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.
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:
- The 6 months lead-up in search volume for her concert surpassed other major events and concerts over the last 2 years by far.
- The hashtag #erastour has already garnered 16.3 billion views on TikTok. Two of the highest-selling tours of 2022, Bad Bunny’s #worldshottesttour has 1.1 billion views, while Harry Styles’ #loveontour has 10.1 billion views. For context: Harry Styles’ tour went on for 22 months, while Taylor Swift’s only started 4 months ago.
- Taylor released her first album back in 2006 and has managed to continue producing hits that have transcended generations and genres to appeal to an immense following of listeners. She has been the soundtrack to many of her fans’ lives, from growing pains to grief. For many of them, hearing her music live was an emotional, magical experience, which was reflected in the top emojis used.
- The concept of The Eras Tour is to “adventure” through her music of the last 17 years. With each album coming with its own aesthetic, Taylor made sure that her wardrobe on the tour matched each of them and helped show the transition.
- Whether it's recreating Swift’s iconic outfits, or taking inspiration from the vibes of an album or specific lyrics, finding the perfect Eras Tour outfit is key. In fact, the tour has led to a spike in fashion items like metallic boots and sequin dresses, with US fashion chain Francesca’s reporting a 30% spike in Taylor-inspired looks when she performs nearby. Many retailers have since taken notice and begun curating their own edits specifically catered to her concert outfits, such as Altar’d State and ASOS.
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.
- Speaking of DIYs, trading colorful beaded friendship bracelets has become a fun activity for concert attendees. A lyric in Swift’s song, “You’re On Your Own Kid” that asks listeners to “make the friendship bracelets, take the moment and taste it” has inspired fans to make their own that make references to other song lyrics and inside jokes amongst fans.
Read more AI-powered analysis of Taylor Swift’s album eras.
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