Taylor Swift has been everywhere since the start of The Eras Tour, from breaking world records and grossing over $1 billion (and it still isn’t over yet!) to interactive fan experiences, special guest appearances and a global Swiftie fanbase. The tour has visited Asia, Australia, Europe and North and South America – and here our media team delve into the valuable PR lessons we can learn from the world’s biggest pop star.

Crisis response is key

Looking at the Ticketmaster crisis, where the platform crashed because it couldn’t tell the difference between real fans and bots that resell tickets for high prices. The site was unable to keep up with the “historically unprecedented demand” for the North American tour and thousands of Swifties faced disaster.

Many of those trying to purchase tickets faced five-hour queues and error messages, and were left feeling frustrated and often empty-handed, taking their anger to social media. Due to the high demand for tickets at pre-sale, the day before general admission was due to open, Ticketmaster cancelled the sale, due to “extraordinarily high demands on ticketing systems and insufficient remaining ticket inventory to meet that demand.”

But how did Taylor’s team deal with this swiftly (pun intended)? When a crisis happens, there are generally four key rules to follow: frequent communication (even when there are minimal updates), transparency, empathy and expectation setting for the future.

Taylor and her team stepped in during this social media crisis, and in a statement posted to the singer’s Instagram Stories, Swift said: “It’s really difficult for me to trust an outside entity with these relationships and loyalties, and excruciating for me to just watch mistakes happen with no recourse,” she wrote.

“There are a multitude of reasons why people had such a hard time trying to get tickets and I’m trying to figure out how this situation can be improved moving forward.” While some fans praise her full statement, which went into more detail, other critics say it came too late. The Tay-Ticketmaster drama also caught the attention of federal lawmakers, with some calling for Ticketmaster to be investigated for violating antitrust laws.  

Another crisis from The Eras Tour was when a 23-year-old fan sadly died of heat exhaustion at a show in Brazil, as temperatures raised 39°C in the city. Taylor posted a tribute to the tragedy across her Instagram, saying: “I can’t believe I’m writing these words, but it is with a shattered heart that I say we lost a fan earlier tonight before my show. I can’t even tell you how devastated I am by this.” The next show was postponed, with Taylor explaining “the safety and well-being of [her] fans, fellow performers and crew always has to come first.” 

Following this tragedy, Taylor made instant changes to her shows, ensuring that there are plenty of water stations, asking the venue to help out crowds mid-song and hand out water to fans during her performances. 

What we have learnt from these examples is the importance of reacting quickly and carefully, taking ownership where necessary and to have a crisis comms plan in place. Taylor also addressed issues directly, putting her personal touch on the crisis and didn’t shy away from acknowledging the issue at hand.

The Taylor Effect

Brand collaborations should be authentic and mutually beneficial, when done right. Taylor’s ‘Swiftonomics’ have helped create smart business choices that have affected the world’s economy, thanks to her loyal fanbase.

The Eras Tour has significantly boosted national and local economies for lots of reasons. Not only are fans spending on tickets, but they are investing into the whole experience of going to a Tay concert; buying merch, dining out before the gig, travel and retail.

The pop star also makes generous discreet donations to foodbanks in every location she visits on her tour, which has made an incredibly positive impact on charities across the globe. One Cardiff foodbank described Swift’s donation to them as “beyond their wildest dreams”. In an interview with The Guardian.

If we also look at the impact of the Tay and Travis’ (Kansas City Chiefs player) romance, “The Taylor Effect” from the couple’s new relationship has led to the Chiefs’ sponsorship deals booming, social media followers and merch sales higher than ever and the NFL even reported a surge in viewership – with more women tuning in. Through this relationship, Tay’s brand has also grown, on NFL broadcasts she is shown as just another fan – showing a sense of humanity that brings her down to a more relatable level.

The art of storytelling

One of the key elements of The Eras Tour, which has helped to lead to its phenomenal success, is Taylor’s ability to tell a story through her music, staging, relationships and public image – giving Swifties a narrative they feel connected to.

Swift’s lyrics create a sense of authenticity which her fan base relates to, giving them a sense that they know Taylor and have been through similar situations, whether they are in their Lover Era, Fearless Era, or Speak Now Era – Swifties come together (often wearing friendship bracelets and branded merch) to celebrate their journeys and feel connected through the power of storytelling and music.

Whether you’re a Swiftie or not, there is no denying Taylor takes her brand very seriously. As professionals, by incorporating Tay’s lessons and strategies into our own communication approaches, we can find new ways of going above and beyond for our clients.

In need of some support with your communications strategy? As an experienced and award-winning Birmingham PR agency, we have the expertise needed to convey your brand values and strike a meaningful connection with customers. Get in touch today!