Taylor Swift’s Eras Tour - Singapore's Exclusive Deal and the Changing Concert Landscape
In the wake of Taylor Swift's Eras Tour, how has the business model of the music industry, particularly the concert business, evolved over recent years? What advantages does Singapore offer for concerts compared to other Southeast Asian countries?
At a glance
Country
Singapore
Industry
Entertainment
Concert Year
2024
Ticket Solds
300,000 tickets
(as of from March 2 to March 9, 2024)
Abstract
Taylor Swift's Eras Tour has reshaped the concert industry, capitalizing on digital advancements, fan engagement, and exclusive experiences. Singapore's strategic deal with Taylor Swift, limiting her Southeast Asian performances to the city-state, highlights the role of concerts in nation-branding and soft power diplomacy.
This case study delves into the transformation of the concert business model, from traditional touring to digital platforms and exclusive deals. It examines the factors that make Singapore an attractive destination for major concerts, including its infrastructure, safety, and government support. The study also explores the implications of this exclusive deal on regional relations and the potential for concert diplomacy to shape national image and influence.
All rights reserved. © 2025 Nikkei Business Lab Asia. No part of this publication may be copied, stored, or transmitted in any form. Copying or posting is an infringement of copyright.
Disclaimers:
(1) Regarding Case Study Content: This case study is based mainly on secondary data and analysis of publicly available information unless otherwise stated, and is intended solely for educational purposes. Any opinions expressed by the author(s) are designed to facilitate learning discussion and do not serve to illustrate the effectiveness of the company. Additionally, banner images and logos used in the case study are intended for visualization in an educational setting and it is not used to represent or brand the company. For any dispute regarding the content and usage of images and logos, please contact the team.
(2) Regarding University Affiliation and Titles of Authors: The university affiliation and titles of author(s) seen in the case study is based on their affiliation and title during the time of publication. It may or may not represent the current status of said author(s).