celeb news Harvard Business Review: Taylor Swift and the Strategic Genius of the Eras Tour

[Feanor]

 

Interesting and well-written article from a senior editor at HBR that pretty much summarises why Eras became such a big deal, for those interested:

 

Harvard Business Review: Taylor Swift and the Strategic Genius of the Eras Tour

 

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Summary: Taylor Swift's record-breaking Eras Tour, wrapping up December 8 in Vancouver, has redefined the modern concert experience. With more than 150 shows across five continents and a staggering $10 billion impact on local economies, it's the highest-grossing tour in history. Beyond the numbers, Swift has mastered the art of fan engagement, continuously releasing fresh music and using platforms like TikTok to amplify her connection with Swifties. The tour, a career-spanning celebration, combined nostalgia with innovation, inviting audiences to co-create and relive the magic online. In doing so, Swift has mastered her own very specific take on being "customer obsessed" in an era demanding constant creativity and engagement

 

The article goes much more in depth and the author is even writing a whole 300-page book about this topic that's set to come out next year, but this following excerpt is also worth highlighting imo:

 

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The Eras Tour became both a career retrospective and an invitation for her audience to celebrate their own journeys alongside hers. Fans flocked to online spaces, where they didn't just consume the tour; they curated it and reinterpreted it, ensuring that its ripple effects extended far beyond the stadiums. In essence, the Eras Tour wasn't just a concert series — it was a participatory phenomenon.

. . .

Taylor Swift's Eras Tour is a case study in how a legacy act can navigate the modern attention economy. While fans are bombarded with endless streams of content and options for entertainment, many artists — even superstars — struggle to maintain relevance, let alone grow their influence. Swift has managed to achieve both.

 

[Carla Rosón]

She's the queen of marketing this has been long established

[sugarysunflower]

Another puff piece about another Greatest Hits tour.

 

Nothing revolutionary in his analysis pertained to TS, it's been done by several artists before her including Elton John, Bruce Springsteen, U2, Coldplay and Madonna. 
 

let's call a spade a spade. HBR are on the hype and couldn't hurt by having engagement by swifties. 

[Popboi.]

12 minutes ago, sugarysunflower said:

Another puff piece about another Greatest Hits tour.

 

Nothing revolutionary in his analysis pertained to TS, it's been done by several artists before her including Elton John, Bruce Springsteen, U2, Coldplay and Madonna. 
 

let's call a spade a spade. HBR are on the hype and couldn't hurt by having engagement by swifties. 

It's not like any of Elton, Bruce, U2, Coldplay or Madonna's GH-heavy show though

[Arrows]

25 minutes ago, sugarysunflower said:

Another puff piece about another Greatest Hits tour.

 

Nothing revolutionary in his analysis pertained to TS, it's been done by several artists before her including Elton John, Bruce Springsteen, U2, Coldplay and Madonna. 
 

let's call a spade a spade. HBR are on the hype and couldn't hurt by having engagement by swifties. 

Difference is this being the biggest tour of all time

[Dolce Vita]

i could say more but the perfect storm that the eras tour was, especially being the cultural phenomenon that it was, needs to be studied  

[elincomprendid]

2 hours ago, sugarysunflower said:

Another puff piece about another Greatest Hits tour.

Saying this as if any GH tour (or any type tour whatsoever) was even close to Eras level of dominance.

 

Yes, it's a GH tour but the way it's presented and executed it's a complete other way.