'Her fans are embarking on journeys': The phenomenon of Taylor Swift's Eras Tour transforming into a near-spiritual experience

Taylor Swift’s Eras Tour, a phenomenal blend of grandeur and personal connection, reaches its conclusion this week. Throughout its journey, it has transformed into the most remarkable live event of our era – and for countless individuals, it holds even greater significance.

This weekend marks the grand finale of Taylor Swift’s Eras Tour in Vancouver, Canada, after an incredible journey of 20 months, 149 shows, a blockbuster concert film, and countless friendship bracelet exchanges.

The Eras Tour is not just a live show; it’s a cultural phenomenon sweeping through 53 cities on five continents. This tour has captured headlines, invigorated national economies (and craft sales), triggered mini-earthquakes, and shattered numerous records. It has already claimed the title of the highest-grossing tour ever, with experts predicting it will surpass $2 billion (£1.6 billion) – and that figure doesn’t even account for merchandise sales. Since launching the live shows in March 2023, Swift has unveiled three albums (re-recordings of Speak Now and 1989, along with The Tortured Poets Department), secured her fourth album of the year Grammy – a historic achievement as the first artist to do so – and entered into a high-profile relationship with NFL star Travis Kelce, who made a special appearance on the Eras Tour. She described the conclusion of the tour as “the closing of the most extraordinary chapter of my life so far.”

“It seems her fans are seeking solace in church, or perhaps the nearest alternative – Simon Critchley”

The immense scale and cultural impact of the Eras Tour, highlighted by record-breaking attendance and an impressive 3.5-hour setlist, is truly remarkable. Over the nearly two years since its inception, this phenomenon has created its own news cycle. Even if you weren’t there, chances are you’ve caught glimpses of Prince William or Tom Cruise dancing at the event, or heard about world leaders pleading with Swift for an economy-boosting visit to their countries. We are in a time of extraordinary live performances, yet nothing has ever reached the monumental scale of this. It’s difficult to envision anyone, even Swift herself, surpassing it in the near future.

Despite their impressive scale, Swift’s shows were equally notable for their unexpected sense of intimacy. Being at the Eras Tour was more about joining a vibrant, sequinned gathering than simply paying homage to a global icon. This year, Variety magazine hailed her as “the world’s greatest community organiser.”

Relatability has always been Swift’s signature trait. Despite her skyrocketing fame and wealth, including her recent entry into the Forbes World’s Billionaires List, she has maintained a connection with her fans, making them feel that she remains relatable and just like them. It begins with her songs: relatable emotions – heartache, betrayal, loss, revenge, regret – articulated with striking detail. She has expertly fostered an atmosphere of inclusivity at her live performances.

The stage, reaching two-thirds into the stadium, places Swift at the heart of the audience for most of the performance. Her inclusive language, using “we” and “us” with phrases like, “We’re about to go on a little adventure together…”, creates a sense of unity. The LED wristbands transform the crowd into an integral part of the experience, a concept first introduced by Coldplay at their concerts. Every element is meticulously crafted to foster a shared journey. Swift makes a grand entrance, bursting forth from a cloud of soft pastel parachutes, greeted by thunderous, electrifying cheers. For a brief moment, elevated on a platform, she appears otherworldly. She smiles and says, “Oh hi!” as if welcoming old friends, transforming the unattainable into something within reach.

The performance operates seamlessly, yet Swift introduces subtle variations that ensure every evening feels distinct for the audience. Throughout her brief acoustic performances, she consistently delivers a fresh mix of unexpected songs and rare mash-ups, never repeating the same combination. She has welcomed the crowds in a variety of languages, including Welsh, Portuguese, Spanish, and French. In each city, one of her backing dancers, Kameron Saunders, delivers a region-specific zinger during We Are Never Getting Back Together (in Ireland: “the neck of ye”, London: “up yours…”, Edinburgh: “bolt ya rocket”). In May, Swift introduced an exciting new segment to her setlist, showcasing tracks from this year’s The Tortured Poet’s Department. Among them is the poignant single I Can Do It with a Broken Heart, a heartfelt reflection on her experiences during the Eras Tour while navigating the complexities of a broken heart.

A sense of shared connection

The journey has been a dynamic adventure, collecting fresh traditions and significance as it unfolds. Devoted fans have crafted unique rituals that have seamlessly integrated into the experience of the show – an electrifying, prolonged applause following the performance of Champagne Problems (which Swift playfully feigns surprise at each time), chanting Kendrick Lamar’s verses from his remix of Bad Blood, and, naturally, the beloved friendship bracelets – a tradition ignited by a lyric from her song You’re On Your Own Kid. In every stadium, countless forearms bear the weight of intricately crafted bracelets, exchanged with strangers, security personnel, and even, at one memorable London concert, Sir Paul McCartney himself. For fans, participating in these moments is just as integral to the experience as the music itself.

Another opportunity for fans to passionately shout “take us to church” as Swift delivers the soaring high notes of the Reputation-era anthem, Don’t Blame Me. Philosopher Simon Critchley, in his recent book On Mysticism, delves into the profound influence of music and art, suggesting that their transcendent power may already exist within us. “I believe her fans are seeking a spiritual experience, or at least the nearest thing to it,” he shares. Critchley views music as potentially the final refuge of a kind of spiritual transcendence, suggesting that Swift is addressing a deeper metaphysical longing for her fans. “While they don’t view her as divine, she holds a unique significance for them, fostering a sense of community and connection that is often missing in other aspects of their lives.”

The Eras Tour has captured the attention of many, drawing in not only devoted Swifties but also those eager to be part of a momentous cultural phenomenon. Securing tickets was notoriously challenging, leading some fans to spend thousands on resale platforms. A multitude of fans journeyed from all corners of the globe to experience the shows. Fans who couldn’t enter the stadium found their own gathering spots – in Munich, 40,000 ticketless supporters assembled on a nearby hill, drawn not only to be closer to their idol but also to connect with one another. Each night of the Eras Tour, countless fans have tuned in to watch grainy, fan-filmed livestreams of the performances online. When Swift’s Vienna shows were called off because of a terrorist threat, fans took to the streets, uniting to sing her songs and exchange bracelets. “This is a sacred ritual, and the supporters are embarking on journeys of devotion,” states Critchley. It seems that the challenge is woven into the very fabric of the experience. “Medieval pilgrimages were undeniably challenging endeavors.”

In the wake of the pandemic, live shows have seen a remarkable surge in popularity as audiences eagerly return to in-person experiences. “The feeling of disconnection during Covid, coupled with the accompanying distrust, led many of us to become introspective, almost like modern-day monks and nuns. We found ourselves reflecting on what we were missing. There exists a profound, metaphysical longing to connect with others,” Critchley explains.

“All is in disarray… What remains to unite us? Experience the thrill of live sports and the excitement of live concerts – Simon Critchley”

Swift acknowledges this herself. In the introduction to her freshly launched Eras Tour book, she expresses: “We do it because people seek an escape from the harsh realities of life, and it is a profound honor to provide that for them, even if just for a night.” Even though we navigate this vast and daunting world alone, there’s a unique comfort in sharing the same lyrics with 80,000 others adorned in shimmering face paint.

She’s just one of many artists embracing the shared energy of live performances. Beyoncé shared her reasoning for stepping back from music videos to concentrate on live performances in an interview with GQ magazine: “The fans from all over the world became the visual.” We all experienced the visuals on tour. Charli XCX’s Brat tour feels like an electrifying warehouse rave. Chappell Roan infuses her performances with captivating themes, inviting fans to embrace the experience by dressing in line with the vibe. “I really value crowd participation,” Roan shared with Nylon. Attending live shows has transformed into a vibrant celebration of style, with countless Swifties embracing their favorite “Era” through their outfits. As ticket prices reach new heights, fans are resolute in maximizing their experiences.

Rise and fall

The Eras Tour exemplifies the surge in live music, marking 2023 as a landmark year globally. However, the landscape is skewed, favoring the biggest artists who reap the greatest rewards. Last year, the top 100 tours around the world generated over $9 billion (£7 billion) in revenue. The UK music industry has reached an impressive milestone, contributing a remarkable £7.6bn ($9.7bn) to the national economy, fueled by the success of major tours from renowned artists. Simultaneously, grassroots music venues are shutting down at an alarming pace. Musician Kate Nash recently described live shows as a “passion project for many artists,” while noting that “a select few in the industry become millionaires or even billionaires from touring.”

In a time when individuals once defined themselves within unique musical communities, there now appears to be a desire for a more unified cultural experience. “In today’s asynchronous world, where experiences are uniquely individual and everything feels fragmented,” notes Critchley. “What remains to unite us?” Experience the thrill of live sports and the excitement of live concerts.

In today’s social media landscape, fans crave a genuine connection with their pop stars, and this desire extends to the live experience as well. It’s insufficient to merely witness a spectacle; individuals crave a sense of belonging to something greater.

When the longing to immerse oneself in an artist’s universe crosses into the realm of expectation, the situation becomes intricate. During a summer performance, Chappell Roan became emotional on stage, sharing with the audience her challenges in coping with her swift ascent to stardom. The moment captured widespread attention, as fans celebrated her openness. When Roan canceled several shows earlier this year, citing “overwhelming pressure,” she encountered backlash for disappointing her fans.

Charli XCX recently shared with Variety that she is experiencing nerve damage in her neck due to her performances, resulting in “a lot of pain” while on stage. “To deliver a performance that meets my standards, I must fully immerse myself physically,” she explained.

Artists are increasingly called to give more of themselves, both physically and emotionally. Swift has mastered the art of navigating challenges, and even if the pressures of the Eras Tour weigh heavily, she remains unfazed. During her second-to-last performances in Toronto, Swift became visibly emotional on stage. “I’m experiencing a little moment,” she shared with the audience. “We have invested a significant part of our lives into this.” You’ve dedicated so much of your lives to being with us. After almost two years in the limelight, she’s undoubtedly due for a well-deserved break – but, knowing Swift, it won’t be long before she launches into an exciting new chapter.

A sense of shared connection

Rise and fall

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