Taylor Swift’s Eras Tour: Managing a Billion-Dollar Symphony
商品編號：W38313
出版日期：2024/08/13
再版日期：2025/02/19
商品來源：
商品主題：General Management/Strategy
商品類型：Case (Pub Mat)
涵蓋議題：art and music;media and entertainment;cultural product;creative industry;project management
難易度：4 - Undergraduate/MBA
內容長度：9 頁
地域：
產業：Arts; Entertainment; Sports and Recreation
事件年度：2024
Taylor Swift’s Eras Tour began on March 17, 2023, and quickly gained popularity, becoming the highest-grossing tour of all time and generating over US$1 billion. The Eras Tour was designed to immerse the audience through each of the eras of Swift’s life as she transitioned through 10 unique sets spanning over three hours. The Eras Tour was a big step up from Swift’s previous tours, incorporating extravagant costumes, elaborate audiovisuals, and a complex stage design. The show featured a giant catwalk, moving platforms, and several different sets for each scene, enabling the audience to feel connected to each era. Behind the scenes, Swift’s production crew worked to ensure the show ran smoothly, with one team backstage, two teams on the floor managing the show, and a third team under the stage, managing costume changes and performer placement. The Eras Tour had seen unprecedented demand, with millions of fans trying to secure show tickets. On November 17, 2022, Swift’s team faced scrutiny around its partnership with Ticketmaster, as the platform became overwhelmed by 14 million fans seeking tickets and an unprecedented number of bot attacks.
For Swift and her team, questions arose: How could the team continue to bring joy to fans, potentially attract new audiences, ensure smooth operations and sales for future performances, and further strengthen Swift’s brand, popularity, and reputation? Which other markets should Swift visit? How could the team sustain and even elevate the success of the show? How was success defined at a global and societal level? What came next?
教學手冊：Taylor Swift’s Eras Tour: Managing a Billion-Dollar Symphony - Teaching Note
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