THE ERAS TOUR | HOW IT STARTED
American singer-songwriter Taylor Swift embarked on her sixth concert tour, aptly named the Eras Tour, in March 2023. This ambitious tour, spanning over 150 shows across five continents, pays homage to Swift’s musical journey, showcasing her evolution from country star to pop icon.
The Eras Tour stands out as Swift’s most expansive tour to date and has broken numerous records. As of August 2023, it holds the title of the highest-grossing tour ever by a woman and the second highest-grossing overall based on its first 56 North American shows alone.
Swift’s decision to launch the Eras Tour coincided with the release of her tenth studio album, Midnights. The tour kicked off in Glendale, Arizona, on March 17, 2023, and is scheduled to conclude in Vancouver, Canada, on December 8, 2024.
Each Eras Tour performance is a captivating spectacle, lasting over three and a half hours. The setlist features 44 meticulously chosen songs, divided into ten distinct acts, each representing a specific era in Swift’s musical career.
Critics have showered the Eras Tour with praise, hailing its innovative concept, exceptional production, stunning aesthetics, and immersive atmosphere. They have also commended Swift’s exceptional musicianship, captivating stage presence, and remarkable versatility.
The Eras Tour’s impact extends beyond the realm of entertainment, leaving a profound cultural, economic, and political mark. The unprecedented demand for tickets and record-breaking venue attendance figures have been accompanied by technical challenges that have led to the implementation of price regulation and anti-scalping measures. The tour has also boosted local economies, businesses, and tourism, dominating news cycles and social media. Governments and organizations have even paid tribute to Swift’s groundbreaking achievements.
Ticketmaster, the tour’s official ticketing partner, faced scrutiny for its ineffective sales practices and alleged monopoly. Nevertheless, the Eras Tour propelled Swift’s net worth to over US$1 billion, solidifying her position as the first billionaire with music as their primary source of income.
Throughout the tour, Swift has continued to release new music, including extended editions of Midnights, the re-recorded albums Speak Now (Taylor’s Version) and 1989 (Taylor’s Version), the music videos for “Karma” and “I Can See You,” and the single “Cruel Summer.“
On October 13, 2023, a concert film capturing the Eras Tour’s magic debuted in theaters worldwide, becoming the highest-grossing concert film in history. The film serves as a testament to the tour’s unparalleled success and Swift’s enduring legacy in the music industry.
THE ERAS TOUR | BACKGROUND
In 2018, Taylor Swift embarked on her fifth concert tour, the Reputation Stadium Tour, in support of her critically acclaimed sixth studio album, Reputation. This electrifying tour shattered records, becoming the highest-grossing US tour in history.
The unforeseen COVID-19 pandemic in 2020 forced Swift to cancel her planned sixth tour, Lover Fest, which was set to promote her seventh studio album, Lover. Undeterred, Swift continued to create music, releasing three studio albums – Folklore, Evermore, and Midnights – and two re-recorded albums, Fearless (Taylor’s Version) and Red (Taylor’s Version) in 2021.
With her musical evolution and a renewed desire to connect with her fans, Swift launched the Eras Tour in 2023, celebrating her diverse musical eras and showcasing her remarkable growth as an artist. This ambitious tour has already made its mark, breaking numerous records and solidifying Swift’s position as a global icon.
US Dates: While promoting her album Midnights on popular talk shows like The Tonight Show Starring Jimmy Fallon and The Graham Norton Show, Swift hinted at an upcoming tour. On November 1, 2022, she officially announced her sixth concert tour, the Eras Tour, on Good Morning America and her social media accounts, describing it as a journey through the musical eras of her career. She initially announced 27 shows across 20 US cities, starting in March 2023 in Glendale, Arizona, and ending in August 2023 in Inglewood, California. The opening acts included Paramore, Haim, Phoebe Bridgers, Beabadoobee, Girl in Red, Muna, Gayle, Gracie Abrams, and Owenn. Messina Touring Group, an Anschutz Entertainment Group (AEG) partner, served as the tour’s promoter.
Due to the overwhelming demand, Swift added eight shows to some US cities on November 4 and 17 more the following week, expanding the Eras Tour to 52 shows, making it the most extensive US tour of Swift’s career, surpassing the Reputation Stadium Tour’s 38 shows. Billboard described the tour’s announcement as “the most chaos-inducing tour announcement of the decade.” Among the tour’s prospective partners were the now-bankrupt cryptocurrency exchange company FTX; a $100 million sponsorship deal with Swift was in talks but did not materialize. On January 31, Swift released tour merchandise inspired by all of her ten album “eras” for purchase on her website. On August 3, Swift announced a second US leg, featuring three more cities in October and November 2024, with Gracie Abrams as the opener.
International Dates: On June 2, 2023, Swift announced the Latin American leg of the Eras Tour, with Sabrina Carpenter as the opening act. Due to high demand, a third show in Buenos Aires was announced on June 6, just hours after the public sale commenced. Louta, an Argentine singer, was also added as an opening act. Additional shows in Mexico City, Rio de Janeiro, and São Paulo were announced on June 12, followed by shows in Asia, Australia, and Europe on June 20.
The announcement of the Eras Tour prompted calls from several politicians and government officials to bring the tour to their country or city. Fans and officials expressed dismay and disappointment when Canada and Chile were not included in the tour’s initial announcement. Similarly, fans in Southeast Asia decried the lack of shows in countries like the Philippines, Malaysia, and Thailand. Some journalists and fans speculated that infrastructure limitations might have prevented the tour from reaching these countries, while others cited the COVID-19 pandemic and legal restrictions as potential reasons for the exclusion.
Between June and November 2023, additional shows were added to the tour. In the Asia-Pacific region, the number of shows in Singapore was increased to six, and two extra shows were announced in Australia. In Europe, eight shows were initially added, followed by fourteen more, and then two in London. Paramore was announced as the opening act for the European leg of the tour. Nine shows were also announced in Canada (Toronto and Vancouver), with Gracie Abrams as the opening act.
THE ERAS TOUR | TICKET SALES
Ticket Sales for the Eras Tour were managed by various ticketing agencies worldwide, including Ticketmaster, across multiple dates. The tickets sold out quickly due to unprecedented demand, breaking records at every venue. However, the sales encountered technical issues in several countries, with scalpers and bots bulk purchasing tickets and reselling them at high prices on platforms like StubHub.
US and Canada: The first US leg was scheduled for public sale on November 18, 2022. Capital One cardholders had presale access starting from November 15. Fans who registered for the Ticketmaster Verified Fan program received exclusive codes for the TaylorSwiftTix Presale on November 15. Ticket prices ranged from $49 to $449, with VIP packages from $199 to $899. The TaylorSwiftTix Presale aimed to thwart scalpers and bots, and Ticketmaster reported a record 3.5 million verified fan registrations.
Ticketmaster Controversy: On November 15, Ticketmaster’s website crashed during the first US presale due to overwhelming demand. Live Nation, Ticketmaster’s parent company, admitted being unprepared for the 14 million verified fans who showed up. This led to public criticism, political scrutiny, and investigations by state and federal authorities. Ticketmaster later sold the remaining 170,000 tickets for the first US leg over four weeks.
Latin America: Tickets for Latin American shows went on sale in early June 2023. Banco Patagonia clients in Argentina had presale access, with over one million customers queuing for presale tickets in Buenos Aires. In Brazil, there were presales for previous Lover Fest ticket holders and C6 Bank Mastercard holders, with reported unrest due to scalpers. The “Taylor Swift Law” was filed in Brazil to penalize scalpers. In Mexico, Ticketmaster’s Verified Fan program handled the presale.
Asia-Pacific: In Australia, tickets were available only through Ticketek, and the demand was significant. The Victoria State Government declared the Eras Tour in Melbourne a “major event” to penalize scalping. Singaporean shows had presale access for UOB cardholders, with over one million users in the virtual queue. Around 22 million users registered for the general sale in Southeast Asia, leading to immediate sell-outs.
Europe: The Lisbon shows went on sale via See Tickets, with high demand. In Germany, three million people queued for tickets, and the Vienna shows had the largest and fastest ticket sale in Austria. France experienced unprecedented demand for presales, with Ticketmaster suspending presales due to login glitches. The UK sale was handled by Ticketmaster and AXS, with significant demand and reported scalping. Ireland, with 500,000 registrations, had a smooth sale without scalping issues.
THE ERAS TOUR | PRODUCTION
The Eras Tour was brought to life by Taylor Swift Touring, her in-house production company. It’s been touted as one of the most expensive and technically ambitious productions of the 21st century, earning praise for its impressive set design by Architectural Digest.
Stage and Lighting: The production is packed with smoke machines, confetti shooters, light beams, and hydraulic platforms, creating a visually stunning experience. The middle stage boasts mobile blocks that transform into various platform shapes throughout the show. The expansive staging, made of digital displays, includes three separate stages connected by a broad ramp, each showcasing diverse visuals and effects. The tour’s concept focuses on worldbuilding, utilizing a range of props and performing styles to capture the different moods and aesthetics of Swift’s albums.
The staging features a “hyperactive” hydraulic platform, rising blocks, and a 4D cognitive experience, drawing inspiration from Broadway theatre. It incorporates pyrotechnics, laser lights, smoke machines, fire cannons, indoor fireworks, PixMob LED bracelets, and image projection technology, including projection mapping.
Music: The Eras Tour pays tribute to Swift’s 17-year career, covering music from her 10 studio albums across various genres. Dubbed the “greatest hits” tour by some media outlets, it places emphasis on albums Swift had not previously toured, featuring first-ever live performances of several tracks. The concert ensemble includes 15 backup dancers choreographed by Mandy Moore, a live band of six instrumentalists, and four female backing vocalists.
Fashion: Swift’s wardrobe steals the spotlight at the Eras Tour, with custom-made outfits by designers like Roberto Cavalli, Zuhair Murad, and Oscar de la Renta. Her costumes, along with those of her dancers, pay homage to her 10 albums, drawing inspiration from previous performances, music videos, and public appearances. Crystals are a unifying fashion choice, adorning costumes across acts.
Fashion houses such as Atelier Versace, Etro, and Christian Louboutin contribute to Swift’s attire and accessories. Each costume aligns with the overarching themes and palette of the era, showcasing the sonic and visual aesthetics of her career. Designers invest significant time and craftsmanship, incorporating Swarovski crystals and intricate handwork into the costumes.
The Eras Tour wardrobe is hailed as Swift’s best fashion collection for a tour by StyleCaster. The New York Times’ chief fashion critic praises Swift for setting a high bar for future concerts with her purposeful and fabulous wardrobe choices.
THE ERAS TOUR | CONCERT SYNOPSIS
The Eras Tour offers a captivating concert experience, lasting over three hours and 15 minutes, making it Taylor Swift’s longest career performance to date. The show unfolds with 44 songs organized into 10 acts, each characterized by specific color schemes. Transitions between acts are seamless, marked by on-screen interlude visuals and costume changes, keeping the energy high with negligible intermissions.
Lover Era: The show kicks off with the Lover act, accompanied by a countdown to show time and the sounds of Dusty Springfield’s “You Don’t Own Me.” Swift emerges in a bodysuit and boots, surrounded by pastel-colored tapestry. The set includes fan-favorite songs like “Miss Americana & the Heartbreak Prince” and “Cruel Summer,” creating an energetic start to the concert.
Fearless Era: Transitioning to the Fearless act, the stage is showered in gold electric sparks. Swift reappears in a metallic fringed dress, performing hits like “Fearless,” “You Belong with Me,” and “Love Story” alongside her band. The act celebrates Swift’s early style and showcases her country roots.
Evermore Era: The Evermore act adopts a mystical forest aesthetic, featuring songs like “‘Tis the Damn Season” and “Willow.” Swift dons a “witchy” séance outfit and performs amidst dancers holding luminescent orange orbs. The act concludes with “Tolerate It” at a dinner table reminiscent of Citizen Kane.
Reputation Era: The Reputation act takes a darker turn with snake visuals and Swift appearing in a black-red asymmetrical catsuit. High-energy performances of songs like “…Ready for It?” and “Look What You Made Me Do” captivate the audience. The act concludes with a symbolic on-screen snake slithering away.
Red Era: The Red act starts with a custom Gladys Tamez black fedora hat, presented to a fan during “22.” The set includes hits like “We Are Never Ever Getting Back Together” and “All Too Well (10 Minute Version),” creating a dynamic and visually stunning performance.
Speak Now Era: The Speak Now act features an abstract mosaic of purple lights, with Swift in a ball gown performing hits like “Enchanted” and “Long Live.” The color scheme transitions to the Red act, featuring the iconic song “22” and ending with artificial snowfall.
Folklore Era: The Folklore act introduces a cottagecore theme, with Swift performing on a bucolic A-frame cabin setup. Songs like “Invisible String” and “The Last Great American Dynasty” showcase a mix of acoustic and visually enchanting performances.
1989 Era: The 1989 act starts with a neon-lit city skyline, featuring hits like “Style” and “Shake It Off.” A visually striking optical illusion creates a water-themed performance, with Swift seemingly swimming underwater.
Midnights Era: The final act, Midnights, features a dreamlike sequence with Swift in a purple faux fur coat, performing hits like “Lavender Haze” and “Vigilante Shit.” The show closes with the explosive “Karma,” featuring fireworks, colorful visuals, and confetti, leaving the audience in awe.
The Eras Tour promises a musical journey through Swift’s diverse discography, coupled with visually stunning production and captivating performances across multiple thematic acts.
LIST OF ERA TOUR CONCERTS 2023 & 2024
2023 Concerts:
March:
- March 17: Glendale, United States – State Farm Stadium (Opening Act: Paramore)
- March 24: Paradise, Allegiant Stadium (Opening Act: Beabadoobee)
- March 31: Arlington, AT&T Stadium (Opening Act: Muna)
April:
- April 13: Tampa, Raymond James Stadium (Opening Act: Beabadoobee)
- April 21: Houston, NRG Stadium
- April 28: Atlanta, Mercedes-Benz Stadium
May:
- May 5: Nashville, Nissan Stadium (Opening Act: Phoebe Bridgers)
- May 12: Philadelphia, Lincoln Financial Field (Opening Act: Phoebe Bridgers)
- May 19: Foxborough, Gillette Stadium (Opening Act: Phoebe Bridgers)
- May 26: East Rutherford, MetLife Stadium (Opening Act: Phoebe Bridgers)
- May 28: Chicago, Soldier Field (Opening Act: Girl in Red)
June:
- June 9: Detroit, Ford Field (Opening Act: Girl in Red)
- June 16: Pittsburgh, Acrisure Stadium (Opening Act: Girl in Red)
- June 23: Minneapolis, U.S. Bank Stadium (Opening Act: Girl in Red)
- June 30: Cincinnati, Paycor Stadium (Opening Act: Muna)
July:
- July 7: Kansas City, GEHA Field at Arrowhead Stadium (Opening Act: Muna)
- July 14: Denver, Empower Field at Mile High
- July 22: Seattle, Lumen Field (Opening Act: Haim)
- July 28: Santa Clara, Levi’s Stadium
- August 3: Inglewood, SoFi Stadium (Opening Act: Haim)
- August 24: Mexico City, Foro Sol (Opening Act: Sabrina Carpenter)
November:
- November 9: Buenos Aires, Estadio River Plate (Opening Act: Sabrina Carpenter)
- November 17: Rio de Janeiro, Estádio Olímpico Nilton Santos (Opening Act: Sabrina Carpenter)
2024 Concerts:
February:
- February 7: Tokyo, Japan – Tokyo Dome
- February 16: Melbourne, Australia – Melbourne Cricket Ground (Opening Act: Sabrina Carpenter)
May:
- May 9: Nanterre, France – Paris La Défense Arena (Opening Act: Paramore)
- May 24: Lisbon, Portugal – Estádio da Luz
June:
- June 7: Edinburgh, Scotland – Murrayfield Stadium
- June 13: Liverpool, England – Anfield
- June 18: Cardiff, Wales – Principality Stadium
- June 21: London, England – Wembley Stadium
- June 28: Dublin, Ireland – Aviva Stadium
July:
- July 4: Amsterdam, Netherlands – Johan Cruyff Arena
- July 9: Zürich, Switzerland – Letzigrund
- July 13: Milan, Italy – San Siro
- July 17: Gelsenkirchen, Germany – Veltins-Arena
- July 23: Hamburg, Volksparkstadion
- July 27: Munich, Olympiastadion
- August 1: Warsaw, Poland – PGE Narodowy
- August 8: Vienna, Austria – Ernst-Happel-Stadion
- August 15: London, England – Wembley Stadium
October:
- October 18: Miami Gardens, United States – Hard Rock Stadium (Opening Act: Gracie Abrams)
- October 25: New Orleans, Caesars Superdome
- November 1: Indianapolis, Lucas Oil Stadium
- November 14: Toronto, Canada – Rogers Centre
- December 6: Vancouver, BC Place