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Taylor Swift’s Eras on track to be first $1bn tour

The "once-in-a-lifetime phenomenon" is tipped to surpass Elton John as the highest-grossing concert tour of all time

By James Hanley on 29 Jun 2023

image © Ronald Woan

Taylor Swift’s ever-expanding Eras Tour is on target to become the first concert tour in history to gross more than US$1 billion, according to a new report.

The current benchmark was set by Elton John’s Farewell Yellow Brick Road Tour, which grossed $887 million from 5.7 million ticket sales from its first 309 shows, and is expected to settle on around $925m upon its conclusion.

The Eras Tour was comfortably the highest-grossing tour of H1 2023, based on Pollstar data. It generated $300.8m in revenue from its first 22 nights on total ticket sales of 1,186,314 and an average ticket price of $253.56. The run currently amounts to 117 shows up to August 2024, with the potential for further dates to be added.

While a number-crunching report by the Wall Street Journal notes that top tickets in the US tend to cost 20% to 30% more than in the rest of the world, the trek still has every chance of breaking through the $1bn barrier.

“What we’re seeing on this particular Taylor tour is almost like a once-in-a-lifetime phenomenon,” International Artist Group EVP and head of global music Jarred Arfa tells the WSJ. “It’s pretty astonishing.”

“For production reasons, she will only come to Amsterdam”

Swift’s recently announced 2024 European leg goes on sale in mid-July, but will not stop off in Belgium. Greenhouse Talent, which is staging Swift’s Amsterdam stadium shows in the Netherlands, addresses the omission, telling Het Laastse Nieuws a Brussels date at King Baudouin Stadium was “not an option” because of noise concerns.

“For production reasons, she will only come to Amsterdam,” says the promoter. “The stage had to be on the short side and that is not possible in Brussels due to noise nuisance for the neighbourhood.”

The Manila Bulletin reports that eight million people have applied for tickets for the 33-year-old’s concerts in Asia, while tickets for the singer’s four Japan shows at the 55,000-cap Tokyo Dome will be allocated by a lottery system. Fans must submit an application for the lottery by 10 July and then wait for the results.

More than four million users attempted to buy pre-sale tickets for her Sydney and Melbourne concerts in Australia earlier this week. The New South Wales and Victorian governments moved to crack down on touting after resale prices in excess of $3,000 were listed, with the latter designating the concerts as “major events,” triggering anti-scalping provisions in state legislation.

Elsewhere, in Brazil, a congresswoman has tabled the “Taylor Swift Act”, which would increase the maximum sentence for ticket touting from two to four years in prison, and fines of up to 100x the original price of the tickets.


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