From Popstar to Global Leader: The Rise of Taylor Swift

The upcoming documentary about the Era's tour is yet another initiative featuring one of the most popular Icons of our times

by Elene Peradze 

Were you surprised by the success of Taylor Swift’s Eras tour this year? Well, there’s more to come. Taylor Swift announced she will be releasing a concert film called “The Eras Tour“. 

This documentary, chronicling Swift’s record-breaking musical journey, is slated for release in over 100 countries starting October 13th. The film promises an intimate look at Swift’s monumental tour, a performance that stands to make music history with projected North American ticket sales surpassing an astonishing $2.2 billion.

Academic discourse at “Swiftposium”

However, Swift’s influence continues to echo beyond the music and cinema industry. The University of Melbourne has seized upon this cultural moment through the global entertainment landscape. 

In February 2024, the university will host “Swiftposium,” an academic conference dedicated to dissecting the Swift phenomenon. This event, supported by esteemed institutions across Australia and New Zealand, will foster critical dialogue on Swift’s impact on diverse realms, from fandom and pop culture to literature, economics, and the music industry.

An interdisciplinary exploration

What sets “Swiftposium” apart? Well, it’s an interdisciplinary approach. Papers spanning sociology, economics, marketing, and gender studies are open for contribution by researchers from the Asia-Pacific region.

In addition to that, the conference aims to unravel the complexities of Swift’s relationship with social movements, including feminism and LGBTQ+ rights. Furthermore, it also explores her influence on political discourse, race, identity, and economic landscapes within cities touched by her tour.

The influence of Taylor Swift recognized by universities worldwide

Swift’s multifaceted influence underscores a broader cultural shift. Universities worldwide are recognizing the importance of studying her legacy. Ghent University in Belgium offers a literature course dedicated to exploring the literary merit of Swift’s discography.

The University of Texas at Austin places Swift alongside literary giants like Shakespeare and Keats, while Arizona State University delves into the psychology behind Taylor Swift’s impact.

Reflecting on Swift’s legacy, certainly, the profound impact her music can have on society is inspiring. Examining these influences to comprehend their far-reaching effects fully is crucial. This dynamic interplay reminds us that a powerful force for change and progress exists within the entertainment industry.

First published in Impakter. You can read the article here.

About the Author

Elene Peradze

Elene is from Georgia and is leading marketing at Impakter. She has studied Digital Marketing at Rome Business School. Holds BA in marketing from Caucasus Business School and MA from Vilnius University/NEOMA Business School, France. In her free time, Elene enjoys attending music festivals with her friends. She is passionate about politics and helps rescuing homeless animals.