Taylor Swift, a publishing supernova?
Taylor Swift, having redefined the codes of the film industry, continues to expand her empire with the announcement of a book about her tour, The Eras Tour. Another stroke of genius from the queen of pop.
Scheduled for release on December 8, 2024, the 256-page book will feature over 500 exclusive photos and personal reflections from the singer. A move that underlines her status as an influential and visionary businesswoman.
The Eras Tour: a surreal success
The Eras Tour has set a new record in the music industry. According to Forbes, this tour is now the most lucrative of all time. Revenues are estimated at $2 billion over 149 concerts. The last date of the tour is set for Vancouver, marking the end of an almost two-year world tour. The economic spin-offs are equally impressive. Swift’s concerts have boosted local economies in the cities where she has performed. Bathilde Lorenzetti, vice-president of Paris La Défense Arena, said, “We’ve had Paul McCartney, we’ve had the Rolling Stones, but the scale of Taylor Swift is beyond comprehension.”
Taylor Swift succeeded in creating an unprecedented buzz around her concerts. Security for the event was so tight that it was described as “worse than for a head of state”, stressed Lorenzetti, who also pointed out that merchandising staff had been doubled for the occasion.
A book that could change the game
The book, entitled The Official Taylor Swift | The Eras Tour Book, will retail for $39.99. This self-publication represents a turning point for Swift, and could have considerable repercussions for the publishing industry. By choosing not to go through a traditional publishing house, the pop star is bypassing a well-established model. It’s a move that could encourage other celebrities to follow suit.
The current trend shows that many celebrities, such as Michelle Obama with Devenir or Britney Spears with La femme en moi, have already enjoyed great literary success. Publishing houses don’t hesitate to invest considerable sums in contracts with celebrities, going as high as $15 million for Britney Spears’ deal with Simon & Schuster.
A changing business model
The question arises: what will the release of Taylor Swift’s book do to the publishing world? In 2023, Swift had already defied the norm by distributing her concert via AMC, recouping a significant share of the proceeds. This success was quickly imitated by Beyoncé, underlining the desire of artists to regain control of their work and profits.
If the book is as successful as the tour, it could turn the traditional publishing business model on its head. Currently, the publishing world relies on partnerships that are often not very advantageous for authors, even famous ones. By self-publishing, Swift is highlighting a new strategy that could inspire other artists to follow her example.
Considerable influence
Taylor Swift, with a fortune in excess of one billion dollars, has already proved her ability to influence the market. Her immense power of influence enables her to sell her book without the help of a partner, redefining the rules of the game. Publishing houses will have to re-evaluate their strategies to attract authors, especially those seeking to break free from traditional constraints. It remains to be seen whether others will follow in Swift’s footsteps, pushing the industry to adapt to this new reality.
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