The American pop star starts her European tour in Paris this Thursday, May 9. Three other dates will follow in the capital, before two concerts planned in Lyon at the beginning of June.
That’s it, it’s D-Day for Taylor Swift fans! Glittery costumes on their backs, heart-shaped glasses on their eyes and nails in the colors of her albums, the singer’s worshipers (also called the “swifties”) stand idly in front of Paris La Défense Arena while waiting for the singer’s first concert. singer in Europe this Thursday, May 9, as part of her global tour “The Eras Tour”.
300,000 spectators expected in France
Four precise concerts lasting 3 hours 20 minutes are scheduled at L’Accord Défense Arena and two others in Lyon on June 2 and 3. In total, nearly 300,000 spectators are expected in France to see Taylor. Among them, more than half are foreign tourists who came for the occasion. Because the regulation of ticket prices in France is more interesting than in the United States for example, where prices are displayed at $1,000 on average, and vary according to demand.
And for good reason, more than an ordinary tour, the “Eras Tour” by Taylor Swift is a true cultural, societal and economic phenomenon. Some even believe, as reported by our colleagues at BFMTV, that the craze for Taylor Swift would be stronger than that for the Paris Olympic Games! But how can we explain such success?
An accessible and caring artist
Although she began to shine at the age of 16 in country music, a genre associated with the rural environment to which she remained faithful throughout her first three albums, Taylor Swift established herself as a reference pop star. Her fans praise her talents as a lyricist and her kindness. His texts, both very personal and universal, easily allow his listeners to identify. Some songs are even the subject of university courses in the United States, Canada and Great Britain.
By sharing parts of her personal life and interacting with her fans online, she strengthens their emotional bond. “It’s the loyalty and commitment of the fans that is exceptional in the case of Taylor Swift. And that can be explained by the special relationship that she has managed to establish with them. She comes from the world of country where it is very important that a star is not really a star, but is very accessible”analyzes Elsa Grassy, lecturer in American studies, in the columns ofEurope 1.
With 113 million monthly listeners on Spotify and already 200 million albums sold, Taylor Swift became the first artist to become a billionaire at the end of last year just from her music. And with his “Eras Tour”revenues generated by ticket sales are expected to exceed $2 billion by the end of his tour, scheduled for December 8 in Vancouver (Canada).
A musical and economic success
This musical success is thus transformed into an economic phenomenon: according to the American central bank, the pop star’s tour would have resulted in up to 4.6 billion dollars in expenses. Between the price of concert tickets, transport, accommodation and on-site expenses, the average budget spent to see the artist in concert is around 1,100 euros. Some experts even speak of “taylornomics”a mixture of his first name and a term “economic” in English.
Elected personality of the year 2023 by the magazine TimeTaylor Swift does not hesitate to use her voice to mobilize her admirers around the social and political causes that she defends, such as the right to abortion, the promotion of LGBTQIA + rights, the importance of voting or even the gender equality.
Political influence
The influence of the 34-year-old singer is also at the heart of all the desires for the American presidential election of 2024. In 2018, on the occasion of the mid-term election, all it took was a photo taken. Taylor Swift’s word for 250,000 people to register to vote.
His support for Joe Biden – not yet officially announced – could have a real impact on the outcome of the American presidential election, and allow the Democratic candidate to win over Donald Trump.
