November 15, 2022
On November 15, 2022, the presale for The Taylor Swift Eras Tour occurred.
In a record-breaking sale, Ticketmaster received
3.5 billion system requests on its website - 4x their previous record. This resulted in dozens of site crashes, paused queues, and 404 errors for thousands of fans.
As a result, millions of people were unable to get tickets for Taylor's tour, and has created a nationwide scandal and investigation into the partnership of Ticketmaster and LiveNation.
Concert Culture in 2023
The global pandemic re-ignited people's love for live music, as something that had once seemed so common is now seen as temporary and fleeting. This coupled with the large-scale spread of trends and media on TikTok has erupted into a new level of dedication in fandoms. Concerts now have such a high demand that people spend thousands of dollars attending multiple shows of the same tour and travelling across the world to experience live music
For those that cannot afford this lifestyle, livestreaming has become essential in order for them to engage in concert culture and see immediate content of their favorite artists.
Taylor Nation will work with Event Brite to pop up one-night live streaming events at each stop of Taylor Swift's Eras Tour.
why
?
Eventbrite is an American-based event and ticketing management service. They are often used to organize smaller, local events but have the ability to manage larger events as well. They already have a rapport with Taylor's fans, as they have hosted Taylor Swift Dance Parties at local venues across the nation over the past few years. They also have existing relationships with the kinds of venues that would be hosting this event.
who is
Taylor Nation is the official source for all things related to Taylor Swift. This organization is run by her team and actively interacts with her fans on multiple social media platforms.
Understanding The Eras
Taylor Swift dedicates thousands of hours to curating a very specific mood for each of her albums that stretches beyond just sound into visuals and emotions. Her fans then spend an almost equal amount of time studying these motifs and picking apart her lyrics, connecting and remembering even the smallest details to things she may have mentioned in previous albums or interviews. This level of dedication means that if even one reference is incorrect or if an era is misrepresented, the fans will know and the event will lose its authenticity.
Photo Moment 1 - the Tour
Drawing Inspiration from the official Eras Tour poster, this moment allows guests to physically "step into" the poster and recreate it with themselves at the center.
Photo Moment 2 - the Eras
This viral moment perfectly captures the essence of each of the eras and gives fans a chance to immerse themselves in the complete discography of Taylor Swift. Drawing on critical references from her past, the fully-customized build includes crucial props and details from each album and its coinciding lyrics and music videos, so as best to fully immerse the guest in each experience. This vignette is built in smaller pieces that are locked together, and it can be fully disassembled for easy transportation between cities.
A drink for every era
We know what the eras sound like. We know what they look like, and we know what they feel like. Now it's time to see what the eras taste like!
Message in a Bottle
Have something you've always wanted to tell Taylor? Stop by this station and add your personalized message to the bottle. All notes will delivered to Taylor after each show, so Speak Now if you have something you want to say!
Additional Touchpoints
Reactive Wristbands
Even though you might not be in the stadium, you'll still get to be a part of the concert with our interactive wristbands. These bands are synced with Taylor's set, just like the ones in the arena, creating an immersive visual effect for a night you won't forget.
Guess the Surprise Song
Scan a QR code to enter the surprise songs you want to hear most for the night! All entries will be shown in a live word graphic, and guests that guess correctly will win a promo code for 20% merch from Taylor's online store!
Make the Friendship Bracelets
Forgot your bracelets at home? No worries! We'll set up a huge bracelet-making station, complete with custom beads and charms, and the chance to trade with your fellow Swifties for some new merch!