The algorithms work for her.
It is nighttime in Paris. We are more than a year into Taylor Swift’s Eras Tour, and tonight, her fans are once again trying to figure out what her clothes mean.
The star is in a glittering yellow-and-red two-piece set, a possible reference to the colors of the Kansas City Chiefs, the football team Swift’s boyfriend, Travis Kelce, plays on. This is also the 87th performance in the tour, and—aha!—Kelce wears jersey number 87. The hundreds of thousands of fans watching along through bootlegged livestreams on TikTok and YouTube have solved another mystery.
This is the beginning of the European leg of Eras, which will stretch on and on until Swift returns to North America this fall and plays the final show of the tour on December 8 (that is, assuming she doesn’t extend it, as she has multiple times already). You’d think people would have lost interest by now. But Taylor Swift has kept fans’ attention by tapping into an algorithmic machine unlike anyone has before her.
Swift is savvy, and leverages social-media culture to her advantage. Over her 18-year career, she has trained her fandom to inspect everything she does for Easter eggs; she knows that even a small reveal can send people into a frenzy.
