$1.4 billion. This is the impressive figure that the revenues of the Eras tour could reach when it ends in 2024, according to estimates by Pollstar, a publication specialized in the music industry. Formulated last June, this forecast could even be revised upwards, since Taylor Swift has added around thirty dates to her calendar since then, for a total of nearly 150 concerts.
Already, the tour launched in March 2023 is the most lucrative of the year… by far! The first 22 performances in the United States, attended by 1.2 million people, grossed more than $300 million, according to mid-year data from Pollstar.
Bruce Springsteen’s tour ranks second in the charts with receipts of 142.6 million. Harry Styles’ Love on Tour came third, with 124 million.
In comparison, in 2022, Puerto Rican rapper Bad Bunny had the highest grossing at $373 million.
” Finally ! many Canadian ‘Swifties’ probably squealed with delight this Thursday, as Taylor Swift announced she would be stopping in Toronto for six nights at the Rogers Center in November 2024, November 14-16 and then 21-23.
On social media, many asked their favorite artist to present his 3-hour concert in Canada, which includes 44 songs from his 10 albums. Even Prime Minister Justin Trudeau challenged the singer on Twitter in a message full of nods to her songs.
Could the enthusiasm of the fans push the team of Taylor Swift to add concerts in Canada? “It sure is, because it shows there is a market. When there is so much pressure, she knows that if she adds dates, she will sell tickets,” analyzes Stéphane Mailhiot, president of the creative agency Havas Montreal.
“But why Toronto and not Montreal? “, many Quebec fans are certainly wondering. Once again, it is a question of the market, believes Stéphane Mailhiot. “It’s the biggest market in Canada,” he argues. And this, not only by its population, but also by its wealth.
Could the singer have done four concerts in Toronto and two in Montreal? “For the artist, it’s always easier to travel as little as possible,” says Alexis Perron-Brault, professor in the marketing department of the School of Management Sciences at the University of Quebec in Montreal (UQAM). . Moving the tour is a cost. […] There are quite complex elements of scenography. Moving that every time is expensive. And when an artist only stops at one place in Canada, Toronto is often the city of choice, notes the expert.
La Presse tried to reach Taylor Swift’s tour promoters to find out if a stop was planned or possible in Montreal, but got no response.
In the cities where it stops, the Eras tour generates very significant economic benefits. According to a study by QuestionPro and published in Fortune magazine, American Taylor Swift fans spent an average of $1,300 on tickets, hotel, transportation, food and clothing to attend their idol’s concert. The firm says the tour could generate $4.6 billion in consumer spending in the United States.
This is perhaps why, in addition to Justin Trudeau, so many leaders call out to the singer to invite her to perform in their country or city. Chile’s President Gabriel Boric, who describes himself as a “Swiftie”, posted a video on YouTube, while Budapest Mayor Gergely Karácsony sent him a letter asking him to go through Hungary.
Should the Montreal Swifties urge Mayor Valérie Plante to do the same? Alexis Perron-Brault doubts that the messages of the leaders influence Taylor Swift. According to him, politicians “try to use the positive image of the artist to look hip and friendly”.
If the Eras tour is so lucrative, it is, of course, due to the huge enthusiasm of the fans, but also because of the very high seat prices. According to Pollstar, the average ticket price in the United States is $250. The dynamic pricing system implemented by Ticketmaster has also been pointed out by many frustrated spectators.
“You don’t necessarily pay the same as your neighbor, depending on when you bought the ticket and who was willing to pay more,” says Stéphane Mailhiot of Havas Montreal.
However, for the first American dates, a surge in prices was observed from the presale last November. Computer system bugs and endless waits have also tested fans’ patience. A dozen of them have even filed a lawsuit against the conglomerate formed by Ticketmaster and Live Nation, and American politicians have denounced the monopoly of the merged company, which had to defend itself in front of the Senate in January.
A few weeks ago, ticket sales in France also experienced some failures. She had to be put on hiatus due to “problems with a supplier”.
Will ticket sales in Canada go more smoothly than elsewhere? We hope so. Ticketmaster is now inviting people interested in purchasing tickets to register for the “Certified Fans” presale. Registration is open until 5 p.m. Saturday. Among all these people, a certain proportion will receive, on August 8, an email informing them that they will have access to the presale. From August 9 to 11, these lucky ones will be able to buy tickets during a specific time slot that will be communicated to them. According to Ticketmaster, this way of doing things makes it possible to separate the real spectators from the robots.
