2023-10-10 16:06:47
She is obviously very successful as an interpreter and songwriter, but Taylor Swift and her team also have the business side fully under control. Image: Chris Pizzello/Invision/AP
The hype surrounding Taylor Swift is huge. Their “Eras” tour runs until the end of 2024, but a concert film is already being released. Its creation is a prime example of Swift’s marketing skills.
Is she feverish in the stadium or not? Whether Taylor Swift shows up to Kansas City Chiefs games is by no means a trivial question. The alleged relationship with American football star Travis Kelce and the image of Swift cheering on his team brought the NFL a hefty boost in ratings – not to mention jersey sales, which increased by 400 percent. The Swift effect has long since had an impact beyond the 33-year-old musician’s core business. “The Eras Tour,” which will connect all the albums and their musical genres – country, pop and indie folk – continues in November in Argentina and Brazil. For weeks she has been accompanied by all sorts of superlatives. Be it the rush for hotels at the concert venues or the impact on the GDP.
The key figures are impressive: According to the trade magazine for the live industry, “Pollstar”, around $300 million in ticket revenue was collected from the first 22 US shows of the tour alone. That works out to an average of around $13.6 million per concert – with an average ticket price of $253 and almost 54,000 tickets sold each time. It is a foregone conclusion that Swift’s tour, which runs until the end of November 2024, will break the billion mark in ticket revenue alone. There is also income from the lucrative sales of fan articles. Even simple tour shirts now cost 40 euros or more, and not just for absolute superstars like Swift.
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