There exists a clear disdain towards Taylor Swift among both so-called ‘authentic’ music connoisseurs, including critical and non-critical followers, as well as business heavyweights. They take issue with her more juvenile behaviour, her assertiveness, her desire for attention, and her ubiquitous presence, the latter largely due to her latest project known as the ‘Eras Tour’. This 152-part stadium tour reflects on each of Swift’s ten studio albums, presenting them as individual periods with detailed set-up, costumes, and moods. Claims such as Blur’s lead singer, Damon Albarn’s 2022 suggestion that she does not pen her own lyrics, and comments from New York Times and GQ journalist Kelsey McKinney in 2024 saying there is insignificant to speak about with her being Person of the Year, together with an anonymous Reddit post in 2019 questioning whether Swift is America’s most problematic celebrity, further illuminate this attitude.
Kicked off in Glendale, Arizona, which was temporarily named ‘Swift City, Era-zona’ in honour of the event, on St Patrick’s Day in 2023, the tour schedules to wrap up in Vancouver by December of the same year. Throughout the tour, each night, the performer treats audiences to 44 songs and transitions through 16 costumes spread across five continents for a duration of approximately 195 minutes. This show is also the one that shoved Swift into becoming a billionaire, says Forbes’ latest tally of the wealthiest individuals globally; their reports allege she accumulated $1.1 billion (€850 million) in sales. However, will these astronomical numbers finally help persuade cynics that Swift possesses the business intelligence and entrepreneurial flair equivalent to the likes of Steve Jobs, Andrew Carnegie, or Richard Branson?
At 34, Swift has spent many years embodying what one may term as “elder sister aura”, offering a warm, revelation-filled level of intimacy that perfectly aligns with our use of social media. Dismissing such a persona is too easy, and indeed, for nearly a decade, she has been viewed with scepticism. Her natural modesty, commercial success, and baffling lack of ‘coolness’ have made her a punching bag for those sought after by the music fraternity. Kanye West is the most renowned example, who in 2009, infamously interrupted Swift during her acceptance speech for the best female video at the MTV Video Music Awards. The humiliation saw Swift’s joyous face turn into stunned dismay, a scorn which her young, female, majority white fan base deemed fitting – a group often dismissed as frivolous, melodramatic, and lacking depth. Swift recognises and resents this, using her ill-treatment to leverage appeal for commercial relatability. She side-stepped the traditional fan-and-star rapport, whilst building connections that transcend generations.
In the vein of accomplished songwriters like Bob Dylan, Joan Baez, and Dolly Parton, Taylor Swift often uses her own life as creative fodder. This autobiographical style has resonated deeply with her fans, who feel an intimate connection to her through her music. In fact, many assert that her evocative lyrics resonate so strongly that it’s as though they’re delving into their own personal journals. Swift’s masterful ability to transcribe her experiences into music that feels universally relatable irrespective of the listener’s age or background is testament to her genius. This is evident whether the audiences at her concerts are adolescent girls or, quite intriguingly, a convicted felon as highlighted in an unforgettable New Yorker essay.
Demonstrating an acute sensitivity to creating memorable moments, Swift’s stadium concerts are familial events steeped in culture. Her shows are reminiscent of Bruce Springsteen’s concerts for the baby boomer generation and of Beyoncé’s performance for black university students at the Coachella festival. Swift’s performances, both live and digital, often feature viral dances or references to online comments about her – a testament to her understanding of the current social zeitgeist.
Despite facing numerous challenges throughout her journey, Swift has consistently used her platform to address and initiate changes within an industry notorious for harbouring abusive behaviour and practicing exclusionary tactics. A case in point is her audacious decision to rerecord her entire discography after she was denied the rights to her original music following a change of record labels. Swift’s move to reclaim her work was met with equal parts admiration and controversy, and has incited fresh discussions about artist rights in the music industry. Labeling each of her re-released songs with “(Taylor’s Version)” was a clear indicator to her ardent fans that these tracks were a vindication of her rights whilst simultaneously cementing her legacy – even amid record labels’ reactions to curb such practices in the future.
Swift made headlines with her spectacular stand against streaming giants like Spotify and Apple Music. When the revelation came that Spotify paid a paltry royalty that was less than 0.01c per play, Swift didn’t hesitate to remove her entire discography from the platform. However, before withdrawing her songs, she voiced her opinion through the Wall Street Journal: “Music is an art form and like all rare and important art, it carries immense value that should be appropriately compensated.” This led to an immediate change in Spotify’s policy. Subsequently, her fight for fairness extended to Apple Music CEO, Tim Cook. She wrote, highlighting that the company’s free three-month trial policy was at the expense of the artists, producers and writers who wouldn’t be paid for those three months, even expressing disappointment at the handling by a company renowned for its progressive ideals. The company’s direction changed mere hours after this revelation.
Swift’s ascension to pop music’s highest ranks is a phenomenal feat, one rarely achieved even in the billion-dollar industry. What is even more commendable is her strong imprint on the business aspect of music. Her vehement insistence for autonomy serves as encouragement for emerging artists who are yet to gain influential power. More so, Swift has masterfully utilized strategic marketing techniques, from engagement on social media platforms with fans, undercover college tuition payments, organizing covert pre-album release sessions to an innovative reward system involving encoded messages – or Easter eggs – sprinkled within her promotional content meant for her devoted fans.
Within her recent touring ventures, famous for substantially benefiting local economies, Swift has retained the same high standard of commitment, providing her fans with an exceptionally personal experience. Although her show tickets are on the pricier side, they are consistently sold out in no time. Ultimately, Swift’s most potent talent could be her capacity to challenge conventional thought – our perception of financial norms and society’s traditional view of women.