Taylor Swift is so influential that a new economic term has been coined to refer to her impact: “Swiftonomics”.
From concerts and tours to merchandise and deals, the power of Swift’s brand not only earns her money but boosts economies by millions.
A Barclays report in May suggested Swift’s Eras Tour will boost UK spending by almost £1bn this year, with London hosting more shows than any other city in the world.
On this episode, Niall Paterson is joined by our entertainment reporter Gemma Peplow to learn more about the appeal of Swift and her place in the music industry.
Niall is also joined by Maria Psyllou, assistant professor in economics at the University of Birmingham, to analyse “Swiftonomics” and its impact.
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Producer: Rosie Gillott
Editor: Paul Stanworth
