Are You Ready For It?: The Eras Tour
I’m currently listening to Apple Music’s Playlist “Set List: Taylor Swift’s Eras Tour” as I’m writing this piece. I need to prepare myself for the 44 songs and 3-hour setlist that I will be journeying through at the end of next month. Yes, I had a horrible experience getting tickets, but that’s beside the point.
In a little over a month, I’ll be immersed in the various eras of Taylor Swift, filled with melodies of heartache, love, and breakup that only need to be accompanied by a piano or guitar. However, I still don’t feel ready, and I don’t think I ever will be. Even after the show, I don’t think I will have fully processed seeing my favorite artist after five years. Yet, I’ve been getting this momentum through the playlist I’m listening to and the various videos I have seen all over Instagram and TikTok.
The hashtag #TheErasTour has over 2.2 billion views on TikTok, with thousands of videos filtered under the hashtag— from costume design videos to audio and video edits, viewers see Swift as if she is singing right in their faces, beautiful views from the tops of the stadiums, and colors that spread throughout the venue in tandem with every beat of a song. I know exactly what will happen before even going, and thanks to the live streams of the shows, fans from all over the world can embark on the journey of Taylor Swift and the few select songs from her discography that are played.
After scrolling through the various TikToks that have appeared on my feed and looking at the multiple hashtags associated with the tour, I’ve realized that Swifties did not take their commitment to going all out lightly. It seems that almost every one of the roughly 70,000 attendees of the night has some outfit that coordinates with one of Swift’s ten albums. From popular looks featured in her favorite music videos to various bedazzled shirts, leotards, skirts, hats, and boots, Swifites played the game of color and extravaganza to accessorize themselves for the concert. Taylor herself has proven to be a fashion expert, receiving custom-made looks from Oscar de la Renta— one being a bodysuit (with over 5,000 beads and crystals) to add some flare to the show, accentuated by various Christian Louboutin shoes. Fans supported and admired the multiple costume changes and looks on TikTok. Thanks to social media apps, fans can discuss their excitement and reflect on their overall experience after the show.
The usage of these social media apps have been beneficial as a marketing tactic for Taylor Swift and her management, Taylor Nation. With more fans posting about their experiences, videos from the concerts, and merchandise hauls, more people become interested in the discussion of the tour, as well as ways to find last-minute tickets. After the Ticketmaster fiasco, fans will still feel encouraged and connected to the artist, and more people will be inclined to buy merchandise supporting the tour. Trust me; this tactic has definitely worked. Videos of fans lining up outside the stadium at five in the morning to have first picks at the merchandise trucks have gone viral.
The power of media is never-ending, and the use of media to promote tours— Swift’s, especially— has proven successful. After backlash towards Ticketmaster about their sale of tickets, many wondered how many would be in attendance of the Eras tour, as it was assumed that seats would be empty due to ticket bots. However, Swift has broken records with her tour just beginning. Swift’s opening night became the most attended audience for a female artist, holding over 69,000 attendees at the venue in Arizona. This record was previously given to Madonna.
As live entertainment is gaining new traction, more fans of artists, sports, and events purchase tickets as soon as they’re released on ticketing sites. However, our consumption of curated media alongside live entertainment is still prevalent. With a combination of live events and social media, fans have various options to choose from, whether it be concerts, shows, or sports games. Taylor Swift’s tour is the perfect example of the live entertainment comeback mixed with elements of social media consumption. So, the main question is: Are You Ready For It?
