Taylor Swift is still a name attracting audiences around the world with the highest-grossing tour of all time, The Eras Tour. Millions of fans all admit that this tour is their lifetime experience and they are ready to continue buying tickets to enjoy the next concerts of the star born in 1989.
One of the reasons for the tour’s appeal is that Taylor included unexpected songs in her performance list. These songs are not in the official setlist but will change depending on the date and location of the concert. This makes the audience more excited and look forward to each performance of the female singer, wondering what special song she will bring to this show.
Forbes evaluates that this is an extremely skillful way of promotion and marketing, demonstrating Taylor Swift’s wisdom and foresight as a pop music superstar.
Bring excitement to fans
(Photo: AFP)
The first and most important thing that made the owner of many Grammy awards decide to include surprise songs in the tour is the joy of the fans. After nearly two decades of building her career, Taylor has an extremely rich song list. Therefore, she has the ability to surprise her audience with old songs that few people know or songs that have created a buzz in the fan community.
By including a different song from the usual setlist in the show, the pop star ensured that ticket buyers would have a rewarding and unforgettable experience. In some concerts, the female singer even combined 2 or 3 different songs to create a “unique” mash-up. This difference makes the audience excited and curious to see what surprise performance they will enjoy in this concert.
Always keep yourself in a state of excitement
(Photo: AFP)
The Eras Tour is a tour that lasts dozens of consecutive performances, from city to city, from country to country. Without the element of surprise, performances can become monotonous for the performer. Therefore, by changing the song list combined with unexpected songs, Taylor always keeps herself in the most excited state, adding new energy to her performances.
Bringing “hidden diamonds” to light
(Photo: AFP)
Even though Taylor Swift has the most passionate fans, not everyone has heard or knows all the songs in her career. By surprising the audience with unexpected songs, Taylor implicitly introduces good but little-known songs in her own concert.
The reintroduction of old songs has attracted the interest and curiosity of fans, from those directly attending the concert to those interested via social networks.
Attract media attention
(Photo: AFP)
After each performance, news sites around the world will begin posting about the songs Taylor performed, or more specifically when a guest appeared. Along with unexpected songs, Taylor’s tour of the century became always fresh, not repetitive and continued to become a hot topic for the media to exploit.
Even when her performance outfit and setlist remained in the same order, the American female star knew that she could still attract the media with a surprise song. In this way, Taylor still maintains media and public interest in her music.
Promote online listening
(Photo: AFP)
From media coverage, Taylor Swift has another benefit, which is the increased number of online listens on music platforms.
When audiences read about her unexpected songs, they are drawn to listen again or discover the song on music listening platforms. Thanks to that, Taylor brings in more music revenue, increases the number of listeners and continues to strengthen her position in the entertainment industry today.
