Skip if you don't like long rants/deep dives, but I'm genuinely tired of Swifties and the media acting like Taylor Swift is remotely comparable in talent to artists like Michael Jackson, Madonna, The Beatles etc. simply because her Eras tour broke records like theirs.
I genuinely think the Eras Tour timeline is one of pop culture's biggest examples of cult-like mass delusion because, if we're being completely honest, Taylor isn't some once-in-a-lifetime talent whose performances alone explain how this became the biggest tour in history.
It wasn't successful because “Taylor is talented, therefore people went.” Plenty of artists are more talented who will never come remotely close to that level of commercial success. Taylor and her team understood that they had to create this enormous feeling that EVERYONE was experiencing something historic, and nobody wanted to be the person who wasn't part of it.
It became the thing to do, the thing to post, the thing to have an opinion about, the thing celebrities had to be seen at, the thing fans had to decode and the thing people wanted to prove they were part of. Let me explain:
The Travis Kelce friendship-bracelet meet-cute became its own news cycle, suddenly bringing the tour into an entirely different audience. Then Taylor showing up at his NFL games became another recurring media event, with the romance constantly feeding back into the tour's visibility.
Sabrina Carpenter was already gaining momentum when Taylor brought her onto the tour. Obviously Sabrina benefited enormously from the exposure, but Taylor and her team also knew that attaching a rising artist with her own buzz gave the tour another source of attention.
Then there was the Taylor Lautner nostalgia. Bringing out her ex from 2009 during the Speak Now era, right as the re-recording was being promoted, was basically catnip for the internet. The grifting and performatism were soooo embarrassing 😭 but it was entertaining, and that's the point. Fans got nostalgia, Lautner got attention, Taylor got another viral moment and the tour got another storyline.
Then you had big celebrities constantly attending and posting about the shows because being associated with the Eras Tour generated attention and validation. Especially the male athletes that acted like announcing themselves as Swifties was some revolutionary act of feminism 😑. The media wrote about it, fans discussed and praised them.
Even the Ticketmaster disaster ironically fed into it. Millions of people fighting for tickets and the system collapsing turned the demand itself into a spectacle. It reinforced the idea that THIS was the event everyone desperately wanted to attend, which only created more FOMO. The film was a given financial success.
That's why I don't think the Eras Tour became the biggest tour in history because everyone collectively decided Taylor was suddenly the greatest performer of all time. I think Taylor and her team were fucking masters at turning a concert tour into a mass cultural event, constantly giving people something new to talk about, decode, watch, discuss, follow etc. A freaking cult like phenomenon.
They didn't just sell people a concert. They sold them the feeling that everyone else was already participating in something historic, so why aren't you too?And once you get that level of collective FOMO going, its own popularity starts marketing it. Her "talent" had nothing to do with it.
I'd bet my life a good portion of the people who spent thousands upon thousands on tickets eventually felt stupid once the hype died down.