It is the most lucrative tour in history. The Eras Tour of Taylor Swift has generated more than $ 2 billion (1.92 billion euros) alone in sales. But beyond this commercial triumph, the 149 concerts of the superstar also had a major economic impact, both on host cities and on artists in the first part.
An American study, published in the Journal of the Music and Entertainment Industry Educators Association, reveals how Eras Tour has had a spectacular impact on The career of emerging artists who were chosen to ensure The first part of Taylor Swift concerts. For some, this opportunity was a real springboard towards notoriety.
At the origin of this study, Jeff Apruzzse, professor at Drexel University and director of the “Music Industry” program. Himself a musician and ex-member of the Passion Pit group, he knows the transformer potential of such an exhibition. “We often think that making the first part of a big headliner is automatically a quarry springboard for emerging artists. But the reality is much more nuanced”, he explains in a press release.
To better understand this dynamic, the researcher analyzed the data of 57 artistes Having played at the opening of the most lucrative tours of 2022 and 2023. He compared their audiences on Spotify four weeks before and four weeks after their passage on stage. Result, emerging artists, classified as “in development”, recorded an increase of 18% From their listening before the tour, followed by a slowdown afterwards. The already established artists have experienced more modest variations.
In the case of the Eras Tour, some have clearly benefited from a real “Taylor Swift effect”. Gracie Abrams, for example, was able to keep a large part of the conquered public when she assured the first parts of the singer. Conversely, Owenn saw his listening climbing 188% during the tour, but the enthusiasm then reduced.
