They ran the numbers: Open career for Taylor Swift

New research reveals the complex reality behind the coveted opportunities for major touring artists, Taylor Swift’s Times Tour offers a unique case study on how such exposures affect emerging musicians.

Research by Jeff Apruzzese, an assistant professor at Drexel University, analyzed 57 artists who opened in 2022 and 2023, tracked their streaming numbers before, during and after the tour.

“There is often a perception that major headlines are a guaranteed career development for emerging artists, but the reality is much more complex,” said Apruzzese, who directs Drexel’s music industry program, drawing on his own experience as a founding member of the band Passed Pit.

The study found that “development” artists’ streaming grew 18% during their travels, followed by a 6% decline. Meanwhile, “mainstream” artists have experienced more modest but steady changes, while “superstar” artists have not only maintained the number of rivers after the tour.

Swift’s journey to the times provides particularly inspiring data about what some people call the “Taylor Swift effect.” Artists who keep music in line with Swift’s sound in style tend to see more ongoing benefits. Gracie Abrams’ independent pop style closely matches Swift’s independent style. By comparison, Owenn’s R&B and dance styles differ greatly from Swift, with his streaming growth of 188% during the tour but has dropped 75% since then.

The study shows that genre compatibility plays a crucial role in the success of the opener. The biggest growth in streaming for artists in the pop/rock, country and hip-hop genres, although pop/rock artists also experienced the biggest decline after the tour.

A consumer survey of 525 confirmed that while open behavior rarely initially affected ticket purchases, the experience of concerts significantly affected music discovery. 68% of respondents reported finding a new band as the opening player, and 50% later bought tickets to see the headlines of these artists.

For the artist himself, the financial situation of being an opening remark is different. Of the 47 artists surveyed, nearly 40% reported that financial losses were open to greater behaviors because they usually had to cover their own travel, accommodation and other expenses.

“Overall, while it is undeniable, while the role of open behavior in career development is undeniable, it must be viewed as part of a broader strategic framework designed to cultivate and maintain the presence of artists in the competitive environment of the music industry,” Apruzzese concluded.

This study challenges simple assumptions about connections with mature artists about career development, revealing success depends on complex factors interactions, including genre compatibility, ongoing artistic activity and audience unity.