Swifties, this one’s for you. It seems like Taylor Swift's Eras Tour has lasted eons. Yet somehow, there’s always something to talk about. Just thinking about how much she’s accomplished while on tour makes me want to buckle down, lock in, and channel my inner girlboss. But while I can’t even be bothered to cook dinner at home after a long day of work, Taylor is accomplishing milestones most musicians can only dream of. Let’s recap.
The Eras Tour began in March 2023 with its North American leg. It’s set to go until December 2024, with dates in Europe, Australia, Asia, and South America— spanning 152 shows across five continents.
As the queen of multitasking, Swift hasn’t stopped at just selling out stadiums. Since the Eras tour began, she’s released multiple albums — both new and old — and shaken up the tour setlist with each new release. Her list of new releases started on the first day of her tour with “All Of The Girls You Loved Before,” which was quickly followed up by “The Alcott,” a feature on The National’s album — reciprocity for their work on her pandemic era albums, Folklore and Evermore.
She also released Midnights: Late Night Edition (including the iconic collab with Ice Spice), as well as not one but two album re-releases — Speak Now Taylor's Version and 1989 Taylor's Version. As if that wasn’t enough, she announced her latest album, The Tortured Poet’s Department, in a GRAMMY’s acceptance speech. Talk about legendary. Since its release, she’s also been churning out deluxe versions and remixes to keep us on our toes. The Eras Tour was even made into a Blockbuster film that brought Beyonce to its premiere. Star power: confirmed.
But that’s just her work life. Her personal life is just as eventful. She ended her 7-year relationship with Joe Alwyn in April 2023. Then entered into a brief but controversial fling with 1975 frontman Matty Healy. Though it didn’t last long, the relationship was enough to inspire a whole album and catapult her into her current romance with Travis Kelce, aka Amerca’s first nepo boyfriend. Now they’re the American Royal couple — and she somehow had time to fly from tour to his Super Bowl performance.
We all have the same hours in the day as Taylor Swift, but how she uses them will always be a mystery to me. I work eight hours a day and can barely manage a social life. Meanwhile, Taylor has it all — though conservatives are turning on her for daring to be a woman in her 30s who’s not married with kids. If that’s not proof that women can’t do anything right, I don’t know what is.
Clearly, she’s working late because she’s a singer. No wonder Taylor Swift became a billionaire months into her tour in October 2023. Her net worth is currently around 1.3 billion dollars, making her the only female musician to become a billionaire from her music.
Other entertainment billionaires like Rihanna, Kylie Jenner, Kim Kardashian, Jay-Z, and Kanye West have joined the three-comma club thanks to ventures like clothing brands, beauty products, and other entrepreneurial pursuits. Rihanna has her FENTY Empire. Kim has her award-winning SKIMS. Ye had Yeezy. But Taylor has an unbeatable catalog of publishing.
But Taylor isn’t just different from other Billionaires because of how she earned her money. She’s the Taylor we know and love because of how she spends it. Her rollercoaster Eras Tour is how she’s made much of her fortune. And she’s using it to give back in monumental degrees. From individual donations to investing in local infrastructure, Taylor is changing lives on a macro and micro scale. And teaching us what to expect from all billionaires in the process.
The Eras Tour Bonuses — Talk About Workplace Benefits
First to make headlines were the Eras Tour crew bonuses. While some of us get rewarded with a pizza party or a $10 gift card to Starbucks, Taylor casually dropped $55 million in bonuses for her tour crew. The massive sum was paid out to everyone who makes the Eras Tour go around, from truck drivers to dancers and sound technicians.
In fairness, these bonuses are so well-deserved. Taylor’s shows are over three hours long. Imagine dancing for that long — because Swift certainly isn’t the one with the impressive moves — for hundreds of tour dates. Or remembering countless combinations of light cues to go with a setlist that changes daily. Yeah, they’re clocking in. And if my boss had millions to blow, I’d be expecting a comfortable bonus too. But $55 Million? That’s a testament to Swift’s generosity. It's like she's Oprah, but instead of cars, she's giving out life-changing amounts of cash. "You get a bonus! You get a bonus! Everybody gets a bonus!"
It’s similar to how Zendaya gave film equity to every member of the crew that worked on her controversial black-and-white drama, Malcolm & Marie. Filmed in a few days with a bare-bones crew during the peak of the pandemic, the film was Zendaya’s passion project with Sam Levinson, in which she starred alongside John David Washington. Though the film got mixed reviews, it captured the audience’s attention all the same. After all, it was Zendaya — and we’ll watch her in anything. So since the film sold to Netflix for a hefty sum, all the crew members got payouts from the deal on top of their salaries to reward their hard work.
Bonuses and equity payouts are common in many industries, but not entertainment. Even though it’s one of the most lucrative and recognizable American industries, most entertainers don’t make enough to survive. The SAG and WGA strikes last year were proof that there needs to be systemic change in the industry. LA County has even identified show businesses as risk factors for being unhoused — after all, how many stories do we hear of actors who were living in their cars before their big break? And for many, their big break never comes. For even more, they get hired on amazing gigs with giant performers … then go right back to the grind afterward. While individual actions from our favorite stars won’t fix everything, Zendaya and Taylor are providing models for how Hollywood should treat the people who make this town go round.
And in this economy, even a little bit could go a long way. Inflation and the cost of living are not a joke. Especially when, like with many creative careers, you often have to invest in lessons or equipment for your craft. With all this considered, the impact of Swirt’s donations can’t be overstated. Imagine getting a lump sum of cash for dancing to your favorite Taylor Swift tracks? Talk about a dream job.
The Economic Impact of Swift - Swiftonomics, if you will
Like Barbie and Beyonce last year, Swift is still on a tear to boost the economy of the cities she’s in just by traveling there — ad inspiring others to make the trek, too.
The Barbie movie proved that by marketing to women (instead of just making Marvel flops like Madame Web that aren’t really targeted to women at all), the entertainment industry can make giant profits. Barbie fever went beyond the theater. Thanks to a plethora of product collabs, the phenomenon rippled through retail.
Similarly, Beyonce’s Renaissance Tour tour generated an estimated $4.5 billion for the American economy. According to NPR, that’s almost as much as the entire 2008 Olympics earned for Beijing. People were taking money out of their 401ks to pay for Beyonce tickets and the glittery, silver-hues outfits to rock at her shows. Cities even started calling her effect the “Beyonce Bump.”
Swift has the same effect. She’s not just proving her generosity on a micro-scale for the people close to her, she’s having actual, tangible effects on the economy. It's like she's leaving a trail of dollar bills in her wake, and cities are scrambling to catch them like it's a country-pop, capitalist version of musical chairs.
The US Travel Association called it the Taylor Swift Impact after she generated over $5 Billion in just the first 5 months of the Eras Tour. But how does this work? It’s not like Taylor is printing more money at those shows, but it almost is. Her tour dates are pretty much economic steroid shots for local businesses. Hotels are booked solid, restaurants are packed, and let's not even get started on the surge in friendship bracelet supplies.
“Swifties averaged $1,300 of spending in local economies on travel, hotel stays, food, as well as merchandise and costumes,” say the US Travel Association. “That amount of spending is on par with the Super Bowl, but this time it happened on 53 different nights in 20 different locations over the course of five months.” That’s not to say one word about her effect on the actual Super Bowl and the entire NFL season thanks to her ball-throwing boyfriend.
It's like she's created her own micro-economy, and everyone's invited to the party. And unlike some economic theories that rely on wealth trickling down (spoiler alert: it doesn't), Taylor's wealth is more like a t-shirt cannon or the confetti at her shows — showering everyone around.
Donations that truly do good
Taylor isn’t just stepping into cities and calling it a night. She’s also not just throwing pennies at problems - she's making significant contributions that are changing lives. And more importantly, she's using her platform to encourage her fans to do the same.
She kicked off her tour with quiet donations to food banks in Glendale, Ariz., and Las Vegas ahead of the Eras Tour. Once the tour was in full swing, she continued this practice. In Seattle, she donated to Food Lifeline, a local hunger relief organization. In Santa Clara, she showed some love to Second Harvest of Silicon Valley. And let's not forget about her $100,000 donation to the Hawkins County School Nutrition Program in Tennessee.
She’s been making similar donations overseas. Taylor Swift donated enough money to cover the food bills for an entire year across 11 food banks and & community pantries in Liverpool. Swift also covered 10,800 meals for Cardiff Foodbank and many more banks across the UK and EU. Her impact is so profound that her numbers are doing more to combat issues like hunger than the government.
Can billionaires actually be good?
One thing about me, I’m always ready and willing — knife and fork in hand — to eat the rich. Because fundamentally, can any billionaire really be good? In our late-stage capitalist horror story, the answer is usually no. Look how many of them are supporting the Trump campaign just to get some tax breaks.
But here's the thing - Taylor Swift might just be the exception that proves the rule. She's not perfect, sure. She still flies private jets and probably has a carbon footprint bigger than Bigfoot. But unlike most of the others in her tax bracket, she's not flaunting her wealth like it's a personality trait.
Take a look around. We've got billionaires trying to colonize Mars instead of, I don't know, helping people on Earth. In this context, Taylor's approach is more like Mackenzie Scott’s — Bezos’s ex-wife. She's not trying to escape to another planet - she's trying to make this one better.
And look, I'm not saying we should stop critiquing billionaires or the system that creates them. But she's just setting the bar for what we should expect from all billionaires. She's showing us that our collective power as fans can translate into real-world change. That our love for catchy choruses and bridge drops can somehow, improbably, lead to food banks getting funded and crew members getting life-changing bonuses.
So sorry to my neighbors who hear me belting “Cruel Summer” and “right where you left me” at the top of my lungs (and range). Just know it’s for the greater good.
The Illusion of Consumer Choice
A handful of huge conglomerates produce the majority of consumer products. What buying options do Americans have left?
That is until Jack Donaghy (Alec Baldwin) explains that Brooklyn Without Limits is actually owned by oil giant Halliburton, and that all of Lemon's jeans were made in a sweatshop. While this scene is hilarious, it's comic value comes from a place of truth. Kashi is owned by Kellogg's. Pepsi owns Naked Juice. Clorox owns Burt's Bees. Even Ben and Jerry's, the ice cream industry's paragons of civic responsibility and social justice, are owned by Unilever, the world's largest consumer goods company.
The marriage between smaller companies and large corporations is nothing new however, and there are certainly advantages on both sides of the aisle.
Smaller companies gain greater financial resources and wider distribution channels, while conglomerates purchase the marketing rights, and reputations of the companies they invest in. From a consumer standpoint, a buyout can occasionally mean a change in price or quality, but in today's brand-driven retail market a consumer is only likely to notice changes if she goes looking for one. Still, there's something fundamentally icky about the way so few companies control the majority of the American retail space.
On the one hand, this makes shopping for groceries a bit of a Hobson's choice, creating the illusion of alternatives without ever really providing any.
On the other, large conglomerates like General Mills and PepsiCo rob American citizens of a fundamental right: the ability to vote with their wallets. That's to say that the underpinnings of our democracy have been so corroded by corporate lobbyists and a largely nonsensical electoral system, that one of the most meaningful forms of political activism in this country is to purchase goods from companies whose (supposed) political agendas align with your personal beliefs. Without diverging into a history lesson or editorializing about the state of our republic, it's important to note that even this limited capacity to participate in the democratic process is being infringed upon.
This is where your food comes from
Conglomerates aren't isolated to the world of retail and foodstuffs though.
Tech giants like Google and Apple dominate their respective marketplaces in a way that would have John D. Rockefeller and Andrew Carnegie spinning in their graves. For example, what if someone had strong political opinions about sweatshops and the way Southeast Asian factory workers are treated? When forced to pick between Apple and Samsung, there's only the illusion of choice; both companies manufacture their phones in sweatshops. From a manufacturing standpoint, Samsung and Apple combined control over 70% of the US smartphone market. Other companies like HTC, LG, and Motorola–regardless of their (most likely loose) position on ethical labor– are pressured to use the same unsavory business practices in an attempt to stay competitive.
When it comes to operating systems, the monopolies become even more apparent.
Android (Google) and Apple have their operating systems in over 98% of America's smartphones, Android taking the lion's share at about two-thirds of the total marketplace. If Google's Android OS is in a phone, Google is making money, and by extension are complicit in whatever human rights violations are committed by the phone's manufacturer. Apple manufactures its own phones, so they're even more directly responsible for the human suffering involved in their factories. All this considered, the conscientious consumer really has no choice but to use the products or services from morally ambiguous companies. In order to properly boycott Google and Apple over their tacit endorsement of slave labor, one would have to give up Gmail, Google Docs, YouTube, iTunes, Apple Music, Google Play, The Zagat Guide, Shazam, Beats by Dre, Emagic, Siri, Texture, Apigee, HopStop, and Waze. Those are just the popular ones. The sheer volume of Google and Apple-made products significantly dilutes the value of voting with one's wallet.
Mark Zuckerberg in Congressional Hearing
The solution for our current predicament, as it's been in the past, is the enforcement of antitrust laws and the busting up of corporations found to be participating in de facto monopolies.
That said, it probably won't be easy, as we have a Republican majority on the Supreme Court and Washington's current economic position is one of deregulation. But even these things weren't true, certain companies–the tech giants (Apple, Google, Amazon, Facebook) in particular are probably too big to be reigned in. Mark Zuckerberg made headlines when he was forced to testify in front of Congress about Cambridge Analytica, but outside of a minor PR crisis, Facebook didn't really suffer any consequences. In fact, Zuckerberg reportedly made three billion dollars during his time in Washington. Apple, Google, Amazon, and Facebook have a combined market capitalization equal to the GDP of France and a 24% share of the S&P 500. These tech companies now function more like independent, sovereign governments than corporations. The effort to slow their growth would require a tribunal on the world stage, and the largest antitrust lawsuit in the history of mankind.
The question we're ultimately left with, is who really holds power in America?
Some might say it's indexers and Wall Street money managers- the folks who determine a company's value, but they can only fudge their numbers so much. No one at McGraw-Hill is going to push Google out of the S&P 500. Others might say it lies with the government, but with the amount of corporate lobbyists currently in Washington, this claim feels dubious as well. As our government officials, backed by corporate money, lean into the deregulation of the markets, it's becoming more and more obvious that Congress doesn't speak for the people. This may seem cynical, but here's a list of the how much certain members of Congress made from lobbyists during the 2017-2018 election cycle so far.
What's coming to the fore is a battle between the U.S. government and the large conglomerates that control most of the economy.
The implications of allowing these monopolies to win are much farther reaching than inconvenient pricing and a general lack of choice. The future of American democracy is hanging in the balance. As voter, all you can do is research candidates with no corporate ties, and try to put them in office. Whether or not the U.S. government has the clout to go against the quasi-sovereign tech company/nations, depends entirely on this.
Matt Clibanoff is a writer and editor based in New York City who covers music, politics, sports and pop culture. His editorial work can be found in Inked Magazine, Popdust, The Liberty Project, and All Things Go. His fiction has been published in Forth Magazine. -- Find Matt at his website and on Twitter: @mattclibanoff