrities and companies posted parodies of the Eras Tour poster on social media.

A topic of constant media coverage, the Eras Tour was attended by a large number of celebrities across fields such ascinema,television,musicandsports,as well as by variouspoliticalfigures.Billboardthus described the tour as a "genuinely epic event",stating that "none of Swift's peers has enjoyed the kind of cultural cachet she has attained."Culture journalist Kate Lindsay dubbed the tour "post-reality TV" in herSubstacknewsletter.According to Tyler Foggatt ofThe New Yorker,Swift "has done to stadium shows whatBeyoncédid toCoachella,and tomillennialswhatBruce Springsteendid tobaby boomers.She has crafted a spectacle—a long-form, real-life experience in an age that is otherwise dominated byshort-formonline content—though the tour is also perfectly designed to be consumed online. "

Billboardcritics agreed that Swift has dominated 2023 commercially and culturally, and some of them opined that the persisting success ofMidnights,followed by the Eras Tour, and the release ofSpeak Now (Taylor's Version)could "overexpose" Swift once again.Glamourraised the same concern, stating Swift has dominated all aspects of popular culture in 2023, resulting in a "Swift monoculture".The Hollywood Reporteropined, Swift became a "queen of all media" with the tour, dominating the concert, streaming and film spheres;Deadline Hollywoodreferred to Swift as "The Monarch of All Media".Following the media frenzy surrounding the Eras Tour inBrazil,Vultureopined Swift "might actually be more popular thanJesusin the country. "Describing the Eras Tour in Europe, Josiah Gogarty ofUnHerdopined that Swift is "keeping mass culture alive";Fortuneremarked that the Eras Tour in Paris overshadowed the2024 Summer Olympicsin terms of both tourism and media attention.

Dictionarynamed the word "Era" the "Vibe of the Year" of 2023. Grant Barrett, head oflexicographyat the firm, opined that they "saw a real surge in the use oferasacross popular culture "in 2023, owing to the Eras Tour," the year's most high-profile, record-setting, impossible-to-ignore cultural phenomenon ".Mary Kate Carr ofThe A.V. Clubwrote "From her tabloid-famous romances to the blockbuster success of her re-recordings to the incredible economic impact of Eras Tour, there wasn't a facet ofpop culturethat Swift's influence didn't reach ".

During the first U.S. leg of the tour in 2023, a fan-created online guessing game dubbed "Swiftball", inspired byfantasy football,began surging in popularity. Over 50,000 fans filled out virtual ballots ahead of each show to guess Swift's nightly "surprise songs" and costumes, with some also donating items to serve as prizes for the winners, such as Swift-themed bracelets, CDs, vinyls, and posters.Proposing marriageduring Swift's performance of "Love Story"also gained traction during the tour.

Fanaticism

The only thing I can compare [the Eras Tour] to is the phenomenon ofBeatlemania.

American musicianBilly Joel,The New York Times

The fan frenzy associated with the tour has been dubbed "Swiftmania" or similar terms.The Irish Timesheld it responsible for "pushing up prices", leading to the Swiftflation phenomenon.Journalists considered Swiftmania as the 21st-century equivalent toBeatlemania,a 1960s cultural phenomenon owing to the fanaticism surrounding the English rock bandthe Beatles.Jon Bream ofStar Tribuneopined that Swift has achieved "a once unthinkable monoculture, a zeitgeistian redux of Beatlemania".Media outlets have noted the extensive audience participation on the Eras Tour, particularly the various "inside joke" chants and rituals that the crowds performed together at each show.Outlets also reported that many fans experienced a "post-concertamnesia",struggling to remember the concert after attending it. Psychologists explained that intensely happy emotions have the same effect on the brain astraumaticevents, and can lead to loss of memory, as the "highly stimulating environment" of the show overwhelms the amount of information the brain can handle at a time.Highly enthusiastic reactions from fans were also reported at screenings ofthe tour's accompanying concert film.

Tailgating

The Beatlesswarmed by fans and media personnel in 1964 upon arrival in the Netherlands; the fan frenzy associated with the Eras Tour, dubbed Swiftmania, is considered the 21st-century equivalent toBeatlemania.

Large numbers of fans who did not have tickets to the Eras Tour gathered outside the venues in various cities to listen to Swift performing,atailgate partyphenomenon media outlets and fans termed "Taylor-gating".According toNBC News,such gatherings in open spaces outside the stadium premises have been attributed to a sense or experience of community within Swift's fandom. Thousands gathered in Tampa, Philadelphia and Nashville, among other cities, following which people "shared positive experiences" about Taylor-gating via TikTok, leading to growing crowds at subsequent shows.The Philadelphia shows attracted around 20,000 ticketless fans every night.In Chicago, fans occupied the public parks outsideSoldier Field,where the concert was "clearly" audible.Cincinnati allocated adjacent park areas for the 41,000 Taylor-gaters.In Mexico City, stands outside the venueForo Solwere opened for tailgaters.Thousands of fans also gathered outside theMelbourne Cricket Groundand the SingaporeNational Stadium.

As the practice grew in popularity, some cities and stadium authorities prohibited tailgating due to security reasons.New Jersey State Policeissued a warning on May 26, 2023, asking those without tickets not to gather outside the concert venue in East Rutherford.Levi's Stadium,the venue for theSanta Claraconcerts, similarly prohibited tailgating and asked fans not to congregate in the parking lots or nearby streets.Other cities that banned tailgating includeKansas City,Inglewood,andSydney.

Some companies hiringtemporary workersor volunteers to work at venues reported a surge in applications from fans who could not get tickets to the Eras Tour, with one company receiving over 1,000 applications for 65 positions.InBuenos Aires,Argentina, fans with general admission tickets camped outside the concert venue,Estadio River Plate,in tents for five months in order to secure front-row positions on the floor during the shows.Before the accompanying concert film released in India, a group of Swifties inBangaloretook out a public march to get Swift to tour India. The fanfare was criticized by some Indian internet users, who dubbed the movement "embarrassing". In response, Indian Swifties on social media opined they were being unfairly "targeted for having fun", highlighting fanbases ofIndian actorswho have not being scrutinized similarly.

Merchandise

Some of the friendship bracelets circulated at the Eras Tour and the screenings ofits concert film.

Concert attendees and Taylor-gating fans madefriendship bracelets,carrying song titles or references to Swift's music andcolloquialisms,to trade with each other or give to celebrity attendees, inspired by lyrics in Swift's 2022 song "You're on Your Own, Kid".The trend subsequently grew amongst celebrities, such as Kenyan-Mexican actressLupita Nyong'o,who made and shared bracelets at the tour,and amongst attendees of events unrelated to Swift or the Eras Tour.Swift herself commented on the making and sharing of bracelets,whichThe New York Timesdubbed the "badge of the Swiftie fandom".

The bracelets became a significant business for shops online;The Washington Postreported $3 million of bracelets were sold one-commercewebsiteEtsybetween the months of April and August in 2023.Somebeadshops saw a record-setting surge in sales;arts and crafts supply storeMichaelsreported a chain-wide increase in sales of more than 40% on their jewelry range, and up to 500% in locations that the tour visited.Shortages in beads and sequins supply were also reported.Stores selling bracelet supplies in Australia also reported large increases in sales and shortages.

Portions of the long queues formed for the Eras Tour merchandise truck in the stadium premises inSeattle(top)andMinneapolis(below)

The Eras Tour merchandise trucks drew uncommonly long queues at all stops of the tour.The New York Timesreported that hundreds of fans waited outside theRaymond James StadiuminTampa, Florida,overnight in the rain to purchase the merchandise before it sold out.In Los Angeles, more than 3,000 fans queued for the merchandise stands outsideSoFi Stadium.Fans in Edinburgh queued for several hours to purchase.The Wall Street Journalestimated that $3 million worth of merchandise is sold at every stop of the tour.According toUniversal Music Group(UMG), the success of tour helped boost merchandising revenue by 12 percent, compensating the decline in touring revenue during the pandemic.Pollstarestimated the first 60 shows in 2023 collected $200 million in revenue from merchandise sales.

The Messengerreported that the confetti gathered from the Eras Tour evolved into its ownniche market—being sold online at prices ranging from $10 to $200 oneBayandFacebook Marketplace—with some fans recouping full costs of their tickets in the process. Journalist Julia Gray wrote, "Confetti is like an extension of Swift's sought-after,limited-releasemerch. There's an element ofscarcityand exclusivity. "

Fashion

According to fashion criticVanessa Friedman,Swift's wardrobe for the Eras Tour received wide press coverage.Tailors reported an increased demand for replicas of Swift's tour outfits.The tour increased the demand in sales of apparel like metallicbootsand sequin dresses. According to CNN, fashion and clothing retailers across the US are "carefully" marketing their products to actively target attendees of the Eras Tour. Companies such as Altar'd State, Bipty, and Hazel & Olive created a separate section of items inspired by Swift and her eras. Sales ofrhinestoneboots and cowboy hats also spiked, helping Hazel & Olive achieve its "biggest sales year yet."Voguefurther noted the tour's impact onsocial media fashion,which used to only be a phenomenon of music festivals such as Coachella;many fans wore replicas of Swift's outfits or costumes based on her music to the concert.Shannon Aducci ofFootwear Newsopined that Swifties at the Eras Tour shaped the direction of 2023 summer fashion.

Seismic activity

During the tour's stop inSeattleatLumen Fieldon July 22 and 23, 2023, fans in the area caused seismic activity equivalent to a2.3-magnitude earthquake,nicknamed the "Swift Quake". It was mostly attributed to the concert attendees jumping, dancing and cheering, as well as the loud sound system. According toJackie Caplan-Auerbach,aseismologistatWestern Washington University,the seismic activity on both nights was more than "twice as hard" as theBeast Quake—when Seattle experienced seismic activity equivalent to a 2.0-magnitude earthquake after theSeattle Seahawksscored atouchdownagainst theNew Orleans Saintsduring aNational Football League(NFL) game—as well as "RaveQuakes" during importantSeattle Sounders FCsoccer games.Researchers fromCalifornia Institute of TechnologyandUniversity of California, Los Angeles,also reported that fans caused "earthquake-like" tremors when the tour visited theSoFi StadiuminInglewood,in a study titled "Shake to the Beat: Exploring the Seismic Signals and Stadium Response of Concerts and Music Fans."A seismic activity of magnitude of 0.82 on theRichter scalewas recorded inLisbon,Portugal, on May 26, 2024, when Swift performed "Shake It Off".According to theBritish Geological Survey,seismic vibrations in Edinburgh peaked during "...Ready for It?"with an equivalent of 80 kW of power across a six-kilometerradiusfromMurrayfield Stadium.

Music charts

This is the part about Taylor Swift's career that is unprecedented. She has, rather brilliantly, convinced the public that her past and present coexist right now. She's dismantled the former "new work vs. old work" binary for artists and replaced it with the "Eras" paradigm, where her songs are parceled into different concurrent channels that are equally accessible... Swift has figured out how to reprogram the public's internal algorithm better than any of her competitors, so that her historical fame doesn't count against her contemporary fame. She gets to be a "legacy act" and a "relevant pop act" simultaneously.

— CriticSteven Hyden,Uproxx

Swift's discography gained in sales and streams following the Eras Tour.Billboardreported that Swift's entire discography rose in daily streams, especially the songs on the setlist.She ultimately became the year-end top artist of 2023 on theBillboardcharts—the first-ever act to become the year-end top artist in three different decades (after 2009 and 2015).Swift was 2023's most streamed artist onApple MusicandSpotify;on Apple Music, she set an all-time record for the most listeners for any artist in a year.

Seven of Swift's albums charted in the top 40 regions of the USBillboard200,making Swift the first living artist to do so.Midnightscharted at number 3,Loverat number 13,Folkloreat number 14,1989at number 19,Red (Taylor's Version)at number 22,Reputationat number 26, andEvermoreat number 31.Whitney Houstonwas the first artist to chart seven albums in the top 40, but she did so posthumously.Several weeks later, Swift became the first artist to simultaneously chart eight albums in the top 40 and nine albums in the top 50,and after the release ofSpeak Now (Taylor's Version),became the first woman to chart four albums in the top 10 and 11 albums overall in a single week.Later in 2023, after the release of1989 (Taylor's Version),she surpassed her own record by charting five albums in the top 10 of theBillboard200, becoming the first living artist to achieve the feat.Luminate Datareports attributed 1.79 percent of the US music market in 2023 to Swift alone, the largest annual share for an artist. The report claimed that if Swift were a genre, she would be the ninth most consumed genre of 2023, bigger thanjazzentirely and trailing only behindChristian music.

Following the Australian ticket sales in June 2023, Swift charted six albums in theARIA Albums Charttop 10, becoming the first artist to occupy the entire top five.In February 2024, as the Australian leg of the Eras Tour drew to a close, she surpassed her own record by charting seven albums in the top 10, including the entire top six.Following the opening shows of the Eras Tour, five of Swift's albums entered the top 40 of theUK Albums Chart.Swift occupied the top five positions of theIrish Albums Chartsimultaneously following the three Dublin shows.

Swift's 2019 song "Cruel Summer"achieved resurgent success in 2023. The Eras Tour concerts begin with theLoveract, in which "Cruel Summer" is the second song performed.The song resurged in popularity and streaming after it became viral on social media, re-entering the top 50 in the US and the top 40 in the UK.Therefore, Swift's labelRepublic Recordsreleased the song as the fifth single fromLover,her seventh studio album from 2019, to UScontemporary hit radioon June 20, 2023."Cruel Summer" entered thesingles chartsfor the first time in various countries and reached new peaks in Australia (1),the Philippines (1),Singapore (1),the US (1),Japan (2),the UK (3),Indonesia (5),New Zealand (5),Canada (6),Malaysia (8),Ireland (12),and Brazil (54).OnSpotify,"Cruel Summer" was the sixth most-streamed song globally in 2023, andLoverwas the seventh most-streamed album globally in 2023.

Swift's 2014 single "Blank Space"re-entered the US Hot 100 (49).It debuted and reached new peaks in Singapore (13),the Philippines (25),Vietnam (57),and theBillboardGlobal 200chart (40) that was inaugurated in 2020.

Billboard'sAndrew Unterberger wrote, the "really unprecedented thing" about the Eras Tour's streaming impact is that "the initial bump did not start receding back to its usual sea after a week or two [as with the case of artists than Swift]—it continued to grow. And grow." He reported that even at the tenth week of the tour, Swift's discography showed a 79% increase in streams from where it was pre-tour, amassing "hundreds of millions more streams" weekly.Commenting on the resurgent success of "Cruel Summer",Billboardeditor Jason Lipshutz stated, "aLovertrack organically rising to new heights at the same time simply demonstrates Swift's current ubiquity, unprecedented in the modern music era. "

Cinema

Further information:Taylor Swift: The Eras Tour § Impact

Swift announced the tour'sconcert film,Taylor Swift: The Eras Tour,on August 31, 2023. North American tickets went on sale immediately, and despiteAMC Theatres,the film's official distributor, upgrading its online infrastructure in anticipation of high demand forpresaletickets, the app crashed, forcing customers into queues.The film collected $37 million in first-day presales in the US and earned $123 million globally in its opening week, a record among concert films.IMAX CorporationCEORichard GelfondtoldCNBCthat the presale figures were comparable to those of a "blockbustertentpolefeature ".The film was released on October 13, 2023, and several films that shared the same release date moved out of it to avoid competing withThe Eras Tour,includingThe Exorcist: Believer.

The film becamethe highest-grossing concert film of all time.Various journalists opined that it was released in a crucial time formovie theatersand would boost their earnings after the business was widely affected bythe then-ongoing Writers Guild of AmericaandSAG-AFTRA strikes.Michael O'Leary, president of theNational Association of Theatre Owners,believed the success ofThe Eras Tourwas a testament to the unrealized potential of concert films in theaters.It was reported that Hollywood executives were irked with Swift's surprise announcement of the film as she had directly and secretly negotiated with AMC to distribute the film in theaters, bypassingmajor film studiosand their streaming services.The Daily Telegraph'sEd Power praised Swift's business sense and decision to release the film to the fury of the studios, writing: "Barbenheimershowed people will go to the cinema if they feel they are participating in acommunal experience.Hollywood refused to take advantage of this. So Swift has instead. "Inc.columnist Jason Aten said Swift could be "the world's savviest marketer" as she "seems to have figured out [release strategies] far better than most studio executives".Others opinedThe Eras Tour's success could affect the conventionalproducer–distributor–exhibitorstructure of film releases.

Honors

City administrations,companies and other organizations celebrated the Eras Tour with various tributes.

Governments

State Farm StadiuminGlendale, Arizonahosted the first show of the tour. Glendale renamed itself Swift City to honor the tour.

• Glendale changed its name from March 17 to 18 as it hosted the first shows of the Eras Tour. MayorJerry Weiersannounced the "symbolic" name, Swift City, on March 13.TheWestgate Entertainment District,amixed-use complexin Glendale, put up welcome messages.TheArizona Department of Transportationalso displayed a number of Swift-themed messages along freeways.
• Las Vegas displayed light shows inspired by the color palettes of the Eras Tour every night through March 25 at the Gateway Arches onLas Vegas Boulevard.
• Arlington, Texasrenamed Randol Mill Road, a street outsideAT&T Stadium,to Taylor Swift Way on March 30. Mayor Jim Ross declared March 31 through April 2 "Taylor Swift Weekend", during which the steel sculptures outside the City Hall were lit red in reference toRed;Swift was also presented with akey to the city.

Rio de Janeirowelcomed the Eras Tour to Brazil by decorating the statue ofChrist the Redeemer(pictured) with a Swift-inspired light projection.

• Tampa presented Swift with a key to the city; MayorJane Castorinvited Swift to be the city's honorary mayor for a day.Tampa City Hall,Tampa Riverwalk,and downtown bridges were lit red.Hillsborough Countytemporarily changed its name to Swiftsborough.
• Houston illuminatedits city halllavender as a nod to "Lavender Haze",celebrated "The Eras Tour weekend", and renamedNRG Stadiumto NRG Stadium (Taylor's Version) from April 21 to 23, per a proclamation byHarris CountyjudgeLina Hidalgo.
• Taylorsville, Georgiadeclared April 28, 2023 "Taylor Swift Day" and presented Swift with a key to the city following her sold-out shows atMercedes-Benz Stadium.
• Nashville mayorJohn Cooperrecognized May 5 to 7 as "Taylor SwiftHomecomingWeekend "and placed an" honorary bench "atCentennial Parkas a monument dedicated to "Nashville and Swift's long-standing relationship", in reference to lyrics in "Invisible String".
• Philadelphia unveiled a mural onSouth Streeton May 12.
• Massachusetts governorMaura Healeyconferred a "Governor's Citation" upon Swift ahead of theFoxboroughshows.
• New Jersey governorPhil Murphydeclared the "Taylor Swift ham, egg, and cheese" as the state's official sandwich on May 25, referencing the cultural debate aboutTaylor ham and pork roll.
• Michigan governorGretchen Whitmerwelcomed Swift to the state for the Detroit shows by posting a video speech on Twitter referencing several of her songs.
• Pittsburgh mayorEd Gaineyrenamed the city Swiftsburgh for the weekend.In December 2023, thePennsylvania General Assemblypassed a resolution to recognize 2023 as "the Taylor Swift era" inPennsylvania,her home state.
• MinneapolismayorJacob Freytemporarily renamed the city Swiftieapolis. Minnesota governorTim Walzproclaimed June 23 and 24 as "Taylor Swift Days" in the state.
• Cincinnati mayorAftab Purevalproclaimed June 30 as "Taylor Swift Day" in the city.Hamilton County, Ohio,renamed itself Hamilton County (Taylor's Version).Bellevue, Kentucky,renamed Taylor Avenue to Taylor Swift Avenue.
• Downtown Kansas City was lit purple in reference toSpeak Now (Taylor's Version).North Kansas City, Missouri,renamed Swift Street to Swift Street (Taylor's Version);Ray County, Missouri,installed acrop art.
• Colorado governorJared Poliswrote Swift a letter containing references to her songs and lyrics ahead of the Denver shows.
• TheWashington State Department of Natural Resourcesnamed Swift an "Honorary Geologist".
• Santa Clararenamed itself Swiftie Clara and proclaimed Swift as its honorary mayor from July 28 to 29.

Local cultural agencies inEdinburgh(top), Scotland, andLiverpool(bottom), England, sprinkledart installationsinspired by Swift's musical eras throughout the cities.

• TheHawthorne/Lennox stationandDowntown Inglewood stations,the closestLos Angeles Metrostations to SoFi Stadium, were renamed to Taylor Nation Station and Speak Now/Taylor's Station, respectively during the six shows.
• In Mexico City,Avenida Presidente MasarykandForo Solwere renamed to Avenida Taylor's Version and Foro 1989 Taylor's Version, respectively.
• TheBuenos Aires City Legislaturedesignated Swift a "Guest of Honor".
• Rio de JaneiromayorEduardo Paessanctioned an homage to Swift—the phrase "Welcome to Brasil" and the names of all26 Brazilian stateson a t-shirt similar to the one she wore in the music video for "You Belong with Me"(2009)—to be projected on the statue ofChrist the Redeemerafter fans donated 20,000 units ofpanettoneand water bottles as part of a fundraiser to support local charities.
• São Pauloilluminatedits city hall,Pátio do Colégio,Mário de Andrade Library,Viaduto do Chá,and theMonument to the Bandeirassculpture with colors inspired by the Eras Tour.
• TheUS Department of State'sBureau of Consular Affairsissued an Eras Tour-themed travel advisory ahead of the first 2024 shows.
• TheJapanese Embassy in Washington, D.C.,issued an official statement about theTokyoshows, referencing several of Swift's albums, to address speculation around her travel plans, as the Tokyo shows, the66th Annual Grammy AwardsinLos Angeles,andSuper Bowl LVIIIinLas Vegasall fell in the same week.Swift was ultimately present for all three events.
• InMelbourne,the state tourism bodyVisit Victoriacommissioned images of Swift to be projected at theFlinders Street railway station.
• Sydney Trainslit theCentral Stationclock tower and Grand Concourse purple and operated "Tay Tay Express" train services toOlympic Park Station,which played several of Swift's songs onboard.
• Stockholmwas temporarily renamed Swiftholm for Swift's three sold-out shows in the city.
• Edinburghcreated a series of Swift-themed activities and experiences called the Taylored Taste Trail.Edinburgh TramsboreThe Tortured Poets Department-inspired designs,Edinburgh Castleprojected an image ofThe Tortured Poets Department,andLoch Taywas renamed Loch Tay Tay.
• Liverpoollaunched "Taylor Town", consisting of various cultural experiences throughout the city to honor Swift, including a series of art installations and craft workshops and an academic conference dedicated to her social impact. According toThe Guardian,the city administration planned the event for nine months after the success ofEurovision 2023.
• TheMayor of London,Sadiq Khan,announced thatTransport for Londoncreated a specialsubwaymap in honor of Swift, with the tourism bodyVisit Londonlaunching a "Taylor trail" to "celebrate places across the capital that are referenced in her music"."Shake It Off"(2014) was performed at theBuckingham Palaceduring a formalChanging the Guardceremony; theBritish royal family's official Instagram account posted a video of the performance.
• TheGarda Bandof theGarda Síochána,Ireland's national police force, performed "Shake It Off" as a tribute to Swift before her three shows inDublin.
• TheZurichtourism body Visit Zurich created a video matching Swift's eras to locations throughout the city before her shows there.
• Gelsenkirchenwas temporarily renamed Swiftkirchen by Mayor Karin Welge to honor the upcoming shows in the city,and Swift received a special stone on the Gelsenkirchen Walk of Fame.

Organizations and companies

The Eras Tour inspired many exhibitions. Pictured is the showcase of an outfit Swift wore in the "Lavender Haze"music video at a Nashville exhibition.

• InAtlanta,Georgia's Own Credit Unionwelcomed Swift with a large "Welcome to A-TAY-L" sign displayed atop its skyscraper building.
• TheArlington Museum of Artannounced an exhibit exploring Swift's "evolving, boundary-pushing" artistry, featuring costumes, photographs, and concert videos from her album eras. TitledThe Eras Tour Collection,the exhibit ran from June 2 to September 24, 2023.
• Chicago'sWillis Towerlit up its antennas in the colors of the Eras Tour.
• TheCountry Music Hall of Fame and Museumopened an exhibit titledThrough Taylor Swift's Eras,displaying original outfits from every album era, throughout May 2023.Over 114,000 people bought tickets to the exhibit in May alone—the highest monthly attendance in the museum's 65-year history.
• Radio station 96.5WTDY-FMtemporarily renamed itself to "Ninety-Swift-Five T-A-Y".
• New York City'sMuseum of Arts and Designopened the exhibitTaylor Swift: Storyteller,a "career-spanning look at [Swift's] artistic reinventions", from May 20, 2023, to March 24, 2024.Circle Line Sightseeing Cruisesoffered a Swift-themed dance cruise onHudson Riverahead of the Eras Tour in East Rutherford.
• Cincinnati Zoo and Botanical Gardenhosted a "Swiftie Weekend".

Various organizations hosted Swift-themed events and activities. TheCarnegie Science Center(pictured)hosted ascavenger huntof Eras Tour-themed objects.

• In Pittsburgh, theGateway Clipper Fleetthrew Swift-themed parties for passengers.TheCarnegie Science Centerorganized an Eras Tour-themedscavenger huntof miniature Swift dolls hidden throughout theMiniature Railroad and Villageexhibition on June 16 and 17, and theBuhl Planetariumhosted a Swift-themedlaser show.
• In Los Angeles, theGrammy Museum at L.A. Liveopened a pop-up exhibit from August 2 to September 18, featuring 13 costumes and instruments from Swift's originalSpeak Nowera and later seen in the "I Can See You"music video.
• Spotifylaunched a feature that uses listener's streaming data to list their "top five Taylor Swift eras".Recognizing Swift's singular achievements, theApple Music Awardshonored with a special event calledTaylor Swift's Eras: The Experience.
• In honor of the completion of the first US leg of the Eras Tour,Starbucksstores across the US played her music all day during the last day of the leg (August 9, 2023).
• Air New Zealand added special seats for those attending the tour in Australia, renaming one of the flights "NZ1989" in reference tothe album of the same name.Philippine carrierCebu Pacificalso changed the flight numbers of its Singapore-bound planes to "1989".
• ARoyal Caribbean Internationalcruise trip fromMiamito theBahamas,titledIn My Era Cruise,has been scheduled on October 21, a day after the tour's final date in Miami.
• A number of media publications bestowed Swift with year-end honorifics.Timenamed Swift their 2023Person of the Year,an annual title given to a person, group, object, or idea that dominated the year culturally.Consequencenamed her their 2023 Artist of the Year,whileThe New York TimesandThe Guardiandeclared 2023 "the year of Taylor Swift".Billboardplaced her atop their list of the greatest pop stars of 2023.

Center GaiinShibuya,Tokyo, was temporarily renamed to honor Swift's four sold-out shows in the city.

• InTokyo,Center Gai,a commercial street inShibuya,temporarily renamed itself Shibuya Center Gai (Taylor's Version) from February 7 to 20, displaying flags featuring Swift's albums and playing her music.
• InSydney,several stadiums were lit purple in reference to "Lavender Haze".Sydney Airportdisplayed billboards welcoming fans into the city. Numerous businesses in the city hosted Swift-themed events.
• InSingapore,Jewel Changi Airportorganized a Swift-themedsing-alongevent for fans on March 1, 2024.Marina Bay Sandsstaged an immersive experience calledThe Eras Tour Trailand a tour-themed light-and-water show.
• Although China was not part of the tour, Chinese video platformBilibilihosted multiple events in celebration of the Singapore shows, including user-uploaded video themes inspired by Swift and the Eras Tour, the chance to win tickets to and a round-trip flight for the shows, and a livestream covered Swift’s discography, music video, and talk with the platform’s top music category creators.
• Anaugmented realityanimation showing friendship bracelets falling onto theEiffel Towerwas created prior to Swift's shows inParis.
• Capital UKlaunched a pop-up radio station dedicated to Swift, Capital (Taylor's Version), marking "the first time in the UK that a nationalDABradio station has been dedicated to a single artist ".
• TheEdinburgh Zoonamed two of its newborntamarins,anendangered species,"Taylor" and "Swift".
• BBC Walespresented a weather forecast referencing Swift's discography the day before theCardiffshow.
• Wembley Parkcommissioned two murals of Swift to be painted at the Spanish Steps, temporarily renamed the Swiftie Steps, ahead of Swift's first three shows atWembley Stadium.Whereas, theVictoria and Albert Museumhosted the archival exhibitTaylor Swift: Songbook Trail,which featured clothing, awards, instruments, and other articles crucial to Swift's life and legacy.
• At aDublinbeach,Today FMinstalled a 100-meter sign reading "Ireland (Taylor's Version)".
• In Toronto, theMetro Toronto Convention Centrehosted the "Toronto's Version: Taylgate '24" event on the days of Swift's shows in the city.

Critical analyses

It will take some time before all the implications of Taylor Swift's Eras Tour are fully understood. Her epochal trek is a potent multifaceted symbol for our times rife with social, political, economic and cultural meaning, which we'll leave to cultural theorists and pundits to deconstruct. From a live industry standpoint, however, her stadium tour is both qualitatively and quantitatively a high-water mark that left the showgoer completely agog.

— Andy Gensler,Pollstar

Publications unanimously described the Eras Tour as a cultural phenomenon.The Recording Academypublished, the tour is "the most legendary of [Swift's] generation", emphasizing it is "hard to imagine that any other tour this year will have a cultural impact as big".USA Todaydescribed the tour as a "historically monumental event".The Guardiansaid the tour is 2023's "single most significant pop culture phenomenon".Many critics also opined that the tour marked the greatest moment in Swift's career.

Many critics considered the "cultural domination" of the Eras Tour a rarity.Timejournalists called it an "unmatched success" and a "in a league of its own".Amanda Petrusichwrote, despite the noted decline ofmonoculturalaffairs in contemporary popular culture as consumers "no longer consume the same cultural objects at the same time or in the same way", the Eras Tour is an exception, achieving a rare, "mind-boggling inescapability".According toPollstar,the tour "[did not just enter] the broader discourse but, in so many ways, its gravity is so formidable that the tour and everything that's fallen into its orbit drives the discourse."Shirley McMarlin ofPittsburgh Tribune-Reviewwrote, "Taylor Swift is the biggest thing going in the entertainment industry. Turn on the TV or radio, scroll social media, listen to talk on the street, and there she is."Ryan Faughnder of theLos Angeles Timesfelt that the Eras Tour turned into a "the ultimateFOMO-inducing event ".In the opinion ofVogue'sMegan Angelo, the Eras Tour "cementedWoodstock-level status in American musical history "and the" last bastion of monoculture ".As perBillboard,"it would be no exaggeration to call the Eras Tour the single most anticipated live trek of the century."

Mikael Wood and August Brown of theLos Angeles Timeswrote, the tour remained "atop the cultural conversation virtually nonstop" since it started. According to Bill Werde, professor of music and entertainment industries inSyracuse University,"the last artist who could effortlessly sell out stadiums and was simultaneously on top of their game in terms of thezeitgeistof popular music—the name that comes to my mind is Michael Jackson. This is really like theThrillerera. "The New York TimesauthorBen Sisarioopined, the tour showed that Swift has a "white-hot demand and media saturation" unseen since Jackson andMadonnain the 1980s, and that she stood above artists that toured concurrently, such asBeyoncé,Bruce Springsteen,andDrake,in terms of success and "media noise".Varietycritic Chris Willman said the Eras Tour is like a "career-cappingBeatlestour that never happened ", surpassing all the tours of the past in terms of business and cultural significance.FilmmakerSteven Soderberghpraised the tour, concert film and Swift's work ethic: "What she is doing, the way she is doing it… Nobody has ever done this before. The amount of control she has taken over. She is relentless". Soderbergh further stated that the success of the Eras Tour inspired the development of a new project.

Journalists credited the Eras Tour with popularizing and legitimizing the notion and concept of "eras" in terms of a music career.The A.V. Clubopined that the concept is one of Swift's signatures.The Guardianjournalist Dave Simpson wrote that the 44-song set list of the Eras Tour might increase the demand for "longer" concerts and may "trigger a set listarms raceas artists battle to play longer than each other. "He opined that theIt's All a Blur Tour,an upcoming co-headlining tour byDrakeand21 Savage,was inspired by the concept of the Eras Tour, with the former's promotional poster depicting a "careerretrospective"similar to the latter.Rolling Stonefurther noted the influence of Swift's tour on theJonas Brothers' 2023–2024 tour, theFive Albums. One Night. The World Tour,on which they performed songs from "five albums every night".

Feminist perspectives

A number of culture critics examined the tour's impact in afeministlens. Tyler Foggatt wrote, the Eras Tour transformed "a football stadium, typically a center of male aggression, into a sanctum of gleefulfemininity."She compared it to the2017 Women's March,though mentioned there weresequinsinstead ofpussyhats,and the tour included "probably the same number of male allies."InThe New York Times,American authorMichelle Goldbergcompared the cultural impact of the Eras Tour to that ofBarbie(2023), afantasy comedyfilm, and dubbed them both 2023 summer's biggest entertainment phenomena celebrating mainstream femininity but also "beneath their slick, exuberant pop surfaces, tell femalecoming-of-agestories marked byexistential crisesand bitter confrontations withsexism."Goldberg opined that the" gargantuan "success of both the works prove there" is a huge, underserved market for entertainment that takes the feelings of girls and women seriously. "

Talia Lakritz ofInsidersaid both the Eras Tour andBarbieare inspiring a movement among women "to reclaim girlhood without rescinding power." Lakritz added that being at an Eras Tour concert and a movie theater playingBarbiegave her the same feeling— "the collective joy of femininity".Sisario considered both works as critiques ofpatriarchythat showed women's control over pop culture.In a similar view, Willman said that the two works of entertainment use patriarchy as a subject ofirony"while being utterly friendly to and welcoming of men as much as anybody" and became billion-dollar-earning phenomena.Jess Cartner-MorleyofThe Guardianopined that the Eras Tour andBarbieare "at heart, about celebrating and questioning what it means to be a girl."Taffy Brodesser-AknerofThe New York Timeswrote that the tour and its wider phenomenon can be seen as Swift "free[ing] women to celebrate their girlhood, to understand that their womanhood is made up of... microchapters of change... the acknowledgment of girls as people to memorialize, of who we are and who we were, all existing in the same body, on the same timeline."

Many journalists considered the Eras Tour,BarbieandBeyoncé'sRenaissance World Touras triumphant works of women's creativity. Larry Vincent,marketingprofessor from theUSC Marshall School of Business,said the Eras Tour andBarbiewere two summer phenomena that showed a "really strong ritual dimension of [women-driven] consumer behavior".According to author Katherine Wintsch, "It's a sense of solidarity that women are willing to pay good money for."Mary Siroky ofConsequenceopined that the tour proves "centering women in entertainment isn't just smart, it's necessary."

Bloomberg Newsreported that, in China, the themes celebrated in the film "stand in stark contrast toPresidentXi Jinping's increasinglyconservativevision for women, providing a rare outlet for young women rejecting ever-tighter social control and theChinese Communist Party's rigid expectations. "

Year-end retrospectives

In placing Swift as the first and only entertainer ever in the top five of their annual "World's Most Powerful Women"in 2023,Forbesclaimed that "17 years into her remarkable career, Swift has never had more economic, cultural and political clout."Swift also toppedPeople's"25 Most Intriguing People of the Year" (2023) list; journalist Jeff Nelson opined that Swift, as a 33-year-old female popstar, "has taken a hammer to thatglass ceiling,shattering expectations—and blazing a path for the next generation of female artists. "The Eras Tour also leadCNNto name Swift "The businessperson of the year";Natasha Aaron ofThe Washington Postlisted Swift as one of 2023's trailblazers, for having "shifted the economic plate tectonics of the entertainment industry."

Many publications considered the Eras Tour the highlight of 2023 and named Swift's 2023 as one of the best years for her career.The Hollywood Reporteropined "Arguably, Taylor Swift had one of the best years for a person working in the entertainment industry ever."Billboardpublished, "Swift's 2023 will now be the year that all future pop stars will be measured against."The A.V. Clubopined "Swift was pop culture's undisputed champion of 2023, and no one has ever had a year like hers".Writing forMSNBC,Michael A. Cohenalso remarked that "When the history books are written, 2023 will be remembered as the year of Swift."Ethan Millman ofRolling Stonesaid "by any metric, Swift's 2023 was one of the most impressive years of all time for a singular pop star."Swift was included inCNBC's inaugural "changemakers list", highlighting women who are creating a pattern of what it takes to defy the odds, innovate and thrive in a volatile business landscape.

Business Insideropined "Swift was easily the most dominantcultural forceof 2023, and the Eras Tour was the definingpop cultureevent of 2023. "Consequencecredited the Eras Tour with helping Swift dominate the popular culture of 2023 in a distinct way than she has in the preceding years.The IndependentandHindustan Timesdeemed the year "2023(Taylor's Version)".