What’s behind the euphoria surrounding Taylor Swift
Published: Thursday, Jul 11th 2024, 10:20
Updated At: Friday, Jul 12th 2024, 02:00
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For her fans, Taylor Swift embodies closeness and friendship. But there is much more behind her unprecedented career. A look at Swift and her songs at the end of her first Swiss concerts in Zurich.
US superstar Taylor Swift played two concerts in Zurich - her first ever in Switzerland. Hundreds of thousands of fans, mostly young women in sequined outfits, cheered on the megastar. The feared traffic chaos in the city failed to materialize, and the crowds remained calm. What's behind the hype surrounding Swift's "Eras Tour"? An explanation - and a playlist:
"We Are Never Ever Getting Back Together" - Die Musik
The 34-year-old has achieved something that is becoming increasingly difficult in the age of streaming services and social media: Remaining musically relevant over a period of almost 20 years while managing her own career. "Quality paired with continuity" is the main factor behind her success, says cultural scientist Jörn Glasenapp from the University of Bamberg. Her string of well-crafted, catchy hits is longer than that of other pop stars - which is also reflected in her list of chart successes and awards.
It all started in country music. Wealthy parents enabled the teenager to move from Pennsylvania to Nashville, Tennessee, to try her luck as a singer. She released her debut album "Taylor Swift" at the age of 16. Swift then built a bridge to pop with her fourth studio album "Red" (2012) - the single "We Are Never Ever Getting Back Together" became her first number one hit in the US Billboard charts. The following records "1989", "Reputation" and "Lover" cemented her place at the top of the pop industry.
"The Prophecy" - The lyrics
Swift's most important characteristic as a musician, however, remains her lyrics. She has retained her country storytelling and her eye for everyday moments. She writes about herself and her life, communicating with her fans through her stories. Her verses are now also discussed at universities - not least at the University of Basel and Harvard University.
The lines are about friendship and growing up. However, the dominant themes are often love and heartbreak. Swift deals with her reputation as a "heartbreak writer" on her current album "The Tortured Poets Department": "I'm so afraid I sealed my fate / No sign of soulmates", she sings in the song "The Prophecy".
"Cardigan" - Those Swifties
Swift's songs are particularly appealing to young women. Her fans call themselves Swifties, with 283 million people following her on Instagram alone. The Swifties are seen as romantic - they exchange friendship bracelets at concerts, for example - but also as enthusiastic fighters for their idol.
Her albums "Folklore" and "Evermore" (both 2020), including the song "Cardigan", have put Swift on the map in the arts pages, says Glasenapp. Since then, she has been dismissed much less often as an "artist for little girls". "That was the case for a long time because our patriarchal society unfortunately likes to devalue what young women or teenage girls are enthusiastic about."
"Mastermind" - The "Eras Tour"
Even though Swift has been a superstar since "1989" (2014) at the latest, her world tour, which started in 2023, has fueled the euphoria once again. The "Eras Tour" is a ride through the singer's entire career. Each concert lasts three and a half hours, with 45 songs on the setlist. Swift dedicates separate stage sets to each album, i.e. each era of her music. The detailed show has been the subject of almost constant discussion online since the premiere. Swifties repeatedly praise the singer as a "mastermind" - alluding to the song of the same name.
The rush after a previous five-year concert break was so great that the Ticketmaster sales system collapsed in the USA. The "Eras Tour" film, which was released in cinemas last year, is already considered the most successful concert film of all time.
The concerts in Switzerland were sold out within minutes.
"The Man" - The economic factor
Swift has built up an economic empire with her fan base, says Viennese music business researcher Peter Tschmuck. The regions also benefit from this: In the USA, Swifties spend an average of 1,300 US dollars on a concert visit, including accommodation, food and merchandise, according to a survey by the Common Sense Institute. Those responsible for the Swiss "Eras" city of Zurich also expected an increase in the hospitality industry, hotels and leisure spending - especially for stays beyond the concert days.
Concert tourism is booming. As tickets in the USA and Canada are more expensive than in Europe, Swifties are also flying across the Atlantic. Numerous US guests attended the concerts in Zurich. "The audience at each of their gigs is completely international," says Glasenapp, who has attended several "Eras" shows. "It's a disaster for the climate, of course, you have to say that." International fans exchange tips on where to stay and local transport in Facebook groups.
Swift would certainly have the opportunity to influence the ticket market in the USA, for example by waiving gigantic advances, explains Tschmuck. But she decided against it. Swift would probably respond to this criticism by saying that restraint is rarely required of male stars. With "The Man", she also dedicates a song to the expectations placed on women in the music industry.
"You Need to Calm Down" - The Politics
At the beginning of her career, Swift was criticized for presenting herself as an apolitical country singer. This changed in her younger years - she began to use her voice for diversity and LGBT rights, for example in the song "You Need to Calm Down". She also speaks out in favor of the US Democrats. Following an appeal by Swift on Instagram, 35,000 new voter registrations are counted in a very short time in 2023.
"Taylor is a phenomenon that is diametrically opposed to the divisive Putin and Trump, the hyper-masculine old men," says Glasenapp. Her feminism is not particularly intersectional - in other words, it does not take multiple discriminated groups into account - but it reaches many. Whether Swift could try to prevent Donald Trump from being re-elected as US President has been discussed for months. Glasenapp is certain that she will speak out at a time "when it hurts Trump the most".
"Miss Americana & The Heartbreak Prince" - Die Mainstream-Königin
The talented songwriter, the clever businesswoman, the radiant friend next door, perhaps the most powerful woman in the USA - Taylor Swift unites these characters to create an overall image that has since been shattered by criticism. "She is a star who is perceived as diverse, colorful, inclusive, feminist - and yet deeply American," explains Glasenapp. She is "mainstream in the very best sense".
Swift stands for the young, female, American dream. She provided a rare insight into this life in 2020 with the documentary "Miss Americana", based on the song "Miss Americana & The Heartbreak Prince". And because nothing is a coincidence with her, every concert on the "Eras Tour" begins with this song. "It's been a long time coming", she sings in it - it's been a long time coming.
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