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Call it what you want, but The Eras Tour is officially the highest-grossing concert tour of all time. There’s no doubt that superstar Taylor Swift is one of the biggest names in music, if not the world, right now, and the mind-blowing spectacle that is the Eras tour has taken over social media, our cinema screens, and even Netflix, tipping Taylor into billionaire status.
So just why is it that the Eras tour has become one of the most iconic events of this generation and how can artists with fan bases of all sizes learn from Swift’s work?
It’s Been a Long Time Coming…
Since the last show of the Reputation Stadium tour on November 21, 2018, fans have been awaiting another tour announcement. Lover Fest, the planned tour for her seventh album, was canceled due to COVID, and her softer, poetic albums Folklore and Evermore, released during the pandemic, also missed out on a tour of their own. So after the announcement of her 10th studio album, “Midnights,” in August 2022, rumors began circulating. Swift herself even mentioned on The Graham Norton Show that a tour would be coming “soonish.” Just a few days later, the long-awaited announcement finally came. But instead of the Midnights tour the world was expecting, the Eras tour was revealed. It was to be a celebration of Swift’s entire career, from her country roots to her synth-pop evolution, and the internet went wild.
The Eras Era
Let’s talk about the Eras themselves. Each show on the tour is over three hours long, with nine of Swift’s ten albums featuring as different chapters, or “eras,” throughout the set. Each era is styled to reflect its respective album, with different costumes, stage design, choreography and even custom-made microphones. The eras are color-coded, too, with fans’ light-up bracelets changing colors to reflect the albums. These seemingly small details transform a single concert into an entire journey, taking the audience back in time and through different realms of emotion, from the bold anger of Reputation to the care-free nostalgia of Fearless.
The Element of Surprise
Even in a fully rehearsed show with meticulously planned choreography and a largely fixed setlist, Taylor gives her fans something new and exciting each night in the form of an acoustic set. During this intimate section of the show, she performs two “surprise songs,” one on guitar and one on piano, as the audience screams along to every word. Anything goes — since the start of the tour, the set has featured songs from all ten of her albums, as well as bonus tracks, a song she released with Zayn, the addition of special guests, and even creative mashups.
Other surprises are often thrown into the mix too, with no forewarning as to which show they will happen (although the fans are pretty good at guessing). These may present as an album announcement, the premier of a new music video, or, in the case of the Buenos Aires show on November 11, a lyric change during the song Karma, where Swift changed the lyric “the guy on the screen” to “the guy on the Chiefs,” a nod to her relationship with footballer Travis Kelce.
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The Experience
A night at The Eras Tour is not your average concert. Each show is a huge production, featuring three stages, hydraulic platforms, pyrotechnics, smoke machines, fireworks, lasers, handmade costumes, fifteen dancers, four backing vocalists and a live band. It’s a phenomenon that even part-time listeners want to witness for themselves. But despite its huge scale, Swift still manages to keep a personal touch, telling the stories behind the songs, repeatedly thanking the audience for their support, and even sprinkling in throwbacks from her previous tours, such as hand-hearts and mid-song costume changes. Taylor ensures her fans feel like they matter, commenting on TikTok videos after her shows and even including a dance routine that a fan created for “Bejeweled” into her set.
The Fans
Finally, let’s not forget the importance of the Swifties themselves. Taylor has been building her relationship with the fans since the days of MySpace, and they continue to support her on die-hard levels. Inside sold-out stadiums, fans can be seen sporting homemade costumes, posting videos of their reactions to their favorite songs, and sharing friendship bracelets inspired by a single lyric in the Midnights track “You’re On Your Own, Kid.” And the celebrations don’t stop there. Outside 90,000-capacity venues, more Swifties gather for parties in parking lots, singing along in the rain to the sounds of the artist who wrote the soundtracks to their youth. The infectious energy of these fans creates a sense of community, one that others want to be a part of.
So how can the wild success of The Eras Tour pave the way for smaller artists looking to maximize the impact of their journeys?
Firstly, let it spark hope that live music is not dead. It’s a tangible testament to the notion that in-person performance is alive and kicking, suggesting we may be further from a meta-verse gig dystopia than we imagined. An online presence is important, but putting yourself in front of fans in the real world is perhaps even more so.
Second, take inspiration from the powerful connection that Taylor has built with her fans. When fans are put first, they are more likely to give back. Never underestimate the significance of a simple shout-out or “thank you” message to a fan, or how meeting them in person after a show could solidify their support.
Finally, give your audience something they’ll remember. Whether that’s a song that truly speaks to them, an invite-only listening party, or the performance of a lifetime, don’t be afraid to put your whole heart into what you’re doing.
The Eras Tour serves as a powerful reminder of how hard work pays off. Taylor has never failed to give back to her fans, who in turn have supported her throughout her entire career. Aspiring artists can draw from the example set that authenticity and connection will never go out of style. Take it from Taylor — that’s how you build something that lasts a lifetime.
