Swift effect is a springboard to stardom

The most lucrative tour in history, Taylor Swift's Eras Tour generated over $2 billion (about R37 billion) in ticket sales alone.

- 

But beyond this commercial triumph, the superstar's 149 concerts also had a major economic impact on the host cities and on the supporting artists.

An American study, published in the Journal of the Music and Entertainment Industry Educators Association, reveals the dramatic impact the Eras Tour has had on the careers of emerging artists chosen to support Swift.

For some, the opportunity was a veritable springboard to stardom.

The study was conducted by Jeff Apruzzese, professor at Drexel University and director of the Music Industry programme. Himself a musician and a former member of the band Passion Pit, he is well aware of the transformative potential of such exposure.

"There's often a perception that opening for a major headliner is a guaranteed career boost for emerging artists — but the reality is far more complex," the researcher said.

To better understand these dynamics, he analysed data from 57 artists who played opening slots on the most lucrative tours of 2022 and 2023.