I'll be the first to admit: I'm not a Taylor Swift fan (please don’t stop reading just yet). I couldn't tell you the names of her latest album, let alone recite her lyrics. I could however probably be able to pick up on a few popular tracks of hers if I heard them playing in a store.

Yes, I am clueless to Taylor Swift artistry and celebrity gossip, but during my summer visit to London this year, it was impossible to ignore the impact of her presence on the city (and beyond), and I’ll tell you why.

From the moment we reached the city, Taylor Swift was everywhere. Billboards, store windows decked out in Eras Tour themes, and even museums referencing her influence—it was clear that something big was happening.

As I spent the summer mostly chilling and exploring the city, my brain seemed to pick up on something I couldn't help but to wonder: How much does Taylor Swift actually bring into the city? What did the Eras Tour truly mean for London's economy? And also what on earth does Eras even mean? Let's try to break it down:

The Economic Impact: Ticket Sales and some more!

London's economy: so according to London.gov.uk Taylor's eight performances that took place in the Wembley Stadium was estimated to have brought in nearly 700,000 fans and generated an estimated £300 million for the city (I know I was shocked too), apparently also globally, the Eras Tour is projected to be the highest grossing in history. In the U.S. alone, it's driven an estimated $5 billion in consumer spending over six months (Source: Swiftonomics: The economic power of superstar concerts | Nomura Connects).

Local Business Boost: in London it wasn’t just stadiums and arenas that were getting booked, hotel occupancies were solid, restaurants were packed, and shops had a lot of Eras Tour merch to sell.

Murals: If you happened to be on your way to the Wembley Outlet Mall this summer you would not have been able to ignore The "Swiftie Steps" at Wembley Park. Even as a non-fan you couldn’t deny that Swift’s impact and influence.

So what’s beyond Taylor Swift and her music?

Now, here's where it gets really interesting. Taylor Swift isn't just supporting economies; she also knows how to make a political stance when she wants. Her endorsement of a presidential candidate for the 2024 US elections had sparked global conversations. When I said my summer included a lot of Taylor Swift it really was everywhere. I remember seeing it on the news channels in our hotel (side note: why is it so fun to watch live tv and news while on holiday?) which clearly was a reminder of how artists/ celebrities can use their platform to influence not just fashion and music, but also political engagement.

Which made me even wonder more on to the topic of influence and us as individuals or even aspiring entrepreneurs.

Lessons for Aspiring Entrepreneurs

For us aspiring entrepreneurs out there, there's a lot we can learn from the Taylor Swift phenomenon and here are a few questions that come to mind that I’m still trying to figure out:

1. Your Brand: Taylor Swift created a brand that resonates with millions. Not saying that’s the goal, but how can you make your brand speak to your audience? And how do we build a brand to that speaks to us?

2. Economic Impact: Understanding how your product or service affects the broader economy can help you think bigger. What ripple effects could your business create? And also how do we utilize cultural social events to our advantage?

3. Connection and Engagement: The way she connects with her fans is next-level. How can you build that kind of loyalty with your customers?

4. Your Platform: Something I am currently trying to understand and truly build for my business - How can you use your platform to promote your business? Or advocate for causes you believe in?

Meaning Behind It All

Whenever I would hear Taylor Swift’s Eras for some strange reason, I wasn’t able to link the name of the tour with the actual word “eras”. After feeling the need and urge to learn more about Taylor Swift and her concerts, the name apparently comes from telling a story of the evolution of her artistry and a celebration of her music – get it? Taylor Swift over the eras of her music. I thought that was a pretty awesome and smart name for a show and great way not only to celebrate with her fans, but also a way to introduce herself to new ones.

Taylor Swift | Songbook Trial display at Victoria & Albert Musuem 2024

So, Swiftie or not, there's no denying the Eras Tour is a phenomenon worth our attention. But really the Eras Tour got me thinking so much about other cultural events and the kind of economic and social impact they have on cities. And how can we, as aspiring entrepreneurs, create products or experiences that resonate so deeply with people.

Leave your thoughts in the comments section below – I'd love to hear your take!

Stay curious and keep dreaming big,
Mona

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