As Taylor Swift rolled into Los Angeles this week, the frenzy surrounding her record-breaking Eras Tour was already in high
As Taylor Swift rolled into Los Angeles this week, the frenzy surrounding her record-breaking Eras Tour was already in high gear.
Headlines gushed that she had given $100,000 bonuses to her crew. Politicians asked her to postpone her concerts in solidarity with striking hotel workers. Scalped tickets were going for $3,000 and up. And there were way, way too many friendship bracelets to count.
These days, the center of an otherwise splintered music world can only be Taylor Swift.
The pop superstar’s tour, which is now finishing its initial North American leg with six nights at SoFi Stadium outside Los Angeles, has been a both a business and a cultural juggernaut. Swift’s catalog of generation-defining hits and canny marketing sense have helped her achieve a level of white-hot demand and media saturation not seen since the 1980s heyday of Michael Jackson and Madonna — a dominance that the entertainment business had largely accepted as impossible to replicate in the fragmented 21st century.
“The only thing I can compare it to is the phenomenon of Beatlemania,” said Billy Joel, who attended Swift’s show in Tampa, Fla., with his wife and young daughters.
In a summer of tours by stars like Beyoncé, Bruce Springsteen, Morgan Wallen and Drake, Swift’s stands apart, in numbers and in media noise. Although Swift, 33, and her promoters do not publicly report box-office figures, the trade publication Pollstar estimated that she has been selling about $14 million in tickets each night. By the end of the full world tour, which is booked with 146 stadium dates well into 2024, Swift’s sales could reach $1.4 billion or more — exceeding Elton John’s $939 million for his multiyear farewell tour, the current record-holder.
Swift has now had more No. 1 albums on the Billboard 200 over the course of her career than any other woman, surpassing Barbra Streisand. With the tour lifting Swift’s entire body of work, she has placed 10 albums on that chart this year and is the first living artist since the trumpeter and bandleader Herb Alpert in 1966 to have four titles in the Top 10 at the same time.
“It’s a pretty amazing feat,” Alpert, 88, said in a phone interview. “With the way radio is these days, and the way music is distributed, with streaming, I didn’t think anyone in this era could do it.”
But how did a concert tour become so much more: fodder for gossip columns, the subject of weather reports, a boon for friendship-bracelet beads — the unofficial currency of Swiftie fandom — and the reason nobody could get a hotel room in Cincinnati at the end of June?
“She is the best C.E.O., and best chief marketing officer, in the history of music,” said Nathan Hubbard, a longtime music and ticketing executive who co-hosts a Swift podcast.
