Drexel University’s new study reveals how opening for Taylor Swift’s Eras Tour affected the careers of emerging artists, exploring the complex dynamics behind the so-called “Taylor Swift Effect.”
Months after the final curtain call of Taylor Swift’s record-setting Eras Tour, the long-lasting economic impacts are still being understood. While it was clear that small businesses, the tourism and hospitality sectors, and even the National Football League saw boosts from the tour, new research from Drexel University suggests that emerging artists who opened for Swift experienced significant gains in their careers, particularly in streaming numbers and fan engagement.
The study, published in the Journal of the Music and Entertainment Industry Educators Association, examined how serving as an opener for major tours impacts emerging artists’ careers.
Jeff Apruzzese, an assistant professor at Drexel’s Antoinette Westphal College of Media Arts & Design and former founding member of the band Passion Pit, conducted the study.
“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,” Apruzzese, whose experiences in the music industry guided his inquiry, said in a news release.
The research involved analyzing data from 57 artists who opened for the top-grossing tours of 2022 and 2023, focusing on streaming metrics and ticket sales before and after their tour stints.
The findings showed that genre and external activities, such as releasing new music or featuring in other performances, played crucial roles in sustaining an emerging artist’s popularity post-tour.
Apruzzese’s focused analysis on artists who opened for Taylor Swift provided compelling insights.
“Swift’s previous tours helped elevate artists like Ed Sheeran, Shawn Mendes, Justin Bieber and Florida Georgia Line early in their careers,” Apruzzese added.
This phenomenon is what many describe as part of the “Taylor Swift Effect.”
The impact of this effect varied among Swift’s openers based on genre alignment and subsequent activities. Gracie Abrams, whose music closely resembles Swift’s introspective style, saw a sustained increase in streaming. Conversely, Owenn, whose R&B and dance tracks differ considerably, experienced a significant initial boost but a large drop afterward.
The study also highlighted the broader audience dynamics that influence these trends. Surveys of concert-goers revealed that while most don’t buy tickets specifically for openers, a significant number discovered and continued to support these artists.
“These findings illuminate the complex dynamics of concert attendance and the discovery of new music,” Apruzzese wrote.
However, the journey of an opener isn’t without challenges. The research found that many emerging artists face substantial financial burdens when joining major tours, often covering travel, lodging and other expenses out of pocket. Some even pay for the privilege of opening for a major act, underscoring the barriers they face.
“Overall, while the role of opening acts in career development is undeniable, it must be viewed as part of a broader strategic framework aimed at cultivating and sustaining an artist’s presence in the competitive landscape of the music industry,” the study concluded.
Apruzzese suggests further studies to examine various genres over extended periods and explore the influence of high-profile festivals and viral social media activities. The ongoing exploration will, hopefully, unravel more layers of this complex and transformative dynamic in the music industry.
Source: Drexel University