The Power of TikTok: A Look At Its Impact On The “Renaissance” And “Eras” Tours

BY Dora Abena Dzaka November 5, 2023 3:06 PM EDT
Photo Credit: Talor Swift The Eras Tour 1989 Era Set (53109758274).jpg - Wikimedia Commons

TikTok is taking over musical concerts and it is quickly becoming a preferred platform for finding new music and a vital resource for musicians, record labels, music marketers, and other creators to promote their works.

It is reasonable to argue that TikTok has had a huge influence on the music business and, recently, on musical concerts such as the Renaissance and Eras tours.

There are those who can afford to fly to attend concerts to avoid social media, but with all the hype, someone might wonder why you should go to a concert when you can “attend” the same on TikTok.

There has been a growing notion of whether the increase in concert-related TikTok content and how it affects the spending habits of fans who are paying $30,000 for tickets in order to attend multiple nights and share their videos on social media is contributing to the increase in ticket costs.

As Labels are now using TikTok as a central location to promote both new and older releases, a fresh wave of social media music marketers has emerged to bolster app promotion initiatives through TikTok Tours which has over 6 Billion total views.

No one understands this revolution more than Taylor Swift, whose meteoric rise to fame during the Eras Tour was unheard of since Michael Jackson moonwalked across the stage at the Motown 25 concert forty years ago.

For comparison, as soon as Taylor announced her most recent tour, The Eras Tour, on Instagram, her TikTok was predicted to explode.

On March 17th, the tour kicked off in Glendale, AZ, with a massive 3-hour+ show that featured 44 songs, 15 backup dancers, 13 costume changes, a crashed ticketing websites.

Swifties flooded TikTok with videos, and Taylor’s fans flocked to view them. Every day, Taylor’s content received an average of 380 million views, never falling below 200 million on any given day.

During the Beyoncé Renaissance Tour, which began on May 10, 2023, the average daily view count for all tour content was 90 million, with only two days surpassing 200 million views.

Maybe the difference was in resale values for tickets to the Renaissance and Eras tours which had a huge gap of $1,096 to $3,801 which also reflected in the number of views that Bey and Tay have on TikTok.