MUSIC
How has Taylor Swift impacted the music industry?
Taylor Swift has been huge on the music scene for more than a decade, but her influence has gone well above and beyond that as of late.
Since Taylor Swift kicked off her ‘Era’s Tour’ on March 17, every town she has visited has gone into a fan-stricken craze, with cities changing their name to honor the singer, naming Swift their mayor, and offering University level courses to study the singer’s work.
After breaking records in ticket sales for her signature three-weekend shows at each stop, Swift has been keeping fans in anticipation by singing two surprise songs each show, finding creative ways to get to the stage, and bringing in special guests for duets.
Swift changing the music scene
Now, industry insiders are pausing to analyze the impact Swift is having on the music industry and beyond.
John Simson, business and entertainment program director at American University, sees Swift as fundamental to the business and new artists will have a much higher bar to strive for in the wake of all her accomplishments.
“She’s the real deal,” Simson said. “She’s the full package.”
The program director recalled attending a packed-stadium Swift concert in 2013, during her ‘Red Tour’ era, but it was all local fans. Ten years later, Swifties are buying plane tickets and willing to make a whole trip out of an opportunity to see the ‘Shake it Off’ singer.
Simson calls the phenomenon, “music tourism”.
“She’s clearly one of a handful,” he said. “There are plenty of other superstars who will come into a town and they still won’t take it over the way she is taking it over.”
Swift taught in schools
Simson is among those who talks about Swift in the college classroom, for instance he uses the singer as an example when discussing Apple Music and Spotify, fair pay for artists, fighting legal battles, and how Swift cleverly re-recorded all her albums when she lost the rights to her songs.
“This is someone who has stood on principle,” the professor said. “It’s wonderful to see her sticking up for some of the other artists who have come before her… she knows she has the power… she really doesn’t need to do it, but she does it anyway.”
Another unique attribute about Swift that Simson pointed out is her capacity to connect personally with fans.
The popstar seems to confide in her audience as though they are her close friends during concerts, chats with fans online, and promoted the sharing of friendship bracelets among her devoted Swifties.
Simson sees it pragmatically, and claims Swift is building a brand.
“She’s incredibly savvy,” Simson observed. “She’s built an empire.”